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Do resonant advertisements resonate with consumers? : the interaction of wordplay, regulatory focus, and need for cognition and its impact on persuasion
Choi, Jieun; Taylor, Charles Raymond; Lee, Doo-Hee - In: Journal of advertising research 57 (2017) 1, pp. 82-93
Persistent link: https://www.econbiz.de/10011707661
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Art for the sake of the corporation : Audi, BMW Group, DaimlerCrysler, Montblanc, Siemens, and Volkswagen help explore the effect of sponsorship on corporate reputations
Schwaiger, Manfred; Sarstedt, Marko; Taylor, Charles Raymond - In: Journal of advertising research 50 (2010) 1, pp. 77-90
Persistent link: https://www.econbiz.de/10003971437
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Can comparative advertising be effective in Germany? : a tale of two campaigns
Schwaiger, Manfred; Rennhak, Carsten; Taylor, Charles … - In: Journal of advertising research 47 (2007) 1, pp. 2-13
Persistent link: https://www.econbiz.de/10003609556
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The tension between strategy and execution : challenges for international advertising research : globalization is much more than universal branding
Ford, John B.; Mueller, Barbara; Taylor, Charles Raymond; … - In: Journal of advertising research 51 (2011), pp. 27-41
Persistent link: https://www.econbiz.de/10009127019
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Roadblock advertising in the digital context : does paying to limit competing messages pay off?
Parida, Biswajita; Taylor, Charles Raymond; Abhishek - In: Journal of advertising research 62 (2022) 3, pp. 271-286
Persistent link: https://www.econbiz.de/10013435303
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OBSERVATIONS - Comment on "American Media and the Smoking-related Behaviors of Asian Adolescents"
Taylor, Charles R.; Bonner, P.Greg - In: Journal of advertising research 43 (2003) 4, pp. 419-430
Persistent link: https://www.econbiz.de/10006505223
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THE "OTHER ADVERTISING" - Business Perceptions of the Role of Billboards in the U.S. Economy - A survey of U.S. businesses shows that billboard users perceive the medium as having...
Taylor, Charles R.; Franke, George R. - In: Journal of advertising research 43 (2003) 2, pp. 150-161
Persistent link: https://www.econbiz.de/10006505787
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Point of View - What Is Wrong with International Advertising Research? Academic research on international advertising is not providing as much useful information to managers as it...
Taylor, Charles R. - In: Journal of advertising research 42 (2002) 6, pp. 48-54
Persistent link: https://www.econbiz.de/10006507772
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Can Comparative Advertising Be Effective in Germany? A Tale of Two Campaigns - Recently, Germany lifted a ban on comparative advertising, but some questions remain about whether co...
Schwalger, Manfred; Rennhak, Carsten; Taylor, Charles R.; … - In: Journal of advertising research 47 (2007) 1, pp. 2-13
Persistent link: https://www.econbiz.de/10007730019