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How emerging market investors' value competitors' customer equity : brand crisis spillover in China
Peng, Zou; Li, Guofeng - In: Journal of business research : JBR 69 (2016) 9, pp. 3765-3771
Persistent link: https://www.econbiz.de/10011515259
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Are Super Bowl ads a super waste of money? : examining the intermediary roles of customer-based brand equity and customer equity effects
Raithel, Sascha; Taylor, Charles Raymond; Hock, Stefan J. - In: Journal of business research : JBR 69 (2016) 9, pp. 3788-3794
Persistent link: https://www.econbiz.de/10011515263
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The value of art in marketing : an emotion-based model of how artworks in ads improve product evaluations
Estes, Zachary; Brotto, Luisa; Busacca, Bruno - In: Journal of business research : JBR 85 (2018), pp. 396-405
Persistent link: https://www.econbiz.de/10011815584
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Viral video ads : emotional triggers and social media virality
Nikolinakou, Angeliki; King, Karen Whitehill - In: Psychology & marketing 35 (2018) 10, pp. 715-726
Persistent link: https://www.econbiz.de/10011970116
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How well will this brand work? : the ironic impact of advertising disclosure of body-image retouching on brand attitudes
Semaan, Rania W.; Kocher, Bruno; Gould, Stephen J. - In: Psychology & marketing 35 (2018) 10, pp. 766-777
Persistent link: https://www.econbiz.de/10011970119
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Advertising archetypes' impact on physician engagement and behavior in the context of healthcare products
Woodside, Arch G.; Persing, Adam; Ward, Brendan; … - In: Psychology & marketing 35 (2018) 7, pp. 533-541
Persistent link: https://www.econbiz.de/10011970138
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A study of the antecedents of slogan liking
Dass, Mayukh; Kohli, Chiranjeev; Kumar, Piyush; Thomas, … - In: Journal of business research : JBR 67 (2014) 12, pp. 2504-2511
Persistent link: https://www.econbiz.de/10010483042
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Effects of advertising-evoked vicarious nostalgia on brand heritage
Merchant, Altaf; Rose, Gregory - In: Journal of business research : JBR 66 (2013) 12, pp. 2619-2625
Persistent link: https://www.econbiz.de/10010233136
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Unveiling videos : consumer-generated ads as qualitative inquiry
Berthon, Pierre R.; Pitt, Leyland F.; DesAutels, Philip - In: Psychology & marketing 28 (2011) 10, pp. 1044-1060
Persistent link: https://www.econbiz.de/10009316143
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Adapted or standardized copy : is non-cultural English the answer?
Spielmann, Nathalie; Delvert, Mathilde - In: Journal of business research : JBR 67 (2014) 4, pp. 434-440
Persistent link: https://www.econbiz.de/10010362121