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We are just 10 feet away! : how does location-based advertising affect consumer-brand engagement?
Thapa, Sajani; Guzman, Francisco; Paswan, Audhesh - In: Journal of business research : JBR 172 (2024), pp. 1-15
Persistent link: https://www.econbiz.de/10014545208
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Effective messaging strategies to increase brand love for sociopolitical activist brands
Ahmad, Fayez; Guzman, Francisco; Kidwell, Blair - In: Journal of business research : JBR 151 (2022), pp. 609-622
Persistent link: https://www.econbiz.de/10013459949
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A multimodal discourse-mythological approach to understanding brand-based conflicts in online consumer communities : the case of Samsung vs. Huawei
Koblarp Chandrasapth; Yannopoulou, Natalia; Schoefer, Klaus - In: Journal of business research : JBR 144 (2022), pp. 1103-1120
Persistent link: https://www.econbiz.de/10013185081
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Reciprocal transfer of brand identity and image associations arising from higher education brand extensions
Yuan, Ruizhi; Liu, Martin J.; Luo, Jun; Yen, Dorothy A. - In: Journal of business research : JBR 69 (2016) 8, pp. 3069-3076
Persistent link: https://www.econbiz.de/10011507919
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Authenticity perceptions in the Chinese marketplace
Liu, Martin J.; Yannopoulou, Natalia; Bian, Xuemei; … - In: Journal of business research : JBR 68 (2015) 1, pp. 27-33
Persistent link: https://www.econbiz.de/10010433170
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How does promotion mix affect brand equity? : insights from a mixed-methods study of low involvement products
Le Dang Lang; Lim, Weng Marc; Guzman, Francisco - In: Journal of business research : JBR 141 (2022), pp. 175-190
Persistent link: https://www.econbiz.de/10013167966