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Influence of two modes of intergenerational communication on brand equity
Cai, Yuanyuan; Zhao, Guangzhi; He, Jiaxun - In: Journal of business research : JBR 68 (2015) 3, pp. 553-560
Persistent link: https://www.econbiz.de/10010496182
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Increasing the persuasiveness of anti-drunk driving appeals : the effect of negative and positive message framing
Teng, Lefa; Zhao, Guangzhi; Li, Feng; Liu, Lu; Shen, Lulu - In: Journal of business research : JBR 103 (2019), pp. 240-249
Persistent link: https://www.econbiz.de/10012104215
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The effect of color and self-view priming in persuasive communications
Kareklas, Ioannis; Muehling, Darrel D.; King, Skyler - In: Journal of business research : JBR 98 (2019), pp. 33-49
Persistent link: https://www.econbiz.de/10012007158
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Fitting product placements : affective fit and cognitive fit as determinants of consumer evaluations of placed brands
Gillespie, Brian; Muehling, Darrel D.; Kareklas, Ioannis - In: Journal of business research : JBR 82 (2018), pp. 90-102
Persistent link: https://www.econbiz.de/10011771789
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To emoji or not to emoji? : examining the influence of emoji on consumer reactions to advertising
Das, Gopal; Wiener, Hillary J. D.; Kareklas, Ioannis - In: Journal of business research : JBR 96 (2019), pp. 147-156
Persistent link: https://www.econbiz.de/10011980781