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Brand logos versus brand names : a comparison of the memory effects of textual and pictorial brand elements placed in computer games
Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh Kumar - In: Journal of business research : JBR 147 (2022), pp. 222-235
Persistent link: https://www.econbiz.de/10013271486
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Moderating effects of prior brand usage on visual attention to video advertising and recall : an eye-tracking investigation
Simmonds, Lucy; Bellman, Steven; Kennedy, Rachel; … - In: Journal of business research : JBR 111 (2020), pp. 241-248
Persistent link: https://www.econbiz.de/10012237806
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Ethics of mobile behavioral advertising : antecedents and outcomes of perceived ethical value of advertised brands
Mpinganjira, Mercy; Maduku, Daniel K. - In: Journal of business research : JBR 95 (2019), pp. 464-478
Persistent link: https://www.econbiz.de/10011980256
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Slogan recall effects on marketplace behaviors : the roles of external search and brand assessment
Briggs, Elten; Janakiraman, Narayan - In: Journal of business research : JBR 80 (2017), pp. 98-105
Persistent link: https://www.econbiz.de/10011771448
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An investigation of brand placement effects on brand attitudes and purchase intentions : brand placements versus TV commercials
Davtyan, Davit; Cunningham, Isabella - In: Journal of business research : JBR 70 (2017), pp. 160-167
Persistent link: https://www.econbiz.de/10011620408
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Endorsement effectiveness of different social media influencers : the moderating effect of brand competence and warmth
Ren, Shengnan; Karimi, Sahar; Bravo Velázquez, Alberto; … - In: Journal of business research : JBR 156 (2023), pp. 1-11
Persistent link: https://www.econbiz.de/10013534139
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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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Inferring brand integrity from marketing communications : the effects of brand transparency signals in a consumer empowerment context
Cambier, Fanny; Poncin, Ingrid - In: Journal of business research : JBR 109 (2020), pp. 260-270
Persistent link: https://www.econbiz.de/10012238060
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The effect of verbal brand personification on consumer evaluation in advertising : internal and external personification
Chu, Kyounghee; Lee, Do-Hee; Kim, Ji Yoon - In: Journal of business research : JBR 99 (2019), pp. 472-480
Persistent link: https://www.econbiz.de/10012023689
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Did you hear our brand is hated? : the unexpected upside of hate-acknowledging advertising for polarizing brands
Monahan, Lisa; Espinosa, Jennifer A.; Langenderfer, Jeff; … - In: Journal of business research : JBR 154 (2023), pp. 1-14
Persistent link: https://www.econbiz.de/10013468644