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Better together? : harnessing the power of brand placement through program sponsorship messages
Dens, Nathalie; Pelsmacker, Patrick de; Verhellen, Yann - In: Journal of business research : JBR 83 (2018), pp. 151-159
Persistent link: https://www.econbiz.de/10011802515
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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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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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Matching green messages with brand positioning to improve brand evaluation
Luz, Victoria Vilasanti da; Mantovani, Danielle; … - In: Journal of business research : JBR 119 (2020), pp. 25-40
Persistent link: https://www.econbiz.de/10012416925
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The company you keep : brand image transfer in concurrent event sponsorship
Boronczyk, Felix; Breuer, Christoph - In: Journal of business research : JBR 124 (2021), pp. 739-747
Persistent link: https://www.econbiz.de/10012494013
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Can brand sharing change consumers' brand attitudes? : the roles of agency-communion orientation and message length
Lu, Yue; Xie, Ninghui; Yang, Defeng; Lei, Xi - In: Journal of business research : JBR 128 (2021), pp. 350-359
Persistent link: https://www.econbiz.de/10012494462
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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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Celebrities as human brands : an inquiry on stakeholder-actor co-creation of brand identities
Centeno, Dave; Wang, Jeff Jianfeng - In: Journal of business research : JBR 74 (2017), pp. 133-138
Persistent link: https://www.econbiz.de/10011675465
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Authenticity in horizontal marketing partnerships : a better measure of brand compatibility
Charlton, Aaron B.; Cornwell, T. Bettina - In: Journal of business research : JBR 100 (2019), pp. 279-298
Persistent link: https://www.econbiz.de/10012023803
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Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D.; Saenger, Christina - In: Journal of business research : JBR 67 (2014) 7, pp. 1559-1566
Persistent link: https://www.econbiz.de/10010379270