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The use of different endorser types in advertising : a content analysis of magazine advertisements
Schimmelpfennig, Christian - In: Journal of global marketing 32 (2019) 3, pp. 139-153
Persistent link: https://www.econbiz.de/10012201019
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Exploring the antecedents of brand loyalty and electronic word of mouth in social-media-based brand communities : do gender differences matter?
Rialti, Riccardo; Zollo, Lamberto; Pellegrini, … - In: Journal of global marketing 30 (2017) 3, pp. 147-160
Persistent link: https://www.econbiz.de/10011779432
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Disengagement toward brand-based online communities : the role of culture
Kumar, Aman; Shankar, Amit - In: Journal of global marketing 36 (2023) 4, pp. 268-283
Persistent link: https://www.econbiz.de/10014390286
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Investigating the impact of online brand communities on online customer engagement and brand loyalty
Gupta, Rajeev; Kumar, Vikas; Kaushik, Arun Kumar; … - In: Journal of global marketing 36 (2023) 4, pp. 319-338
Persistent link: https://www.econbiz.de/10014390288
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Prioritizing geo-references : a content analysis of the websites of leading global luxury fashion brands
Strebinger, Andreas; Rusetski, Alexander - In: Journal of global marketing 29 (2016) 1/5, pp. 282-297
Persistent link: https://www.econbiz.de/10011654425
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Cultural fusion unleashed : analyzing Xiaomi's multifaceted brand communication strategy across global, Chinese, and Egyptian social media channels
Hassan, Ahmed A. M.; Wang, Jia - In: Journal of global marketing 37 (2024) 2, pp. 138-158
Persistent link: https://www.econbiz.de/10014515039
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Informing, reinforcing, and referencing : Chinese male consumers' interpretation of luxury advertising and luxury brands' presence on Chinese social media
Chen, Huan; Wang, Ye; Qiao, Fei - In: Journal of global marketing 34 (2021) 1, pp. 38-55
Persistent link: https://www.econbiz.de/10012483620
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How do perceived social media marketing activities foster purchase intentions? : a multiple sequential mediation model
Kian Yeik Koay; Cheah, Chee Wei; Goon, Serena Wooi-U - In: Journal of global marketing 36 (2023) 3, pp. 210-224
Persistent link: https://www.econbiz.de/10014321513