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An analysis of different types of advertising media and their influence on consumer preferences and purchase intentions for digital cameras
Ahn, Joongha; Lee, Changwon; Lee, Jongsu; Paik, Michael - In: Journal of global scholars of marketing science : … 22 (2012) 4, pp. 356-369
Persistent link: https://www.econbiz.de/10010406174
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The effect of the valence of word-of-mouth on consumers' attitudes toward co-brands : the moderating roles of brand characteristics
Jeon, Jung Ok; Baeck, Sunmee - In: Journal of global scholars of marketing science : … 26 (2016) 1, pp. 89-108
Persistent link: https://www.econbiz.de/10011471415
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The influence of the philosophy of science on brand loyalty
Song, Sujin - In: Journal of global scholars of marketing science : … 25 (2015) 2, pp. 167-181
Persistent link: https://www.econbiz.de/10011302915
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Building brand awareness : the role of celebrity endorsement in advertisements
Rahman, Rehenuma - In: Journal of global scholars of marketing science : … 28 (2018) 4, pp. 363-384
Persistent link: https://www.econbiz.de/10011962791
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Korean consumer perspectives on social media advertising and intention to join brand pages
Muk, Alexander; Chung, Christina; Kim, Jonghoon - In: Journal of global scholars of marketing science : … 24 (2014) 4, pp. 384-294
Persistent link: https://www.econbiz.de/10010438493
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Measuring the advertising efficiency of the top US sports advertisers
Brown, Natalie; Cheong, Yunjae - In: Journal of global scholars of marketing science : … 23 (2013) 1, pp. 23-40
Persistent link: https://www.econbiz.de/10010406130
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Investigating the influence of audiences' movie-viewing motives on attitude towards brand placement in movies
Stephen, Gladys; Jublee, Daniel Inbaraj; … - In: Journal of global scholars of marketing science : … 31 (2021) 4, pp. 487-510
Persistent link: https://www.econbiz.de/10012622602
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Exploring the effect of personality congruencies on brand identification and purchase intentions
Arora, Nilesh; Prashar, Sanjeev; Vijay, T. Sai; Parsad, … - In: Journal of global scholars of marketing science : … 33 (2023) 2, pp. 186-209
Persistent link: https://www.econbiz.de/10014251312
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Does gamification effect customer brand engagement and co-creation during pandemic? : a moderated-mediation analysis
Rather, Raouf Ahmad; Parrey, Shakir Hussain; Gulzar, Rafia - In: Journal of global scholars of marketing science : … 33 (2023) 2, pp. 285-311
Persistent link: https://www.econbiz.de/10014251320
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Avoidance of similarity and brand attachment of Generation X in sportswear brand loyalty: the roles of self-congruity
Goi, Chai Lee; Chieng, Fayrene Yew Leh; Mei Teh Goi - In: Journal of global scholars of marketing science : … 33 (2023) 1, pp. 133-153
Persistent link: https://www.econbiz.de/10013541970