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eWOM credibility on social networking sites : a framework
Moran, Gillian; Muzellec, Laurent - In: Journal of marketing communications 23 (2017) 2, pp. 149-161
Persistent link: https://www.econbiz.de/10011706465
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The effects of schema congruity on consumer response to celebrity advertising
Harmon-Kizer, Tracy R. - In: Journal of marketing communications 23 (2017) 2, pp. 162-175
Persistent link: https://www.econbiz.de/10011706477
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Effect of marketing activities, benefits, risks, confusion due to over-choice, price, quality and consumer trust on online tourism purchasing
Pappas, Nikolaos - In: Journal of marketing communications 23 (2017) 2, pp. 195-218
Persistent link: https://www.econbiz.de/10011706481
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Symbols or icons in gay-themed ads : how to target gay audience
Um, Nam-Hyun; Kim, Kyung-Ok; Kwon, Eun Sook; Wilcox, David - In: Journal of marketing communications 21 (2015) 6, pp. 393-407
Persistent link: https://www.econbiz.de/10011518846
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Rivalries and sponsor affiliation : examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages
Bee, Colleen; Dalakas, Vassilis - In: Journal of marketing communications 21 (2015) 6, pp. 408-424
Persistent link: https://www.econbiz.de/10011518848
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Advertising strategies for brand image repair : the effectiveness of advertising alliances
Maehle, Natalia; Supphellen, Magne - In: Journal of marketing communications 21 (2015) 6, pp. 450-462
Persistent link: https://www.econbiz.de/10011518852
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The efficacy of cause-related marketing within a social network : the effects of congruency, corporate credibility, familiarity of cause brands, and perceived altruistic motive
Kim, Jihye; Lee, Jaejin; Kim, Soojin - In: Journal of marketing communications 23 (2017) 5, pp. 429-455
Persistent link: https://www.econbiz.de/10011849978
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Do you want me to watch this ad on social media? : the effects of norms on online video ad watching
Lee, Joonghwa; Kim, Mikyoung; Ham, Chang-Dae; Kim, Soojung - In: Journal of marketing communications 23 (2017) 5, pp. 456-472
Persistent link: https://www.econbiz.de/10011849980
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The effectiveness of fear appeals in "green" advertising : an analysis of creative, consumer, and source variables
Shin, Sumin; Ki, Eyun-Jung; Griffin, W. Glenn - In: Journal of marketing communications 23 (2017) 5, pp. 473-492
Persistent link: https://www.econbiz.de/10011849983
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Measuring the impact of brand-celebrity personality congruence on purchase intention
Malodia, Suresh; Singh, Pankaj; Goyal, Vinay; Sengupta, Atri - In: Journal of marketing communications 23 (2017) 5, pp. 493-512
Persistent link: https://www.econbiz.de/10011849986