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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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Online brand community within the integrated marketing communication system : when chocolate becomes seductive like a person
Gabrielli, Veronica; Baghi, Ilaria - In: Journal of marketing communications 22 (2016) 4, pp. 385-402
Persistent link: https://www.econbiz.de/10011612598
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Actual Dove versus ideal L'Oréal : impact of self-related brand image on advertising persuasiveness
Kim, Dong Hoo; Sung, Yoon Hi; Um, Nam-Hyun - In: Journal of marketing communications 25 (2019) 5, pp. 535-552
Persistent link: https://www.econbiz.de/10012203334
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Exciting on Facebook or competent in the newspaper? : media effects on consumers' perceptions of brands in the fashion category
Anselmsson, Johan; Tunca, Burak - In: Journal of marketing communications 25 (2019) 7, pp. 720-737
Persistent link: https://www.econbiz.de/10012203361
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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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Customer-based brand equity for branded apps : a simple research framework
Stocchi, Lara; Ludwichowska, Gosia; Fuller, Rachel; … - In: Journal of marketing communications 27 (2021) 5, pp. 534-563
Persistent link: https://www.econbiz.de/10012624665
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Beyond brand loyalty : brand sustainability
Schultz, Don E.; Block, Martin P. - In: Journal of marketing communications 21 (2015) 5, pp. 340-355
Persistent link: https://www.econbiz.de/10011487797
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Antecedents and outcomes of brand love : the mediating role of brand loyalty
Bıçakcıoğlu, Nilay; İpek, İlayda; Bayraktaroğlu, Gül - In: Journal of marketing communications 24 (2018) 8, pp. 863-877
Persistent link: https://www.econbiz.de/10011976104
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Do social advergames affect brand attitudes and advocacy?
Tuten, Tracy L.; Ashley, Christy - In: Journal of marketing communications 22 (2016) 3, pp. 236-255
Persistent link: https://www.econbiz.de/10011613162
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Logo design in marketing communications : brand logo complexity moderates exposure effects on brand recoginition and brand attitude
Grinsven, Bo; Das, Enny - In: Journal of marketing communications 22 (2016) 3, pp. 256-270
Persistent link: https://www.econbiz.de/10011613163