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Females are more rational! : how consumer expertise moderates attitude toward advertisements
Bukhari, Syed Arsalan Haider; Haq, Junaid Ul; Ishfaq, … - In: Journal of promotion management : innovations in … 28 (2022) 3, pp. 359-378
Persistent link: https://www.econbiz.de/10012821547
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Effectiveness of print advertising practices of higher education services in Nepal
Awale, Sushil; Shrestha, Binod Krishna - In: Journal of promotion management : innovations in … 28 (2022) 1, pp. 1-19
Persistent link: https://www.econbiz.de/10012801953
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The effects of brand involvement and messaging strategy on user responses
Cho, Su Yeon - In: Journal of promotion management : innovations in … 28 (2022) 1, pp. 42-59
Persistent link: https://www.econbiz.de/10012801955
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How multitasking during video content decreases ad effectiveness : the roles of task relevance, video involvement, and visual attention
Sun, Shuoya; Wojdynski, Bartosz W.; Binford, Matthew T.; … - In: Journal of promotion management : innovations in … 28 (2022) 1, pp. 91-109
Persistent link: https://www.econbiz.de/10012801957
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Metaphors and body copy in online advertising effectiveness
Hatzithomas, Leonidas; Manolopoulou, Aikaterini; … - In: Journal of promotion management : innovations in … 27 (2021) 5, pp. 642-672
Persistent link: https://www.econbiz.de/10012549623
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Effectiveness of films, sport, celebrity or mascot to content in the advertising : a dilemma for global brands
Srivastava, R. K. - In: Journal of promotion management : innovations in … 27 (2021) 5, pp. 716-739
Persistent link: https://www.econbiz.de/10012549626
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The television cult : prevalence of brand placements in an Indian reality show
Natarajan, Thamaraiselvan; Jayapal, Jegan; Gangadharan, … - In: Journal of promotion management : innovations in … 27 (2021) 7, pp. 971-997
Persistent link: https://www.econbiz.de/10012623360
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The impact of information processing styles and persuasive appeals on consumers' engagement intention toward social media video ads
Yang, Jing; Zhao, Xiaoyu - In: Journal of promotion management : innovations in … 27 (2021) 4, pp. 524-546
Persistent link: https://www.econbiz.de/10012497682
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Predicting consumer avoidance of native advertising on social networking sites : a survey of facebook users
Chung, Yoo Jin; Kim, Eunice - In: Journal of promotion management : innovations in … 27 (2021) 1, pp. 1-26
Persistent link: https://www.econbiz.de/10012385169
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Gender and celebrity scandals : a cross-cultural examination on celebrity endorsement
Huang, Jianping - In: Journal of promotion management : innovations in … 27 (2021) 1, pp. 133-150
Persistent link: https://www.econbiz.de/10012385180