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How destination brand equity and destination brand authenticity influence destination visit intention : evidence from the United Arab Emirates
Kumail, Tafazal; Al Qeed, Marzouq Ayed; Aburumman, Asad; … - In: Journal of promotion management : innovations in … 28 (2022) 3, pp. 332-358
Persistent link: https://www.econbiz.de/10012821546
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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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Why does this brand speak to me? : conceptualization, scale development, and validation of brand relevance
Guèvremont, Amélie; Durif, Fabien; Grappe, Cindy G. - In: Journal of promotion management : innovations in … 27 (2021) 5, pp. 609-629
Persistent link: https://www.econbiz.de/10012549621
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The causal effect of corporate social responsibility and corporate reputation on brand equity : a fuzzy-set qualitative comparative analysis
Wang, Hanmin; Yu, Tiffany Hui-Kuang; Hsiao, Chih-Yi - In: Journal of promotion management : innovations in … 27 (2021) 5, pp. 630-641
Persistent link: https://www.econbiz.de/10012549622
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Post-recall stock market signals : the impact of ad spending on sales performance
Huang, Jianping; Radighieri, Jeffrey P. - In: Journal of promotion management : innovations in … 27 (2021) 6, pp. 765-787
Persistent link: https://www.econbiz.de/10012607289
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"Are we all in this together?" : brand opportunism in COVID-19 cause related marketing and the moderating role of consumer skepticism
Yang, Jing; Mundel, Juan - In: Journal of promotion management : innovations in … 27 (2021) 6, pp. 877-899
Persistent link: https://www.econbiz.de/10012607295
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Does reward gamification drive brand relationship quality? : an experimental approach
Shankar, Amit - In: Journal of promotion management : innovations in … 28 (2022) 4, pp. 443-466
Persistent link: https://www.econbiz.de/10013178045
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Consumer perceived associations of masstige brands : an Indian perspective
Goyal, Anita - In: Journal of promotion management : innovations in … 27 (2021) 3, pp. 399-416
Persistent link: https://www.econbiz.de/10012440344
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Key image attributes to elicit likes and comments on Instagram
Aramendia-Muneta, Maria Elena; Olarte-Pascual, Cristina; … - In: Journal of promotion management : innovations in … 27 (2021) 1, pp. 50-76
Persistent link: https://www.econbiz.de/10012385175
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The effect of brand engagement and brand love upon overall brand equity and purchase intention : a moderated-mediated model
Verma, Pranay - In: Journal of promotion management : innovations in … 27 (2021) 1, pp. 103-132
Persistent link: https://www.econbiz.de/10012385179