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Promoting business school brands through alumni (past customers)-analyzing factors influencing their brand resonance
Khanna, Monica; Jacob, Isaac; Chopra, Anjali - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 337-353
Persistent link: https://www.econbiz.de/10012179029
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The role of logo recoloring on perceptual fluency in cause-related marketing campaigns
Harmon-Kizer, Tracy - In: Journal of promotion management : innovations in … 25 (2019) 7, pp. 959-982
Persistent link: https://www.econbiz.de/10012179085
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The moderating effect of the use of virtual reality technologies in the branding of the cultural tourism sector : an analysis from the brand heritage
Escandon-Barbosa, Diana; Salas-Paramo, Jairo; … - In: Journal of promotion management : innovations in … 30 (2024) 4, pp. 533-551
Persistent link: https://www.econbiz.de/10014513563
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A comparison of lifestyle marketing and brand influencer advertising for Generation Z Instagram users
Hazari, Sunil; Sethna, Beheruz N. - In: Journal of promotion management : innovations in … 29 (2023) 4, pp. 491-534
Persistent link: https://www.econbiz.de/10013550371
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(Over)eating with our eyes : an examination of mukbang influencer marketing and consumer engagement with food brands
Dam, Linda; Basaran Borsai, Anne Marie; Burroughs, Benjamin - In: Journal of promotion management : innovations in … 30 (2024) 2, pp. 227-251
Persistent link: https://www.econbiz.de/10014447612
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Green marketing functions : the drivers of brand equity creation in Vietnam
Bang Nguyen Viet; Tuan Nguyen Anh - In: Journal of promotion management : innovations in … 28 (2022) 7, pp. 1055-1076
Persistent link: https://www.econbiz.de/10013357214
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A proposed framework of market-oriented ethnography (MOE) approach to study co-creation of content through product storytelling
Bansal, Amrita; Spais, George S.; Jain, Varsha - In: Journal of promotion management : innovations in … 29 (2023) 1, pp. 1-26
Persistent link: https://www.econbiz.de/10013483010
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Antecedents and consequents of brand love in the smartphone market : an extended study of the impact of switching cost
Christino, Juliana Maria Magalhães; Silva, Thaís Santos; … - In: Journal of promotion management : innovations in … 26 (2020) 3, pp. 301-321
Persistent link: https://www.econbiz.de/10012179127
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Using social media to establish authenticity : an analysis of a small dairy farm's use of facebook
Garner, Benjamin - In: Journal of promotion management : innovations in … 28 (2022) 6, pp. 826-842
Persistent link: https://www.econbiz.de/10013277314
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Exploring Youtube marketing communication among 200 leading national advertisers
Park, Jae Hee; McMahan, Carolynn - In: Journal of promotion management : innovations in … 27 (2021) 4, pp. 487-502
Persistent link: https://www.econbiz.de/10012497677