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Brand storytelling on websites : the role of empathy on repurchase intentions for PCs and smartphones
Kato, Takumi - In: Journal of promotion management : innovations in … 29 (2023) 1, pp. 27-44
Persistent link: https://www.econbiz.de/10013483012
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Exploring the determinants of instagram as a social network for online consumer-brand relationship
Loureiro, Sandra Maria Correia; Sarmento, Eduardo Moraes - In: Journal of promotion management : innovations in … 25 (2019) 3, pp. 354-366
Persistent link: https://www.econbiz.de/10012179030
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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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Exploring the influence of celebrity worship on brand attitude, advertisement attitude, and purchase intention
Singh, Ramendra Pratap; Banerjee, Neelotpaul - In: Journal of promotion management : innovations in … 25 (2019) 2, pp. 225-251
Persistent link: https://www.econbiz.de/10012179021
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Consumer generated ads versus celebrity generated ads : which is the best method to promote a brand on social media?
Robinot, Elisabeth; Boeck, Harold; Trespeuch, Léo - In: Journal of promotion management : innovations in … 29 (2023) 2, pp. 157-181
Persistent link: https://www.econbiz.de/10013483020
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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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Demystifying brand love for luxury cars : testing the moderating impact of emotional stability
Bhalla, Saubhagya; Pathak, Mohit - In: Journal of promotion management : innovations in … 29 (2023) 6, pp. 873-903
Persistent link: https://www.econbiz.de/10014287930
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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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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