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The joint effects of advertising and product trial : a source-monitoring perspective
Kum, Doreen; Lee, Yih Hwai - In: Marketing letters : a journal of research in marketing 22 (2011) 3, pp. 213-226
Persistent link: https://www.econbiz.de/10009305528
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Celebrity endorsements and women consumers in India : how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit - In: Marketing letters : a journal of research in marketing 26 (2015) 3, pp. 363-376
Persistent link: https://www.econbiz.de/10011312160
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The effects of perceived product-extrinsic cue incongruity on consumption experiences : the case of celebrity sponsorship
Clemente, Sarah; Dolansky, Eric; Mantonakis, Antonia; … - In: Marketing letters : a journal of research in marketing 25 (2014) 4, pp. 373-384
Persistent link: https://www.econbiz.de/10010439164
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Ambivalence toward a country and consumers’ willingness to buy emblematic brands : the differential predictive validity of objective and subjective ambivalence measures on behavior...
Russell, Cristel; Russell, Dale; Klein, Jill - In: Marketing letters : a journal of research in marketing 22 (2011) 4, pp. 357-371
Persistent link: https://www.econbiz.de/10010217762
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The relative advantages of benefit overlap versus category similarity in brand extension evaluation : the moderating role of self-regulatory focus
Chang, Chung-chau; Lin, Bo-chi; Chang, Shin-shin - In: Marketing letters : a journal of research in marketing 22 (2011) 4, pp. 391-404
Persistent link: https://www.econbiz.de/10010217764
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Brand-anchored discrete choice experiment (BDCE) vs. direct attribute rating (DAR) : an empirical comparison of predictive validity
Farsky, Mario; Schnittka, Oliver; Sattler, Henrik; … - In: Marketing letters : a journal of research in marketing 28 (2017) 2, pp. 231-240
Persistent link: https://www.econbiz.de/10011675165
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What is not beautiful should match : how attractiveness similarity affects consumer responses to advertising
Bekk, Magdalena; Spörrle, Matthias; Völckner, Franziska; … - In: Marketing letters : a journal of research in marketing 28 (2017) 4, pp. 509-522
Persistent link: https://www.econbiz.de/10011780833
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The nature of an apology : an experimental study on how to apologize after a service failure
Roschk, Holger; Kaiser, Susanne - In: Marketing letters : a journal of research in marketing 24 (2013) 3, pp. 293-309
Persistent link: https://www.econbiz.de/10009786892
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Advertising for extensions : moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation
Dens, Nathalie; Pelsmacker, Patrick de - In: Marketing letters : a journal of research in marketing 21 (2010) 2, pp. 175-189
Persistent link: https://www.econbiz.de/10003976732
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Novel versus familiar brands : an analysis of neurophysiology, response latency, and choice
Reimann, Martin; Castaño, Raquel; Zaichkowsky, Judith Lynne - In: Marketing letters : a journal of research in marketing 23 (2012) 3, pp. 745-759
Persistent link: https://www.econbiz.de/10009579972