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Can vague brand slogans promote desirable consumer responses?
Strutton, David; Roswinanto, Widyarso - In: The journal of product & brand management 23 (2014) 4/5, pp. 282-294
Persistent link: https://www.econbiz.de/10010422971
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Making the brand appealing : advertising strategies and consumers' attitude towards UK retail bank brands
Mogaji, Emmanuel; Danbury, Annie - In: The journal of product & brand management 26 (2017) 6, pp. 531-544
Persistent link: https://www.econbiz.de/10011801051
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Effects of promotional-based advertising on brand associations
Clayton, Michael; Heo, Jun - In: The journal of product & brand management 20 (2011) 4, pp. 309-315
Persistent link: https://www.econbiz.de/10009314005
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Co-branding strategy in cause-related advertising : the fit between brand and cause
Huertas-García, Rubén; Lengler, Jorge; … - In: The journal of product & brand management 26 (2017) 2, pp. 135-150
Persistent link: https://www.econbiz.de/10011700738
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Brand implications of advertising products with their reflections
Sharma, Nazuk; Romero, Marisabel - In: The journal of product & brand management 31 (2022) 2, pp. 310-321
Persistent link: https://www.econbiz.de/10013164326
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The contribution of a brand spokesperson's voice to consumer-based brand equity
Zoghaib, Alice - In: The journal of product & brand management 26 (2017) 5, pp. 492-502
Persistent link: https://www.econbiz.de/10011778298
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Can advertising creativity affect product perceptions and retailer evaluations?
Modig, Erik; Rosengren, Sara - In: The journal of product & brand management 23 (2014) 6, pp. 452-461
Persistent link: https://www.econbiz.de/10010429344
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How exposure to logos and logo varieties fosters brand prominence and freshness
Sääksjärvi, Maria; Hende, Ellis van den; Mugge, Ruth; … - In: The journal of product & brand management 24 (2015) 7, pp. 736-744
Persistent link: https://www.econbiz.de/10011416936
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Cognitive and emotional processing of brand logo changes
Peterson, Mark; Al Shebil, Saleh; Bishop, Melissa - In: The journal of product & brand management 24 (2015) 7, pp. 745-757
Persistent link: https://www.econbiz.de/10011416937
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Brand logo design : examining consumer response to naturalness
Machado, Joana Cesar; Carvalho, Leonor Vacas de; … - In: The journal of product & brand management 24 (2015) 1, pp. 78-87
Persistent link: https://www.econbiz.de/10010514465