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Applying the GRA and entropy to select the most appropriate advertising spokesman
Hsu, Pi-fang; Su, Yu-hsun - In: Journal of international marketing and marketing research 33 (2008) 1, pp. 19-29
Persistent link: https://www.econbiz.de/10003639586
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International celebrities: worldwide surrogate salesforce?
Erdogan, B. Zafer - In: Journal for global business advancement : JGBA 1 (2007/08) 4, pp. 362-369
Persistent link: https://www.econbiz.de/10003771445
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The image as the determinant of the radio advertisement medium - the connection between type of an enterprise and key factors in the decision making process regarding the choice of...
Piotrowska-Pia̜tek, Agnieszka - In: Comparative economic research : Central and Eastern Europe 11 (2008) 4, pp. 127-139
Persistent link: https://www.econbiz.de/10003833260
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Endorsement practice : how agencies select spokespeople
Erdogan, B. Zafer; Drollinger, Tanya - In: Journal of advertising research 48 (2008) 4, pp. 573-582
Persistent link: https://www.econbiz.de/10003797985
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Could Ralph Nader's entrance and exit have helped Al Gore? : the impact of decoy dynamics on consumer choice
Hedgcock, William; Rao, Akshay R.; Chen, Haipeng - In: Journal of marketing research : JMR 46 (2009) 3, pp. 330-343
Persistent link: https://www.econbiz.de/10003860652
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How product trial alters the effects of model attractiveness : an adapted etic approach in Romania
Micu, Camelia C.; Coulter, Robin A.; Price, Linda L. - In: Journal of advertising : official publication of the … 38 (2009) 2, pp. 69-81
Persistent link: https://www.econbiz.de/10003863803
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Long live creative media choice : the medium as a persistent brand cue
Dahlén, Micael; Friberg, Lars; Nilsson, Erik - In: Journal of advertising : official publication of the … 38 (2009) 2, pp. 121-129
Persistent link: https://www.econbiz.de/10003863813
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Integrated marketing communications : from media channels to digital connectivity
Mulhern, Frank - In: Journal of marketing communications 15 (2009) 2/3, pp. 85-101
Persistent link: https://www.econbiz.de/10003881169
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The attitudes of middle class versus upper class male and female consumers regarding the effectiveness of celebrity endorsers
Premeaux, Shane R. - In: Journal of promotion management : JPM 15 (2009) 1/2, pp. 2-21
Persistent link: https://www.econbiz.de/10003884503
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Endorser weight and perceptions of brand attitude and intent to purchase
Westover, Michael Lea; Randle, Quint - In: Journal of promotion management : JPM 15 (2009) 1/2, pp. 57-73
Persistent link: https://www.econbiz.de/10003884506