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The impact of brand personality on brand extendibility

Gorny, Marek - 2020

Numerous studies have investigated how brand characteristics influence brand extendibility (i.e., the extent to which a … brand can be used to introduce brand extensions that yield positive brand outcomes). However, despite the high relevance of … brand personality for brand image, no insights are available so far on the impact of brand personality on brand …

Persistent link: https://www.econbiz.de/10012216068

Brand placement repetition in a fictional text

Avramova, Yana R.; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the quarterly … 36 (2017) 1, pp. 38-59

Persistent link: https://www.econbiz.de/10011687876

The behavioral economics of brand choice

Foxall, Gordon R.; Oliveira-Castro, Jorge M.; James, … - 2007

Persistent link: https://www.econbiz.de/10003460750

Perspectives on consumer choice : from behavior to action, from action to agency

Foxall, Gordon R. - 2016

Persistent link: https://www.econbiz.de/10011522666

Consumer culture theory

Özçaglar-Toulouse, Nil (ed.); Rinallo, Russell (ed.); … - 2017

Persistent link: https://www.econbiz.de/10011586593

The Routledge companion to consumer behavior analysis

Foxall, Gordon R. (ed.) - 2016

Persistent link: https://www.econbiz.de/10011341154

Qualitative consumer & marketing research

Belk, Russell W.; Fischer, Eileen; Kozinets, Robert V. - 2012

Designed for students, scholars, and marketing research practitioners, this book is designed to take readers through the basics to an advanced understanding in qualitative marketing and consumer research

Persistent link: https://www.econbiz.de/10011681072

Brand placement in text : the short- and long-term effects of placement modality and need for cognition

Avramova, Yana R.; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the quarterly … 36 (2017) 5, pp. 682-704

Persistent link: https://www.econbiz.de/10011799694

Consumption patterns of the new elite in Zimbabwe

Belk, Russell W. (contributor) - 2000 - [Elektronische Ressource]

Persistent link: https://www.econbiz.de/10001648665

Consumer behaviour analysis : critical perspectives on business and management

Foxall, Gordon R. (contributor) - 2002

Persistent link: https://www.econbiz.de/10001584601