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Leveraged marketing communications : a framework for explaining the effects of secondary brand assoctions

Bergvist, Lars; Taylor, Charles Raymond - In: AMS review : official publication of the Academy of … 6 (2016) 3/4, pp. 157-175

Persistent link: https://www.econbiz.de/10011627993

Advertising for luxury and fashion goods : an emerging area

Taylor, Charles Raymond - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 389-390

Persistent link: https://www.econbiz.de/10011567051

Are two brands better than one? : investigating the effects of co-branding in advertising on audience memory

Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: Marketing letters : a journal of research in marketing 29 (2018) 1, pp. 37-48

Persistent link: https://www.econbiz.de/10011820291

Does an expanded brand user base of co-branded advertising help ad-memorability?

Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379

Persistent link: https://www.econbiz.de/10011919262

Brand building on the Internet

Lindstrøm, Martin; Andersen, Tim Frank - 2000

Persistent link: https://www.econbiz.de/10001483601

Brandwashed : was du kaufst, bestimmen die anderen

Lindstrøm, Martin - 2012

Lindstrom befasst sich seit Jahren mit Neuromarketing und Markenbildung. Bekannt wurde er mit "Buy-ology" (BA 10/09) und "Brand Sense" (ID-B 14/11). An sein 1. Buch knüpft "Brand washed" an. Hier erfährt der Konsument, wie Werbeprofis das Gefühl vermitteln ausgeschlossen zu sein, solange er...

Persistent link: https://www.econbiz.de/10009511812

How best to advertise low-fit brand extensions : a construal level theory perspective

Saeed, Muhammad Rashid; Lee, Richard; Lockshin, Lawrence S. - In: Journal of consumer marketing 41 (2024) 1, pp. 94-109

Persistent link: https://www.econbiz.de/10014471245

Can premium private labels compete with luxury brands : the impact of advertising on perceived luxuriousness

Kim, Seoyoung; Lee, Sungkyu; Lee, Jong-Ho; Taylor, … - In: International journal of advertising : the review of … 39 (2020) 6, pp. 761-782

Persistent link: https://www.econbiz.de/10012260275

When retailers and manufacturers advertise together : examining the effect of co-operative advertising on ad reach and memorability

Nguyen, Cathy; Romaniuk, Jenni; Cohen, Justin; … - In: Journal of retailing and consumer services 55 (2020), pp. 1-7

Persistent link: https://www.econbiz.de/10012268987

Measuring the role of uniqueness and consistency to develop effective advertising

Mafael, Alexander; Raithel, Sascha; Taylor, Charles Raymond - In: Journal of advertising 50 (2021) 4, pp. 494-504

Persistent link: https://www.econbiz.de/10012650828