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Modeling brand advertising with heterogeneous consumer response : channel implications

Karray, Salma - In: Mathematics in business management : [International …, (pp. 181-199). 2015

Persistent link: https://www.econbiz.de/10011488363

The impact of a store brand introduction in a supply chain with competing manufacturers : the strategic role of pricing and advertising decision timing

Karray, Salma; Martín Herrán, Guiomar - In: International journal of production economics 244 (2022), pp. 1-19

Persistent link: https://www.econbiz.de/10013185374

Matching luxury brand appeals with attitude functions on social media across cultures

Choi, Yung Kyun; Seo, Yuri; Wagner, Udo; Yoon, Sukki - In: Journal of business research : JBR 117 (2020), pp. 520-528

Persistent link: https://www.econbiz.de/10012287957

Fighting store brands through the strategic timing of pricing and advertising decisions

Karray, Salma; Martín Herrán, Guiomar - In: European journal of operational research : EJOR 275 (2019) 2, pp. 635-647

Persistent link: https://www.econbiz.de/10011993549

The effects of competence and warmth appeals on luxury and sustainable brand advertising : the moderating role of construal level

Septianto, Felix; Seo, Yuri; Zhao, Fang - In: Journal of advertising 51 (2022) 3, pp. 369-384

Persistent link: https://www.econbiz.de/10013362319

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness : a construal level perspective

Septianto, Felix; Japutra, Arnold; Sung, Billy; Seo, Yuri - In: International marketing review 39 (2022) 4, pp. 931-954

Persistent link: https://www.econbiz.de/10013396344

The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising : The Moderating Role of Construal Level

Septianto, Felix; Seo, Yuri; Zhao, Fang - 2021

This research examines how warmth and competence advertising can be effectively utilized in luxury and sustainable brand advertising. Across four experimental studies, this research shows diametrically opposite “match-up” effects between advertising appeals and construal levels for luxury...

Persistent link: https://www.econbiz.de/10013312004