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Cute brand logo enhances favorable brand attitude : the moderating role of hope

Septianto, Felix; Paramita, Widya - In: Journal of retailing and consumer services 63 (2021), pp. 1-9

Persistent link: https://www.econbiz.de/10012665986

The effects of mixed emotional appeals in leveraging paradox brands

Xin, Benlu; Zhu, Chengfeng; Septianto, Felix - In: Journal of business research : JBR 153 (2022), pp. 266-275

Persistent link: https://www.econbiz.de/10013534022

How religiosity affects attitudes toward brands that utilize LGBTQ-themed advertising

Chowdhury, Rafi M. M. I.; Arli, Denni; Septianto, Felix - In: Journal of business ethics : JBE 193 (2024) 1, pp. 63-88

Persistent link: https://www.econbiz.de/10014637572

Mixed emotional appeal enhances advertising effectiveness of pro-environmental luxury brands : the mediating role of cognitive flexibility

Nallaperuma, Kaushalya; Septianto, Felix; … - In: Asia Pacific journal of marketing and logistics 34 (2022) 1, pp. 175-189

Persistent link: https://www.econbiz.de/10012798110

The role of art infusion in enhancing pro-environmental luxury brand advertising

Quach, Sara; Septianto, Felix; Thaichon, Park; … - In: Journal of retailing and consumer services 64 (2022), pp. 1-10

Persistent link: https://www.econbiz.de/10013209490

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

Consumers' responses to moral controversies of religiously positioned brands : the effects of religiosity on brand loyalty

Chowdhury, Rafi M. M. I.; Arli, Denni; Septianto, Felix - In: European journal of marketing 56 (2022) 5, pp. 1398-1433

Persistent link: https://www.econbiz.de/10013350967

The role of cultural congruence in the art infusion effect

Seo, Yuri; Septianto, Felix; Ko, Eunju - In: Journal of consumer psychology : JCP ; the official … 32 (2022) 4, pp. 634-651

Persistent link: https://www.econbiz.de/10013426623

Too cute to be bad? : cute brand logo reduces consumer punishment following brand transgressions

Septianto, Felix; Kwon, Junbum - In: International journal of research in marketing : IJRM ; … 39 (2022) 4, pp. 1108-1126

Persistent link: https://www.econbiz.de/10013471066

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