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Listerine - for the bridesmaid who's never a bride : disparaging humour increases brand attitude and recall among the powerless

Newton, Joshua D.; Wong, Jimmy; Newton, Fiona Joy - In: European journal of marketing : EJM 50 (2016) 7/8, pp. 1137-1158

Persistent link: https://www.econbiz.de/10011608881

Listerine – for the bridesmaid who’s never a bride

Newton, Joshua D.; Wong, Jimmy; Newton, Fiona Joy - In: European Journal of Marketing 50 (2016) 7/8, pp. 1137-1158

Purpose While the potential benefits of integrating humour into advertisements are widely understood, the reasons why these effects emerge are not. Drawing on literature about the impact of psychological feelings of power, this research aims to examine how power motivation interacts with the...

Persistent link: https://www.econbiz.de/10014723956

Integrated marketing communications measurement and evaluation

Ewing, Michael - In: Journal of marketing communications 15 (2009) 2/3, pp. 103-117

Persistent link: https://www.econbiz.de/10003881207

Integrated marketing communication measurement and evaluation

Ewing, Michael - In: The evolution of integrated marketing communications : …, (pp. 29-43). 2011

Persistent link: https://www.econbiz.de/10009232922

On the cross-national generalisability and equivalence of advertising response scales developed in the USA

Ewing, Michael T.; Caruana, Albert; Zinkhan, George M. - 2006

Persistent link: https://www.econbiz.de/10003410979

The impact of advertising on market share : controlling for clutter, familiarity, and goodwill decay

De Canha, Nicholas; Ewing, Michael; Tamaddoni, Ali - In: Journal of advertising research 60 (2020) 1, pp. 87-103

Persistent link: https://www.econbiz.de/10012293499