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Rand communications and customer equity : the mediating role of brand knowledge and word of mouth ads
Bahreinizad, Manizheh; Esmaeilpour, Majid; Moradi, Kianoosh - In: Romanian economic and business review 15 (2020) 4, pp. 90-103
Persistent link: https://www.econbiz.de/10012631932
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The impact of Hspanic-targeted advertising on consumers'brand love in services
Madadi, Rozbeh; Torres, Ivonne M.; Fazli-Salehi, Reza; … - In: Journal of international consumer marketing 33 (2021) 2, pp. 137-158
Persistent link: https://www.econbiz.de/10012483607
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Can your advertising really buy earned impressions? : the effect of brand advertising on word of mouth
Lovett, Mitchell J.; Peres, Renana; Xu, Linli - In: Quantitative marketing and economics : QME 17 (2019) 3, pp. 215-255
Persistent link: https://www.econbiz.de/10012098687
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Brand communications and customer equity : the mediating role of brand knowledge and word of mouth ads
Moradi, Kianoosh; Bahreinizad, Manizheh; Esmaeilpour, Majid - In: The Romanian economic journal : REJ 23 (2020) 78, pp. 117-133
Persistent link: https://www.econbiz.de/10012595460
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Effects of attributes factors of brand webtoon on purchase intention : intention of word of mouth as a mediating variable
Shin, Hyun-Sin - In: Journal of international trade & commerce 13 (2017) 5, pp. 125-141
Persistent link: https://www.econbiz.de/10011800884
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A simplified mobile advertising model to study advertising spreading through personal social networks and branded apps
Garcia-Davalos, Alexander; Garcia-Duque, Jorge - In: Journal of promotion management : innovations in … 29 (2023) 8, pp. 1104-1137
Persistent link: https://www.econbiz.de/10014369753
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Suspicious online product reviews : an empirical analysis of brand and product characteristics using Amazon data
Ko, Eunhee Emily; Bowman, Douglas - In: International journal of research in marketing : IJRM ; … 40 (2023) 4, pp. 898-911
Persistent link: https://www.econbiz.de/10014451312
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The effects of positive valence and intensity of word-of-mouth and advertising on forming beer brand equity and purchase intentions
Wang, Edward Shih-Tse; Lin, Jia-Yi; Liao, Yu-Ting - In: Journal of food products marketing : innovations in … 29 (2023) 8/9, pp. 255-269
Persistent link: https://www.econbiz.de/10014443964
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Did you hear our brand is hated? : the unexpected upside of hate-acknowledging advertising for polarizing brands
Monahan, Lisa; Espinosa, Jennifer A.; Langenderfer, Jeff; … - In: Journal of business research : JBR 154 (2023), pp. 1-14
Persistent link: https://www.econbiz.de/10013468644
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Electronic Word-of-Mouth Advertising Versus Brand Strength : Effects On Consumers’ Purchasing Decision
Porto, Rafael; Watanabe, Eluiza Alberto de Morais; … - 2021
Purpose: The research compared the effect of electronic word-of-mouth advertising (e-WOM) and brand strength in consumers' decision to purchase an experience product and service.Theoretical framework: There is no clarity of the most significant influencer of the purchase decision: (1) being a...
Persistent link: https://www.econbiz.de/10014086741