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Advertising between archetype and brand personality

Bechter, Clemens; Farinelli, Giorgio; Daniel, Rolf-Dieter; … - In: Administrative Sciences : open access journal 6 (2016) 2/5, pp. 1-11

The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework …) Indicator test and rate Brand Personality (Aaker) traits of the two commercials. Results show that there is common ground. This …

Persistent link: https://www.econbiz.de/10012015803

Examining consumer reactions to sincere brands' gratitude expressions : when a simple thank you just won't do

Thomas, Veronica; Bock, Dora; McCullough, Heath - In: International journal of advertising : the review of … 42 (2023) 3, pp. 518-541

Persistent link: https://www.econbiz.de/10014295203

Strong versus weak consumer-brand relationships : matching psychological sense of brand community and type of advertising appeal

Bauer, Brittney C. - In: Psychology & marketing 40 (2023) 4, pp. 791-810

Persistent link: https://www.econbiz.de/10014290861

Trademark Enforcement and Internet Search Advertising : A Regulatory Risk for Brand Owners

Klein, David; Wueller, Joshua - 2017

For well over a century, U.S. trademark law has afforded brand owners certain rights, remedies and obligations. As the …

Persistent link: https://www.econbiz.de/10014123377

Effects of negative brand information : measuring impact of celebrity identification and brand commitment

Um, Nam-hyun - In: Journal of global marketing 26 (2013) 2, pp. 68-79

Persistent link: https://www.econbiz.de/10010189542

Advertisement attitude, brand attitude and purchase intention : reciprocal and mediation effect study

Ganesan, P.; Sridhar, M.; Priyadharsani, Saranya - In: International journal of business excellence 9 (2016) 4, pp. 488-510

Persistent link: https://www.econbiz.de/10011660376

How do emerging countries influence the advertising world of tomorrow? : an analysis of last year's Cannes International Festival of Creativity

Runge, Henrike; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 1, pp. 34-41

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

Persistent link: https://www.econbiz.de/10010424084