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Fear appeals in anti-smoking advertising : how important is self-efficacy?
Manyiwa, Simon; Brennan, Ross - In: Journal of marketing management : MM 28 (2012) 11/12, pp. 1419-1437
Persistent link: https://www.econbiz.de/10009701999
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The development of brand attitudes among young consumers
Pagla, Maria; Brennan, Ross - In: Marketing intelligence & planning 32 (2014) 6, pp. 687-705
Persistent link: https://www.econbiz.de/10010413624
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How Well Does GLOBE Predict Values in Advertising? A Content Analysis of Print Advertising from the UK, Ireland, Poland and Hungary
Czarnecka, Barbara; Brennan, Ross - 2011
This cross-cultural comparative study investigated differences in the frequency and types of value appeals used in print advertising from Poland, the UK, Hungary and Ireland. The methodological approach was content analysis; Pollay’s (1983) value appeals were linked to the GLOBE dimensions...
Persistent link: https://www.econbiz.de/10014178519