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Advertising strategies for brand image repair : the effectiveness of advertising alliances
Maehle, Natalia; Supphellen, Magne - In: Journal of marketing communications 21 (2015) 6, pp. 450-462
Persistent link: https://www.econbiz.de/10011518852
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Crossing the cultural divide through bilingual advertising : the moderating role of brand cultural symbolism
Kubat, Umut; Swaminathan, Vanitha - In: International journal of research in marketing : IJRM ; … 32 (2015) 4, pp. 354-362
Persistent link: https://www.econbiz.de/10011428859
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Product placement by global brands as an alternative strategy : is it worth in emerging market?
Srivastava, Rajesh K. - In: Journal of strategic marketing 23 (2015) 2, pp. 141-156
Persistent link: https://www.econbiz.de/10011305971
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False recall of brands in advergames : a cross-country comparison
Hernandez, Monica D.; Minor, Michael - In: Journal of research in interactive marketing : … 9 (2015) 1, pp. 54-69
Persistent link: https://www.econbiz.de/10011297936
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Effects of Global Consumer Culture Positioning versus Local Consumer Culture Positioning in TV Advertisements on Consumers’ Brand Evaluation and Attitude toward Brand
Lee, Chol - 2020
Purpose – We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer...
Persistent link: https://www.econbiz.de/10012839485
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The effectiveness of openness in advertising for familiar and unfamiliar brands across different nationalities
Ketelaar, Paul E.; Maesen, Stijn; Linssen, Lisbeth; … - In: Journal of euromarketing 22 (2013) 1/2, pp. 5-23
Persistent link: https://www.econbiz.de/10010127921
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The influence of advertisement repetition on price image in the context of higher education services
Silva, Thayse Schneider da; Perin, Marcelo Gattermann; … - In: Journal of revenue and pricing management 18 (2019) 4, pp. 342-352
Persistent link: https://www.econbiz.de/10012056883
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Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 295-317
Persistent link: https://www.econbiz.de/10012006997
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How brands highlight country of origin in magazine advertising : a content analysis
Hornikx, Jos; Meurs, Frank van; Heuvel, Jauke van den; … - In: Journal of global marketing 33 (2020) 1, pp. 34-45
Persistent link: https://www.econbiz.de/10012201062