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Sharing consumers' brand storytelling : influence of consumers' storytelling on brand attitude via emotions and cognitions
Hong, JungHwa; Yang, Jie; Wooldridge, Barbara Ross; … - In: The journal of product & brand management 31 (2022) 2, pp. 265-278
Persistent link: https://www.econbiz.de/10013164318
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How to influence the brand attitude of the audience by micro-films
Yu, Hueiju; Chang, Yu-ting - In: Journal of promotion management : JPM 19 (2013) 5, pp. 674-686
Persistent link: https://www.econbiz.de/10010233239
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Emoji your story : the advertising effectiveness of emoji-based narratives
Haltmayer, Vanessa; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 43 (2021) 1/2, pp. 67-94
Persistent link: https://www.econbiz.de/10012600964
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Storytelling in advertisements : understanding the effect of humor and drama on the attitude toward brands
Kasilingam, Dharun; Ajitha, Soundararaj - In: The journal of brand management : an international journal 29 (2022) 4, pp. 341-362
Persistent link: https://www.econbiz.de/10013270437
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Telling more or less? : the impact of blank-leaving narrative style on story immersion and brand attitude
Fan, Chao; Jiang, Feng; Yu, Mingzhe; Tao, Xiaobo - In: The journal of product & brand management 33 (2024) 2, pp. 181-191
Persistent link: https://www.econbiz.de/10014486325
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Linking celebrity endorsement and luxury brand purchase intentions through signaling theory : a serial-mediation model involving psychological ownership, brand trust and brand atti...
Sanan Waheed Khan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 3, pp. 586-613
Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate skyrocketing sales fueled bycelebrity-inspired consumer's confidence. The present study explores the impact of celebrity endorsements as a modern marketing technique on customers'...
Persistent link: https://www.econbiz.de/10012655273
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UGC attributes and effects : implication for luxury brand advertising
Yu, Jihye; Ko, Eunju - In: International journal of advertising : the review of … 40 (2021) 6, pp. 945-967
Persistent link: https://www.econbiz.de/10012623909
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Celebrity endorsements for luxury brands : followers vs. non-followers on social media
Song, Sanga; Kim, Hye-yŏng - In: International journal of advertising : the review of … 39 (2020) 6, pp. 802-823
Persistent link: https://www.econbiz.de/10012260277
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Is the effect of luxury advertising on consumer evaluations of fashion brands positive or negative?
Ono, Akinori; Eguro, Yuka; Narisawa, Taichi; Nomura, Naoki - In: International journal of advertising : the review of … 39 (2020) 6, pp. 843-857
Persistent link: https://www.econbiz.de/10012260279
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Evaluating the impact of early- and late-acquired phonemes on the luxury appeal of brand names
Pathak, Abhishek; Calvert, Gemma; Velasco, Carlos - In: The journal of brand management : an international journal 24 (2017) 6, pp. 522-545
Persistent link: https://www.econbiz.de/10011771416