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How re-designing angular logos to be rounded shapes brand attitude : consumer brand commitment and self-construal

Walsh, Michael F.; Winterich, Karen Page; Mittal, Vikas - In: The journal of consumer marketing 28 (2011) 6, pp. 438-447

Persistent link: https://www.econbiz.de/10009407562

How Re-Designing Angular Logos to Be Rounded Shapes Brand Attitude : Consumer Brand Commitment and Self-Construal

Walsh, Michael F.; Winterich, Karen Page; Mittal, Vikas - 2012

Purpose – This research aims to explore how consumer responses to logo redesign (from angular to rounded) are contingent on brand commitment and self-construal. The authors aim to explore two issues. First, what is the role of brand commitment on response to logo redesign and underlying brand...

Persistent link: https://www.econbiz.de/10014173417

When celebrities count : power distance beliefs and celebrity endorsements

Winterich, Karen Page; Gangwar, Manish; Grewal, Rajdeep - In: Journal of marketing 82 (2018) 3, pp. 70-86

Persistent link: https://www.econbiz.de/10011850417

The role of accent standardness in message preference and recall

Morales, Andrea C.; Scott, Maura L.; Yorkston, Eric A. - In: Journal of advertising : official publication of the … 41 (2012) 1, pp. 33-45

Persistent link: https://www.econbiz.de/10009536716

How disgust enhances the effectiveness of fear appeals

Morales, Andrea C.; Wu, Eugenia C.; Fitzsimons, Gavan J. - In: Journal of marketing research : JMR 49 (2012) 3, pp. 383-393

Persistent link: https://www.econbiz.de/10009563637

Hedonic contamination of entertainment : how exposure to advertising in movies and television taints subsequent entertainment experiences

Russell, Cristel Antonia; Russell, Dale W.; Morales, … - In: Journal of advertising research 57 (2017) 1, pp. 38-52

Persistent link: https://www.econbiz.de/10011707660