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Advertising in the world of social media-based brand communities

Habibi, Mohammad Reza; Laroche, Michel; Richard, Marie-Odile - In: Handbook of research on effective advertising …, (pp. 160-170). 2015

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How to reduce perceived risk when buying online : the interactions between intangibility, product knolwedge, brand familarity, privacy and security concerns

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More than a mere cup of coffee : when perceived luxuriousness triggers Chinese customers' perceptions of quality and self-congruity

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An investigation into online atmospherics : the effect of animated images on emotions, cognition, and purchase intentions

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Global vs local brands : how home country bias and price differences impact brand evaluations

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Marketing countries, places, and place-associated brands : identity and image

Papadopoulos, Nicolas G. (ed.); Cleveland, Mark (ed.) - 2021

Contents: Introduction: The 'country' vs. 'Place' and 'marketing' vs. 'Branding' conundrum / Nicolas Papadopoulos and Mark Cleveland -- Part I: 'birds of a feather, all over the place': My neighbourhood, my town, my country -- 1. Conceptions of place: From streets and neighbourhoods to towns,...

Persistent link: https://www.econbiz.de/10012665636