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Strengthening consumer-brand relationships through avatars

Elsharnouby, Mohamed H.; Jayawardhena, Chanaka; Liu, Hongfei - In: Journal of research in interactive marketing : … 17 (2023) 4, pp. 581-601

Persistent link: https://www.econbiz.de/10014313644

And now, goodbye : consumer response to sponsor exit

Ruth, Julie A.; Strizhakova, Yuliya - In: International journal of advertising : the quarterly … 31 (2012) 1, pp. 39-62

Persistent link: https://www.econbiz.de/10009510695

Drivers of local relative to global brand purchases : a contingency approach

Strizhakova, Yuliya; Coulter, Robin A. - In: Journal of international marketing 23 (2015) 1, pp. 1-22

Persistent link: https://www.econbiz.de/10010520821

Branding in a global marketplace : the mediating effects of quality and self-identity brand signals

Strizhakova, Yuliya; Coulter, Robin A.; Price, Linda L. - In: International journal of research in marketing : IJRM ; … 28 (2011) 4, pp. 342-351

Persistent link: https://www.econbiz.de/10009406664

Branding in a Global Marketplace : The Mediating Effects of Quality and Self-Identity Brand Signals

Strizhakova, Yuliya; Coulter, Robin A.; Price, Linda - 2011

Research documents that consumers with a stronger belief in global citizenship through global brands (GCGB) view branded products as more important and prefer global over local brands. We test the mediating effects of consumer use of quality and self-identity brand signals on the relationships...

Persistent link: https://www.econbiz.de/10014182087