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Investigating the impact of digital media advertising content on accepting or rejecting the message mediated by advertising value and modifier of brand trust and marketing innovati...
Janmohammadi, Mahshid - In: International journal of electronic marketing and … 13 (2022) 2, pp. 206-223
Persistent link: https://www.econbiz.de/10013255655
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Multisensory brand experiences in digital media
Musiolik, Thomas Heinrich; Karunanayaka, Kasun; Cheok, … - In: Marketing review St. Gallen : Marketingfachzeitschrift … 36 (2019) 1, pp. 52-57
Persistent link: https://www.econbiz.de/10012010912
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Interactive digital media and impact of customer attitude and technology on brand awareness : evidence from the South Asian countries
Ahmed, Rizwan Raheem; Vveinhardt, Jolita; … - In: Journal of business economics and management 18 (2017) 6, pp. 1115-1134
Persistent link: https://www.econbiz.de/10011781028
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The effects of digital media advertising content on message acceptance or rejection : brand trust as a moderating factor
Pintado, Teresa; Sanchez, Joaquin; Carcelén, Sonia; … - In: Journal of internet commerce 16 (2017) 4, pp. 364-384
Persistent link: https://www.econbiz.de/10011804517
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What does the brand say? : effects of brand feedback to negative eWOM on brand trust and purchase intentions
Bhandari, Manu; Rodgers, Shelly - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 125-141
Persistent link: https://www.econbiz.de/10011859225
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Measuring Youth Perceptions in the Direction of Brands on Digital Media Using Netnography
Farooqi, Raheel - 2021
This study explores and observe the motivations of youth in digital culture which influence them to follow and interact with brands on digital media through netnography. This technique try to adopt patron notion of youth in digital culture which influence them for youth follow brands official...
Persistent link: https://www.econbiz.de/10014087444
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Ethnic brand identity work : responding to authenticity tensions through celebrity endorsement in brand digital self-presentation
Chatzopoulou, Elena; Navazhylava, Kseniya - In: Journal of business research : JBR 142 (2022), pp. 974-987
Persistent link: https://www.econbiz.de/10013169476
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A brand hegemony rejection explanation for digital piracy
Jütte, Espen; Olson, Erik L. - In: European journal of marketing 56 (2022) 5, pp. 1512-1531
Persistent link: https://www.econbiz.de/10013350974
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The role of paid, earned, and owned media in building entertainment brands : reminding, informing, and enhancing enjoyment
Lovett, Mitchell J.; Staelin, Richard - In: Marketing science : the marketing journal of the … 35 (2016) 1, pp. 142-157
Persistent link: https://www.econbiz.de/10011437765
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The role of paid and earned media in building entertainment brands : reminding, informing, and enhancing enjoyment
Lovett, Mitchell; Staelin, Richard - 2012
We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...
Persistent link: https://www.econbiz.de/10009699396