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Understanding the viability of three types of approach of advertising in emerging markets

Srivastava, R. K.; Dorsch, Michael J. - In: Journal of marketing communications 26 (2020) 8, pp. 799-812

Persistent link: https://www.econbiz.de/10012314019

Congruity between mood and brand involvement enhances the effectiveness of message appeals : dual processing model perspective

Wen, Taylor Jing - In: Journal of marketing communications 27 (2021) 6, pp. 651-669

Persistent link: https://www.econbiz.de/10012624675

Modeling brand immunity : the moderating role of generational cohort membership

Saju, B.; Harikrishnan, K.; Anand, S. Joseph Jeya - In: The journal of brand management : an international journal 25 (2018) 2, pp. 133-146

Persistent link: https://www.econbiz.de/10011891243

Examining the effect of emotional branding in building brand equity of social marketing campaigns : a case on Swachh Bharat, India

Manohar, Sridhar; Kumar, Ramesh J.; Saha, Raiswa; … - In: Society and business review 18 (2023) 2, pp. 197-218

Persistent link: https://www.econbiz.de/10014334059

A multimodal emotion perspective on social media influencer marketing : the effectiveness of influencer emotions, network size, and branding on consumer brand engagement using faci...

Holiday, Steven; Hayes, Jameson L.; Park, Haseon; Lyu, … - In: Journal of interactive marketing 58 (2023) 4, pp. 414-439

Persistent link: https://www.econbiz.de/10014425236

Small sounds, big impact : sonic logos and their effect on consumer attitudes, emotions, brands and advertising placement

Scott, Shawn P.; Sheinin, Daniel; Labrecque, Lauren I. - In: The journal of product & brand management 31 (2022) 7, pp. 1091-1103

Persistent link: https://www.econbiz.de/10013429053

Up in the air! : airline passenger's brand experience and its impact on brand satisfaction mediated by brand love

Pabla, Harleen; Soch, Harmeen - In: Journal of air transport management 107 (2023), pp. 1-11

Persistent link: https://www.econbiz.de/10014322930

Antecedents of brand love leading to purchase intention towards refurbished video game consoles

Kancherla, Akshay; George, Jossy P.; Godwin, Benny J. - In: International journal of internet marketing and … 19 (2023) 3/4, pp. 286-304

Persistent link: https://www.econbiz.de/10014442601

Consumer engagement with self-expressive brands: brand love and WOM outcomes

Wallace, Elaine; Buil, Isabel; De Chernatony, Leslie - In: The journal of product & brand management 23 (2014) 1, pp. 33-42

Persistent link: https://www.econbiz.de/10010358994

The Effect of Emotional Branding on Word-of-Mouth : Evidence from Indonesia

Setiarso, Vita Briliana - 2019

Objective - The purpose of this paper is to explore how brand love affects consumers' brand trust, brand loyalty and word-of-mouth promotion towards an online public transport app in Jakarta, Indonesia. GO-JEK is a cost-effective, transport-based application that is used by passengers in...

Persistent link: https://www.econbiz.de/10012896106

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