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Influence of two modes of intergenerational communication on brand equity

Cai, Yuanyuan; Zhao, Guangzhi; He, Jiaxun - In: Journal of business research : JBR 68 (2015) 3, pp. 553-560

Persistent link: https://www.econbiz.de/10010496182

The role of regulatory focus and self-view in "green" advertising message framing

Kareklas, Ioannis; Carlson, Jeffrey R.; Muehling, Darrel D. - In: Journal of advertising : official publication of the … 41 (2012) 4, pp. 25-39

Persistent link: https://www.econbiz.de/10009762984

The role of regulatory focus and self-view in "green" advertising message framing

Kareklas, Ioannis; Carlson, Jeffrey R.; Muehling, Darrel D. - In: Green advertising and the reluctant consumer, (pp. 19-33). 2014

Persistent link: https://www.econbiz.de/10010399387

Reexamining health messages in the digital age : a fresh look at source credibility effects

Kareklas, Ioannis; Muehling, Darrel D.; Weber, T. J. - In: Journal of advertising : official publication of the … 44 (2015) 2, pp. 88-104

Persistent link: https://www.econbiz.de/10011292330

Influences of two modes of intergenerational communication on brand equity

Cai, Yuanyuan; Zhao, Guangzhi; He, Jiaxun - In: Journal of Business Research 68 (2015) 3, pp. 553-560

Intergenerational (IG) communication within a family is an important source of brand equity. This study investigates how IG communication influences brand equity through multiple mechanisms. A careful examination of the nature and process of IG communication reveals two distinctive modes of IG...

Persistent link: https://www.econbiz.de/10011193932

Exploring the boundaries of nostalgic advertising effects : a consideration of childhood brand exposure and attachment on consumers' responses to nostalgia-themed advertisements

Muehling, Darrel D.; Sprott, David E.; Sultan, Abdullah J. - In: Journal of advertising : official publication of the … 43 (2014) 1, pp. 73-84

Persistent link: https://www.econbiz.de/10010344083