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Future developments in IMC : why e-mail with video trumps text-only e-mails for brands
Scheinbaum, Angeline Close; Hampel, Stefan; Kang, Mihuyn - In: European journal of marketing : EJM 51 (2017) 3, pp. 627-645
Persistent link: https://www.econbiz.de/10011698254
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Effects of review spam in a firm-initiated virtual brand community : evidence from smartphone customers
Feng, Nan; Su, Zhenjing; Li, Dahui; Zheng, Chundong; … - In: Information & management : the internat. journal of … 55 (2018) 8, pp. 1061-1070
Persistent link: https://www.econbiz.de/10011947025
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The role of respect in the effects of perceived ad interactivity and intrusiveness on brand and site
Tan, Bin Jun; Brown, Mark; Pope, Nigel - In: Journal of marketing communications 25 (2019) 3, pp. 288-306
Persistent link: https://www.econbiz.de/10012203297
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Promoting service brands via the internet
Vilnai-Yavetz, Iris; Tifferet, Sigal - In: The service industries journal 33 (2013) 15/16, pp. 1544-1563
Persistent link: https://www.econbiz.de/10010229412
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Cluster analysis of luxury brands on the internet
Geerts, Angy - In: International journal of management and marketing … 6 (2013) 2, pp. 79-92
Persistent link: https://www.econbiz.de/10010195007
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Using best-worse scaling to reveal perceived relative importance of website attributes
Pascoe, Michael; Wright, Owen; Winzar, Hume - In: Asia Pacific journal of marketing and logistics 29 (2017) 2, pp. 393-408
Persistent link: https://www.econbiz.de/10011636616
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Markenaufbau im Internet : Identifikation und Analyse zentraler Wirkungselemente der Unternehmensidentität im Rahmen der Einstellungsbildung von Online-Shop-Besuchern
Suckow, Christina - 2011
Der Aufbau der Unternehmensmarke findet in der Regel über die Entwicklung und Kommunikation der Unternehmensidentität statt. Christina Suckow identifiziert relevante Elemente, mithilfe derer die Identität reiner E-Brands über die Webseite aufgebaut und transportiert wird. Im Rahmen einer...
Persistent link: https://www.econbiz.de/10014425320
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How e-mail defines, builds and leverages brands
Schneider, Anthony - In: Multichannel marketing ecosystems : [creating connected …, (pp. 87-97). 2014
Persistent link: https://www.econbiz.de/10010481836
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Future Developments in IMC : Why E-Mail with Video Trumps Text-Only E-Mail for Brands
Scheinbaum, Angeline Close; Hampel, Stefan; Kang, Mihuyn - 2020
The objective is to examine affective and attitudinal consumer responses to audiovisual (i.e., short videos) verses text-only messages in brand communication. Via experimental findings with an adult sample and two brands (Apple and Audi), we find that integrating audiovisual content in email to...
Persistent link: https://www.econbiz.de/10014104008