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Moment-to-moment optimal branding in TV commercials : preventing avoidance by pulsing

Teixeira, Thales S.; Wedel, Michel; Pieters, Rik - In: Marketing science : the marketing journal of the … 29 (2010) 5, pp. 783-804

Persistent link: https://www.econbiz.de/10008702239

Heads up : head movements during ad exposure respond to consumer goals and predict brand memory

Pieters, Rik; Wedel, Michel - In: Journal of business research : JBR 111 (2020), pp. 281-289

Persistent link: https://www.econbiz.de/10012237814

Copy alert : a method and metric to detect visual copycat brands

Satomura, Takuya; Wedel, Michel; Pieters, Rik - In: Journal of marketing research : JMR 51 (2014) 1, pp. 1-13

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Competitive brand salience

Lans, Ralf van der; Pieters, Rik; Wedel, Michel - In: Marketing science : the marketing journal of the … 27 (2008) 5, pp. 922-931

Persistent link: https://www.econbiz.de/10003780162

Out-of-category brand imitation : product categorization determines copycat evaluation

Horen, Femke van; Pieters, Rik - In: Journal of consumer research : JCR ; an … 44 (2017) 4, pp. 816-832

Persistent link: https://www.econbiz.de/10011780567

Understanding branding in a digitally empowered world

Erdem, Tulin; Keller, Kevin Lane; Kuksov, Dmitri; … - In: International journal of research in marketing : IJRM ; … 33 (2016) 1, pp. 3-10

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Preference reversal for copycat brands : uncertainty makes imitation feel good

Horen, Femke van; Pieters, Rik - In: Journal of economic psychology : research in economic … 37 (2013), pp. 54-64

Persistent link: https://www.econbiz.de/10010234305

Consumer evaluation of copycat brands : the effect of imitation type

Horen, Femke van; Pieters, Rik - In: International journal of research in marketing : IJRM ; … 29 (2012) 3, pp. 246-255

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Consumer Evaluation of Copycat Brands : The Effect of Imitation Type

van Horen, Femke - 2012

Copycat brands imitate the trade dress of a leader brand to free ride on the latter's equity. Copycats can imitate the distinctive, perceptual features of the leader brand, such as the lilac color of the Milka chocolate brand, or they can imitate the underlying meaning or theme of the leader...

Persistent link: https://www.econbiz.de/10013107050

Brand extension strategy planning: empirical estimation of brand-category personality fit and atypicality

Batra, Rajeev; Lenk, Peter J.; Wedel, Michel - In: Journal of marketing research : JMR 47 (2010) 2, pp. 335-347

Persistent link: https://www.econbiz.de/10003965481