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Fitting product placements : affective fit and cognitive fit as determinants of consumer evaluations of placed brands
Gillespie, Brian; Muehling, Darrel D.; Kareklas, Ioannis - In: Journal of business research : JBR 82 (2018), pp. 90-102
Persistent link: https://www.econbiz.de/10011771789
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The effects of processing mode and brand scandals on copycat product evaluations
Braxton, Dominique F.; Muehling, Darrel D.; Joireman, Jeff - In: Journal of marketing communications 25 (2019) 3, pp. 247-267
Persistent link: https://www.econbiz.de/10012203291
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Rebranding : review, conceptualization, and research propositions
Liu, Richie L.; Sprott, David E.; Joireman, Jeff; … - In: Future-focused strategic marketing, (pp. 129-158). 2019
Persistent link: https://www.econbiz.de/10012165342
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The effects of audio-visual and visual-only cues on consumers' responses to co-branded advertising
Wang, Alex; Muehling, Darrel D. - In: Journal of marketing communications 16 (2010) 5, pp. 307-324
Persistent link: https://www.econbiz.de/10008695767
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An involvement explanation for nostalgia advertising effects
Muehling, Darrel D.; Pascal, Vincent J. - In: Journal of promotion management : JPM 18 (2012) 1, pp. 100-118
Persistent link: https://www.econbiz.de/10009535752
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Consumers' responses to positive and negative comparative advertisements : the moderating effect of current brand usage
Muehling, Darrel D.; Laczniak, Russell N.; Ehrich, … - In: Journal of current issues and research in advertising : … 34 (2013) 2, pp. 229-246
Persistent link: https://www.econbiz.de/10009770222