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Disclosing the persuasive nature of advergames : moderation effects of mood on brand responses via persuasion knowledge
Reijmersdal, Eva A. van; Lammers, Nienke; Rozendaal, Esther - In: International journal of advertising : the quarterly … 34 (2015) 1, pp. 70-84
Persistent link: https://www.econbiz.de/10011298746
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The impact of consistency between the emotional feature of advertising music and brand personality on brand experience
Hou, Jianrong; Zhao, Xiaofeng; Zheng, Jiahao - In: Journal of management analytics 6 (2019) 3, pp. 250-268
Persistent link: https://www.econbiz.de/10012171430
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Making the brand appealing : advertising strategies and consumers' attitude towards UK retail bank brands
Mogaji, Emmanuel; Danbury, Annie - In: The journal of product & brand management 26 (2017) 6, pp. 531-544
Persistent link: https://www.econbiz.de/10011801051
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Cognitive and affective responses to schema-incongruent brand messages : an empirical investigation
Halkias, Georgios; Kokkinaki, Flora - In: Neuroscience and the economics of decision making, (pp. 165-181). 2012
Persistent link: https://www.econbiz.de/10010371035
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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
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Consumer perceptions of credibility and selling intent among advertisements, advertorials, and editorials : a persuasion knowledge model approach
Attaran, Sharmin; Notarantonio, Elaine M.; Quigley, … - In: Journal of promotion management : JPM 21 (2015) 6, pp. 703-720
Persistent link: https://www.econbiz.de/10011433639
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Advertising between archetype and brand personality
Bechter, Clemens; Farinelli, Giorgio; Daniel, Rolf-Dieter; … - In: Administrative Sciences : open access journal 6 (2016) 2/5, pp. 1-11
The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework in the context of advertising. C.G. Jung's theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite...
Persistent link: https://www.econbiz.de/10012015803
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Fake news, real problems for brands : the impact of content truthfulness and source credibility on consumers' behavioral intentions toward the advertised brands
Visentin, Marco; Pizzi, Gabriele; Pichierri, Marco - In: Journal of interactive marketing : a quarterly … 45 (2019), pp. 99-112
Persistent link: https://www.econbiz.de/10011998011
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Can brand experience shorten consumers' psychological distance toward the brand? : the effect of brand experience on consumers' construal level
Kim, Dong Hoo; Song, Doori - In: The journal of brand management : an international journal 26 (2019) 3, pp. 255-267
Persistent link: https://www.econbiz.de/10012060067
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Me, myself, and Ikea : qualifying generic self-referencing effects in brand judgment
Fennis, Bob Michaël; Wiebenga, Jacob H. - In: Journal of business research : JBR 72 (2017), pp. 69-79
Persistent link: https://www.econbiz.de/10011645481