Similar Search Results

New directions in international advertising research

Taylor, Charles Raymond (contributor); … - 2002 - 1. ed

Persistent link: https://www.econbiz.de/10001687364

New directions in international advertising research

Taylor, Charles Raymond (contributor) - 2002

This book addresses the need to move international advertising in new directions by summarizing existing knowledge in several areas, reporting findings of new studies, and providing future research directions. It is aimed both at scholars who have an interest in international advertising...

Persistent link: https://www.econbiz.de/10009627291

Minimalism in consumption : a typology and brand engagement strategies

Pangarkar, Aniruddha; Shukla, Paurav; Taylor, Charles … - In: Journal of business research : JBR 127 (2021), pp. 167-178

Persistent link: https://www.econbiz.de/10012494363

Ethical considerations for pharmaceutical marketing

Lolk, Christian; Taylor, Charles Raymond - In: The SAGE handbook of marketing ethics, (pp. 326-338). 2021

Persistent link: https://www.econbiz.de/10012306237

Can premium private labels compete with luxury brands : the impact of advertising on perceived luxuriousness

Kim, Seoyoung; Lee, Sungkyu; Lee, Jong-Ho; Taylor, … - In: International journal of advertising : the review of … 39 (2020) 6, pp. 761-782

Persistent link: https://www.econbiz.de/10012260275

Leveraged marketing communications : a framework for explaining the effects of secondary brand assoctions

Bergvist, Lars; Taylor, Charles Raymond - In: AMS review : official publication of the Academy of … 6 (2016) 3/4, pp. 157-175

Persistent link: https://www.econbiz.de/10011627993

Beyond seeing Mcdonald's Fiesta menu : the role of accent in brand sincerity of ethnic products and brands

Puzakova, Marina; Kwak, Hyokjin; Bellan, Monique - In: Journal of advertising : official publication of the … 44 (2015) 3, pp. 219-231

Persistent link: https://www.econbiz.de/10011313250

When humanizing brands goes wrong : the detrimental effect of brand anthropomorphization amid product wrongdoings

Puzakova, Marina; Kwak, Hyokjin; Rocereto, Joseph F. - In: Journal of marketing 77 (2013) 3, pp. 81-100

Persistent link: https://www.econbiz.de/10009747821

The connubial relationship between market orientation and entrepreneurial orientation

Kwak, Hyokjin; Jaju, Anupam; Puzakova, Marina; … - In: Journal of marketing theory and practice 21 (2013) 2, pp. 141-161

Persistent link: https://www.econbiz.de/10009777324

Painting your point : the role of color in firms' strategic responses to product failures via advertising and marketing communications

Puzakova, Marina; Kwak, Hyokjin; Ramanathan, Suresh; … - In: Journal of advertising : official publication of the … 45 (2016) 4, pp. 365-376

Persistent link: https://www.econbiz.de/10011633824