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Strong versus weak consumer-brand relationships : matching psychological sense of brand community and type of advertising appeal
Bauer, Brittney C. - In: Psychology & marketing 40 (2023) 4, pp. 791-810
Persistent link: https://www.econbiz.de/10014290861
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How personalized advertising affects equity of brands advertised on Facebook? : a mediation mechanism
Tran, Trang P.; Lin, Chien-Wei; Baalbaki, Sally; … - In: Journal of business research : JBR 120 (2020), pp. 1-15
Persistent link: https://www.econbiz.de/10012417083
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Conceptualising performative Instagram influencer and user relationships : through advertising and sponsored brand content
Wilson, Jonathan A. J.; Arroyo, Laura - In: International journal of business performance … 23 (2022) 3, pp. 257-284
Persistent link: https://www.econbiz.de/10013440055
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The impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers
Arman Hj Ahmad; Idris, Izian; Mason, Cordelia; Shenn … - In: International journal of financial research 10 (2019) 5, pp. 54-65
Persistent link: https://www.econbiz.de/10012392473
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The antecedents and consequences of brand experience and purchase intention
Shukla, Mahima; Sharma, Ashok; Misra, Richa; Jain, Vinamra - In: International journal of electronic business : IJEB 16 (2021) 3, pp. 215-238
Persistent link: https://www.econbiz.de/10012597995
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Korean consumer perspectives on social media advertising and intention to join brand pages
Muk, Alexander; Chung, Christina; Kim, Jonghoon - In: Journal of global scholars of marketing science : … 24 (2014) 4, pp. 384-294
Persistent link: https://www.econbiz.de/10010438493
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The impact of social media advertising on purchase intention : the mediation role of consumer brand engagement
Weeraporn Supotthamjaree; Preeda Srinaruewan - In: International journal of internet marketing and … 15 (2021) 5/6, pp. 498-526
Persistent link: https://www.econbiz.de/10012670713
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The impact of social media activities on raising brand awareness during the COVID-19 pandemic : the case of fashion industry in Kosovo
Rrustemi, Visar; Baca, Granit - In: Management : journal of contemporary management issues 26 (2021) 2, pp. 295-310
Persistent link: https://www.econbiz.de/10013502505
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Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand : the role of source credibility and congruency
Tian, Shiyun; Li, Jo Yun - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 133-161
Persistent link: https://www.econbiz.de/10014318186
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Why consumers like facebook brands : the role of aspirational brand personality in consumer behavior
Dodoo, Naa Amponsah - In: Journal of promotion management : JPM 24 (2018) 1, pp. 103-127
Persistent link: https://www.econbiz.de/10011875352