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Marketing communication strategies and consumer financial decision making : the role of national culture

Petersen, J. Andrew; Kushwaha, Tarun; Kumar, V. - In: Journal of marketing 79 (2015) 1, pp. 44-63

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Super bowl XLVII TV advertising in the USA : male and female impressions among college students

Akcay, Okan; Dalgin, M. Halim - In: Eurasian business review 6 (2016) 1, pp. 25-36

watch the Super Bowl. Its popularity is driving marketing forces such as TV commercials, corporate sponsorship, publicity … Super Bowl Advertising among college students to determine what characteristics of the ads were significant what …

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The role of advertising in word of mouth

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The influence of sender trust and advertiser trust on multistage effects of viral advertising

Cho, Soyoen; Huh, Jisu; Faber, Ronald J. - In: Journal of advertising : official publication of the … 43 (2014) 1, pp. 100-114

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The impact of source effects and message valence on work of mouth retransmission

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Reexamining health messages in the digital age : a fresh look at source credibility effects

Kareklas, Ioannis; Muehling, Darrel D.; Weber, T. J. - In: Journal of advertising : official publication of the … 44 (2015) 2, pp. 88-104

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Online persuasion : how the written word drives WOM ; evidence from consumer-generated product reviews

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Brand advertising in an access-ownership world : how marketing channels impact message persuasiveness

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You get a book! : demand spillovers, combative advertising, and celebrity endorsements

Garthwaite, Craig L. - 2012

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