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From endorsement to celebrity co-branding : personality transfer
Ambroise, Laure; Pantin-Sohier, Gaëlle; … - In: The journal of brand management : an international journal 21 (2014) 4, pp. 273-285
Persistent link: https://www.econbiz.de/10010362940
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Does an expanded brand user base of co-branded advertising help ad-memorability?
Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379
Persistent link: https://www.econbiz.de/10011919262
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Co-branding strategy in cause-related advertising : the fit between brand and cause
Huertas-García, Rubén; Lengler, Jorge; … - In: The journal of product & brand management 26 (2017) 2, pp. 135-150
Persistent link: https://www.econbiz.de/10011700738
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Are two brands better than one? : investigating the effects of co-branding in advertising on audience memory
Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: Marketing letters : a journal of research in marketing 29 (2018) 1, pp. 37-48
Persistent link: https://www.econbiz.de/10011820291
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Engaging allies for better or worse : investigating the relationship between multiple-brand alliances and persuasion knowledge
Muravskii, Daniil; Smirnova, Maria; Muravskaia, Snezhana - In: International journal of advertising : the review of … 41 (2022) 7, pp. 1282-1313
Persistent link: https://www.econbiz.de/10013417496
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"New and old" : consumer evaluations of co-branding between new brands and Chinese time-honored brands
Zhang, Yicong; Guo, Xiaoling - In: Journal of retailing and consumer services 73 (2023), pp. 1-14
Persistent link: https://www.econbiz.de/10014303117
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Meaning transfer in celebrity endorsement and co-branding : meaning valence, association type, and brand awareness
Tian, Shiyun; Tao, Weiting; Hong, Cheng; Tsai, Wanhsiu Sunny - In: International journal of advertising : the review of … 41 (2022) 6, pp. 1017-1037
Persistent link: https://www.econbiz.de/10013362124
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Fit in celebrity-charity alliances : when perceived celanthropy benefits nonprofit organisations
Ilicic, Jasmina; Baxter, Stacey - In: International journal of nonprofit & voluntary sector … 19 (2014) 3, pp. 200-208
Persistent link: https://www.econbiz.de/10011311812
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Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship
Tsiotsou, Rodoula H.; Alexandris, Kostas; Cornwell, T. … - In: International journal of advertising : the quarterly … 33 (2014) 2, pp. 295-327
Persistent link: https://www.econbiz.de/10010362890