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Ethics of mobile behavioral advertising : antecedents and outcomes of perceived ethical value of advertised brands

Mpinganjira, Mercy; Maduku, Daniel K. - In: Journal of business research : JBR 95 (2019), pp. 464-478

Persistent link: https://www.econbiz.de/10011980256

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 …) Indicator test and rate Brand Personality (Aaker) traits of the two commercials. Results show that there is common ground. This …

Persistent link: https://www.econbiz.de/10012015803

The effect of verbal brand personification on consumer evaluation in advertising : internal and external personification

Chu, Kyounghee; Lee, Do-Hee; Kim, Ji Yoon - In: Journal of business research : JBR 99 (2019), pp. 472-480

Persistent link: https://www.econbiz.de/10012023689

Fighting store brands through the strategic timing of pricing and advertising decisions

Karray, Salma; Martín Herrán, Guiomar - In: European journal of operational research : EJOR 275 (2019) 2, pp. 635-647

Persistent link: https://www.econbiz.de/10011993549

Too sexy for the price? : the effectiveness of erotic advertising depending on the brand's price level

Thomas, Stefan; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 41 (2019) 2, pp. 4-20

Persistent link: https://www.econbiz.de/10012003359

Luxury brands pursuing lifestyle positioning : effects on willingness to pay

Massara, Francesco; Porcheddu, Daniele; Melara, Robert D. - In: The journal of brand management : an international journal 26 (2019) 3, pp. 291-303

Persistent link: https://www.econbiz.de/10012060072

Ad wearout wearout : how time can reverse the negative effect of frequent advertising repetition on brand preference

Kronrod, Ann; Huber, Joel - In: International journal of research in marketing : IJRM ; … 36 (2019) 2, pp. 306-324

Persistent link: https://www.econbiz.de/10012063330

Can your advertising really buy earned impressions? : the effect of brand advertising on word of mouth

Lovett, Mitchell J.; Peres, Renana; Xu, Linli - In: Quantitative marketing and economics : QME 17 (2019) 3, pp. 215-255

Persistent link: https://www.econbiz.de/10012098687

Advertising and brand attitudes : evidence from 575 brands over five years

Du, Rex Yuxing; Joo, Mingyu; Wilbur, Kenneth C. - In: Quantitative marketing and economics : QME 17 (2019) 3, pp. 257-323

Persistent link: https://www.econbiz.de/10012098690

Surrogate advertising in India legal framework, practice and challenges ahead

Gupta, Ruchi - In: Special topics in economics & management, (pp. 15-29). 2017

Persistent link: https://www.econbiz.de/10012099521