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Magazine advertising : factors influencing the effectiveness of celebrity advertising
Martín-Santana, Josefa D.; Beerli-Palacio, Asunción - In: Journal of promotion management : JPM 19 (2013) 2, pp. 139-166
Persistent link: https://www.econbiz.de/10009754907
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Celebrity Bromances: Constructing, Interpreting and Utilising Personas
Lam, Celia; Raphael, Jackie - 2022
students of communications, advertising, marketing, Internet studies, media, journalism, cultural studies, and film and …
Persistent link: https://www.econbiz.de/10014458164
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Les célébrités dans la publicité : le rôle de la congruence.
Korchia, Michaël; Fleck-Dousteyssier, Nathalie - Université Paris-Dauphine
The concept of congruence has been used in many research streams like brand extensions, sponsorship, or advertising … Childers (1992): relevancy and expectancy, in the case of celebrity endorsers in advertising. In order to measure this concept …
Persistent link: https://www.econbiz.de/10008862090
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Les célébrités dans la publicité : le rôle de la congruence
Korchia, Michaël; Fleck-Dousteyssier, Nathalie - Université Paris-Dauphine (Paris IX) - 2006
The concept of congruence has been used in many research streams like brand extensions, sponsorship, or advertising … Childers (1992): relevancy and expectancy, in the case of celebrity endorsers in advertising. In order to measure this concept …
Persistent link: https://www.econbiz.de/10011072879
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Celebrity or athlete? New Zealand advertising practitioners' views on their use as endorsers
Charbonneau, Jan; Garland, Ron - In: International Journal of Sports Marketing and Sponsorship 7 (2005) 1, pp. 29-35
markets. This research among New Zealand advertising agencies found that celebrities/athletes are used primarily to achieve … from the advertising practitioner's perspective; research that does exist is limited to the United States and British …
Persistent link: https://www.econbiz.de/10014811426
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Sustainable behavior: The need of change in consumer and business attitudes and behavior
Gierszewska, Grażyna; Seretny, Marek - In: Foundations of Management 11 (2019) 1, pp. 197-208
Today's economy is experiencing serious economic and social problems affecting all world citizens. The earth seems to have become insufficient in meeting the standards of living that societies expect. The classic marketing approach is seen as the cause of many problems. It has contributed to the...
Persistent link: https://www.econbiz.de/10012601082
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Sustainable behavior: the need of change in consumer and business attitudes and behavior
Gierszewska, Grażyna; Seretny, Marek - In: Foundations of Management : the journal of Warsaw … 11 (2019) 1, pp. 197-208
Today's economy is experiencing serious economic and social problems affecting all world citizens. The earth seems to have become insufficient in meeting the standards of living that societies expect. The classic marketing approach is seen as the cause of many problems. It has contributed to the...
Persistent link: https://www.econbiz.de/10012125068
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Thinking pink? : consumer reactions to pink ribbons and vague messages in advertising
Sheehan, Kim Bartel; Berg, Kati Tusinski - In: Journal of marketing communications 24 (2018) 5, pp. 469-485
Persistent link: https://www.econbiz.de/10011880793
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Consumer attitudes towards social network advertising : predictors and outcomes
Milakovic, Ivana Kursan; Mihić, Mirela; Boljat, Ivana - In: Market : review for marketing theory and practice 32 (2020), pp. 83-97
Persistent link: https://www.econbiz.de/10012652686
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Challenges in the Creative Process within Romanian Advertising Agencies: Obstacles and Solutions
Moraru (Buga-Moraru), Mădălina - 2018
The creative industry daily faces genuine challenges in their work when it comes to advertising and meeting client … insights. The present paper aims to point out the difficulties and opportunities of creative work in any advertising agency, by …
Persistent link: https://www.econbiz.de/10011920431