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Brand parody: a communication strategy to attack a competitor
Jean, Sylvie - In: Journal of Consumer Marketing 28 (2011) 1, pp. 19-26
parodied by its competitor. For this, the original materials were used (iPod advertising and iPod parody advertising made by …
Persistent link: https://www.econbiz.de/10014848856
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Mobile marketing and consumer perceptions of brand equity
Smutkupt, Phumisak; Krairit, Donyaprueth; Ba Khang, Do - In: Asia Pacific Journal of Marketing and Logistics 24 (2012) 4, pp. 539-560
Purpose – The purpose of this paper is to investigate the impact of SMS (Short Message Service) advertising on consumer …
Persistent link: https://www.econbiz.de/10014674786
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Effectiveness of Brand‐related 15‐second Commercials
Ward, Scott; Oliva, Terence A.; Reibstein, David J. - In: Journal of Consumer Marketing 11 (1994) 2, pp. 38-44
commercials, where the 15‐second commercials are separated by other advertising. Looks at a variation of this approach where self …
Persistent link: https://www.econbiz.de/10014849102
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Low attention advertising processing in B2B markets
Bach Jensen, Morten; Lund Jepsen, Anna - In: Journal of Business & Industrial Marketing 22 (2007) 5, pp. 342-348
Purpose – The purpose of this paper is to state a case for consideration of low attention processing when advertising … attention processing and the necessity for an increased focus on customers' processing of business‐to‐business (B2B) advertising.  …
Persistent link: https://www.econbiz.de/10014842867
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Sex role portrayal in television advertising
Wee, Chow‐Hou; Choong, Mei‐Lan; Tambyah, Siok‐Kuan - In: International Marketing Review 12 (1995) 1, pp. 49-64
usually seen as housewives. Compares the portrayal of both sexes in television advertising from Singapore and Malaysia …
Persistent link: https://www.econbiz.de/10014827690
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Winning the China vitamin war by building a strong brand
Chen, Junsong; Burgers, Willem P. - In: International Journal of Pharmaceutical and Healthcare … 1 (2007) 1, pp. 79-95
advertising – e.g. the soft advertising. Originality/value – The case has been used successfully in executive MBA courses. The …
Persistent link: https://www.econbiz.de/10014795756
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From blueprint to implementation
Herstein, Ram; Mitki, Yoram; Jaffe, Eugene D. - In: International Journal of Contemporary Hospitality Management 19 (2007) 6, pp. 485-494
Purpose – In recent years, the field of corporate identity management has grown substantially in importance in the hospitality industry. Managers of hotels have become increasingly interested in learning methods that have been successful in communicating a new corporate identity. The purpose...
Persistent link: https://www.econbiz.de/10014762843
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Brand mismanagement: Rothmans cigarette marketing, 1957‐2000
Dewhirst, Timothy; Sparks, Robert - In: Journal of Historical Research in Marketing 3 (2011) 3, pp. 351-369
public from litigation, as well as trade press and promotional materials accessed from advertising archives. More …
Persistent link: https://www.econbiz.de/10014873257
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Violent advertising in fashion marketing
Andersson, Svante; Hedelin, Anna; Nilsson, Anna; … - In: Journal of Fashion Marketing and Management: An … 8 (2004) 1, pp. 96-112
In this study, violent advertising is discussed. An empirical study, using picture analysis, is carried out. The intent …
Persistent link: https://www.econbiz.de/10014867856
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A study on the delivery of city branding advertisements in China
Chunying, Wen - In: Journal of Place Management and Development 6 (2013) 1, pp. 67-75
Purpose – The purpose of this paper is to monitor the changes of delivery of city branding advertisements in China and to try to find a tendency of city branding ads in the delivery for the future. Design/methodology/approach – The quantitative research methods used in this paper study the...
Persistent link: https://www.econbiz.de/10014899215