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NPS spillover in brand extensions : an empirical study
Cho, Jihoon; Walker, Doug; Nowlin, Edward L. - In: International journal of market research 66 (2024) 2/3, pp. 359-371
Persistent link: https://www.econbiz.de/10014584493
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Integrating network clustering analysis and computational methods to understand communication with and about brands : opportunities and challenges
Himelboim, Itai; Maslowska, Ewa; Araujo, Theo - In: Journal of advertising 53 (2024) 2, pp. 296-306
Persistent link: https://www.econbiz.de/10014575276
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Transcendent brand activism advertising : explicating the roles of color and message framing in advertising effectiveness
Zhou, Xuan; Lou, Chen; Huang, Xun Irene - In: Journal of advertising 53 (2024) 2, pp. 183-199
Persistent link: https://www.econbiz.de/10014575219