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Revisiting the Match-Up Hypothesis: Effects of Brand-Incongruent Celebrity Endorsements
Törn, Fredrik - In: Journal of current issues and research in advertising : … 33 (2011) 1, pp. 20-37
Persistent link: https://www.econbiz.de/10010033581
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A rhetorical question : what is the impact of non-traditional media for low- and high-reputation brands?
Dahlén, Micael - In: Journal of current issues and research in advertising : … 31 (2009) 2, pp. 13-23
Persistent link: https://www.econbiz.de/10003929287
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Marketing on the web : empirical studies of advertising and promotion effectiveness
Dahlén, Micael - 2001
Persistent link: https://www.econbiz.de/10001582802
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Marketing on the Web : empirical studies of advertising and promotion effectiveness
Dahlén, Micael - 2001
Persistent link: https://www.econbiz.de/10004610898
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Creativity unlimited : thinking inside the box for business innovation
Dahlén, Micael - 2008 - 1.ed.
Persistent link: https://www.econbiz.de/10013489952
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From advertising avoidance to advertising approach : rethinking attention in new advertising formats
Rosengren, Sara - In: Advertising in new formats and media : current research …, (pp. 3-18). 2016
Persistent link: https://www.econbiz.de/10011473385
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Facing clutter : on message competition in marketing communications
Rosengren, Sara - 2008
Persistent link: https://www.econbiz.de/10003814411
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Long live creative media choice : the medium as a persistent brand cue
Dahlén, Micael; Friberg, Lars; Nilsson, Erik - In: Journal of advertising : official publication of the … 38 (2009) 2, pp. 121-129
Persistent link: https://www.econbiz.de/10003863813
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The "killer" ad : an assessment of advertising violence
Söderlund, Magnus; Dahlén, Micael - In: European journal of marketing : EJM 44 (2010) 11/12, pp. 1811-1838
Persistent link: https://www.econbiz.de/10008773201
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Marketing communications : a brand narrative approach
Dahlén, Micael; Lange, Fredrik; Smith, Terry - 2010
Persistent link: https://www.econbiz.de/10003856512