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"Kid tested, mother approved" : the relationship between advertising expenditures and "most-loved" brands
Kim, Kacy K.; Williams, Jerome D.; Wilcox, Gary B. - In: International journal of advertising : the quarterly … 35 (2016) 1, pp. 42-60
Persistent link: https://www.econbiz.de/10011547936
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Living brands : consumer responses to animated brand logos
Brasel, S. Adam; Hagtvedt, Henrik; Grewal, Dhruv; … - In: Journal of the Academy of Marketing Science 44 (2016) 5, pp. 639-653
Persistent link: https://www.econbiz.de/10011552533
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Oversatiation negatively affects evaluation of goal-relevant (but not goal-irrelevant) advertised brands
Karremans, Johan C.; Kacha, Mathieu; Herrmann, Jean-Luc; … - In: The journal of consumer marketing 33 (2016) 5, pp. 354-363
Persistent link: https://www.econbiz.de/10011553747
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Comparing direct and indirect branding in advertising
Hartnett, Nicole; Romaniuk, Jenni; Kennedy, Rachel - In: Australasian marketing journal 24 (2016) 1, pp. 20-28
Persistent link: https://www.econbiz.de/10011484613
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Modeling brand advertising with heterogeneous consumer response : channel implications
Karray, Salma - In: Mathematics in business management : [International …, (pp. 181-199). 2015
Persistent link: https://www.econbiz.de/10011488363
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The online framing effect : the moderating role of warning, brand familiarity, and product type
Chen, Yi-Fen; Chang, Shi-Han - In: Electronic commerce research 16 (2016) 3, pp. 355-374
Persistent link: https://www.econbiz.de/10011556563
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Do I know you? : how brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Marketing letters : a journal of research in marketing 27 (2016) 3, pp. 461-471
Persistent link: https://www.econbiz.de/10011537265
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Meaning or sound? : the effects of brand name fluency on brand recall and willingness to buy
Lee, Sangwon; Baack, Daniel W. - In: Journal of promotion management : JPM 20 (2014) 5, pp. 521-536
Persistent link: https://www.econbiz.de/10010467280
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Social networking the brand : an exploration of the drivers of brand image in the South African beer market
Beneke, Justin; Blampied, Simon; Miszczak, Sonia; … - In: Journal of food products marketing 20 (2014) 4, pp. 362-389
Persistent link: https://www.econbiz.de/10010399875
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The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity
Doyle, Jason P.; Pentecost, Robin D.; Funk, Daniel C. - In: Sport management review 17 (2014) 3, pp. 310-323
Persistent link: https://www.econbiz.de/10010401060