Similar Search Results

What drives the market popularity of celebrities? : a longitudinal analysis of consumer interest in film stars

Mathys, Juliane; Burmester, Alexa B.; Clement, Michel - In: International journal of research in marketing : IJRM ; … 33 (2016) 2, pp. 428-448

Persistent link: https://www.econbiz.de/10011527120

Effects of perceived product similarity and ad claims on brand responses in comparative advertising

Pornpitakpan, Chanthika; Yuan, Yizhou - In: Asia Pacific journal of marketing and logistics 27 (2015) 4, pp. 535-558

Persistent link: https://www.econbiz.de/10011456449

The effect of the valence of word-of-mouth on consumers' attitudes toward co-brands : the moderating roles of brand characteristics

Jeon, Jung Ok; Baeck, Sunmee - In: Journal of global scholars of marketing science : … 26 (2016) 1, pp. 89-108

Persistent link: https://www.econbiz.de/10011471415

The impact of age on consumer attachment to celebrities and endorsed brand attachment

IIicic, Jasmina; Baxter, Stacey M.; Kulczynski, Alicia - In: The journal of brand management : an international journal 23 (2016) 3, pp. 273-288

Persistent link: https://www.econbiz.de/10011477671

Ethics of mobile behavioral advertising : antecedents and outcomes of perceived ethical value of advertised brands

Mpinganjira, Mercy; Maduku, Daniel K. - In: Journal of business research : JBR 95 (2019), pp. 464-478

Persistent link: https://www.econbiz.de/10011980256

Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance

Foroudi, Pantea - In: International journal of hospitality management 76 (2019) 1, pp. 271-285

Persistent link: https://www.econbiz.de/10011982005

Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention

Singh, Ramendra Pratap; Banerjee, Neelotpaul - In: Global business review 19 (2018) 6, pp. 1622-1639

Persistent link: https://www.econbiz.de/10011982928

Advertising between archetype and brand personality

Bechter, Clemens; Farinelli, Giorgio; Daniel, Rolf-Dieter; … - In: Administrative Sciences : open access journal 6 (2016) 2/5, pp. 1-11

The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework in the context of advertising. C.G. Jung's theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite...

Persistent link: https://www.econbiz.de/10012015803

The effect of verbal brand personification on consumer evaluation in advertising : internal and external personification

Chu, Kyounghee; Lee, Do-Hee; Kim, Ji Yoon - In: Journal of business research : JBR 99 (2019), pp. 472-480

Persistent link: https://www.econbiz.de/10012023689

Getting to know you : social media personalization as a means of enhancing brand loyalty and perceived quality

Shanahan, Tyler; Tran, Trang P.; Taylor, Erik C. - In: Journal of retailing and consumer services 47 (2019), pp. 57-65

Persistent link: https://www.econbiz.de/10011995447