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The impact of brand personality on consumer responses to persuasion attempts

Guèvremont, Amélie; Grohmann, Bianca - In: The journal of brand management : an international journal 20 (2012/13) 6, pp. 518-530

Persistent link: https://www.econbiz.de/10009766383

Consumers' responses to positive and negative comparative advertisements : the moderating effect of current brand usage

Muehling, Darrel D.; Laczniak, Russell N.; Ehrich, … - In: Journal of current issues and research in advertising : … 34 (2013) 2, pp. 229-246

Persistent link: https://www.econbiz.de/10009770222

Does emotional appeal work in advertising? : the rationality behind using emotional appeal to create favorable brand attitude

Panda, Tapan K.; Panda, Tapas K.; Mishra, Kamalesh - In: The IUP journal of brand management : IJBRM 10 (2013) 2, pp. 7-23

Persistent link: https://www.econbiz.de/10009772591

The effect of "green" messages on brand purchase and brand rejection

Wheeler, Meagan; Sharp, Anne; Nenycz-Thiel, Magda - In: Australasian marketing journal 21 (2013) 2, pp. 105-110

Persistent link: https://www.econbiz.de/10009745860

Advertising effectiveness on brand judgment and consumer preference in purchasing decision in Pakistan

Latif, Abdul; Seyd, Anwar Ali Shah G.; Halepoto, Ali Hassan - 2012

The research investigates the advertising effectiveness on brand judgment and consumer preferences in Pakistan. Advertising is often seen as an efficient but sometimes ineffective external influence on buyer behavior in making the purchase decision. Marketers are therefore seeking ways to make...

Persistent link: https://www.econbiz.de/10009712729

Consumer response to point of purchase advertising for local brands

Collart, Alba J.; Palma, Marco A.; Carpio, Carlos E. - In: Journal of agricultural and applied economics 45 (2013) 2, pp. 229-242

Persistent link: https://www.econbiz.de/10009757133

This logo moves me : dynamic imagery from static images

Cian, Luca; Krishna, Aradhna; Elder, Ryan S. - In: Journal of marketing research : JMR 51 (2014) 2, pp. 184-197

Persistent link: https://www.econbiz.de/10010362218

From endorsement to celebrity co-branding : personality transfer

Ambroise, Laure; Pantin-Sohier, Gaëlle; … - In: The journal of brand management : an international journal 21 (2014) 4, pp. 273-285

Persistent link: https://www.econbiz.de/10010362940

The influence of ad-evoked feelings on brand evaluations : empirical generalizations from consumer responses to more than 1000 TV commercials

Pham, Michel T.; Geuens, Maggie; Pelsmacker, Patrick de - In: International journal of research in marketing : IJRM ; … 30 (2013) 4, pp. 383-394

Persistent link: https://www.econbiz.de/10010223386

Consumer responses to brands placed in YouTube movies : the effect of prominence and endorser expertise

Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Journal of electronic commerce research : JECR 14 (2013) 4, pp. 287-303

Persistent link: https://www.econbiz.de/10010232563