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Effects of promotional-based advertising on brand associations

Clayton, Michael; Heo, Jun - In: The journal of product & brand management 20 (2011) 4, pp. 309-315

Persistent link: https://www.econbiz.de/10009314005

Effects of promotional‐based advertising on brand associations

Clayton, Michael; Heo, Jun - In: Journal of Product & Brand Management 20 (2011) 4, pp. 309-315

Purpose – The purpose of this paper is to investigate how value‐based messaging affects brand associations within a durable goods category. Design/methodology/approach – Brand associations are conceptualized in this paper as brand image, brand attitudes, and consumer quality perceptions. A...

Persistent link: https://www.econbiz.de/10014896236

A new approach to target segmentation: media-usage segmentation in the multi-media environment

Heo, Jun; Cho, Chang-hoan - In: Journal of targeting, measurement and analysis for marketing 17 (2009) 3, pp. 145-155

Persistent link: https://www.econbiz.de/10003894391

Why marketers should be more transparent with the ad agencies they hire : media planners say their relationships with clients suffer from gaps in marketers' information

Heo, Jun; Sutherland, John C. - In: Journal of advertising research 55 (2015) 4, pp. 380-389

Persistent link: https://www.econbiz.de/10011429022

The effects of mobile phone use motives on the intention to use location-based advertising : the mediating role of media affinity and perceived trust and risk

Jung, A-Reum; Heo, Jun - In: International journal of advertising : the review of … 41 (2022) 5, pp. 930-947

Persistent link: https://www.econbiz.de/10013209477

Mirror, mirror, who is thinner? : a direct effect moderation model of ad model-viewer body size gap

Jung, A-Reum; Heo, Jun - In: Journal of marketing communications 26 (2020) 6, pp. 596-614

Persistent link: https://www.econbiz.de/10012263754

What triggers young Millennials to purchase eco-friendly products? : the interrelationships among knowledge, perceived consumer effectiveness, and environmental concern

Heo, Jun; Muralidharan, Sidharth - In: Journal of marketing communications 25 (2019) 4, pp. 421-437

Persistent link: https://www.econbiz.de/10012203322

Sport league website : an effective marketing communication tool for corporate sponsors

Kim, Doyeop; Walker, Matthew; Heo, Jun; Koo, Gi-Yong - In: International journal of sports marketing & sponsorship 18 (2017) 3, pp. 314-327

Persistent link: https://www.econbiz.de/10011781803

The bilateral image flow in sponsorship : an extension of Prendergast, Paliwal, and Mazodier (2016)

Koo, Jakeun; Heo, Jun - In: International journal of advertising : the review of … 43 (2024) 2, pp. 321-335

Persistent link: https://www.econbiz.de/10014550815

Reducing electricity use on campus : the use of prompts, feedback, and goal setting to decrease excessive classroom lighting

Clayton, Michael; Nesnidol, Samantha - In: Journal of organizational behavior management 37 (2017) 2, pp. 196-206

Persistent link: https://www.econbiz.de/10011734597