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Effect of game-interactivity and congruence on presence and brand attitude

Vashisht, Devika; Chauhan, Abhishek - In: Marketing intelligence & planning 35 (2017) 6, pp. 789-804

Persistent link: https://www.econbiz.de/10011797979

Do social networking sites contribute for building brands? : evaluating the impact of users' participation on brand awareness and brand attitude

Langaro, Daniela; Rita, Paulo; Salgueiro, Maria de Fátima - In: Journal of marketing communications 24 (2018) 2, pp. 146-168

Persistent link: https://www.econbiz.de/10011852935

The effect of social-media communication on consumer perceptions of brands

Schivinski, Bruno; Dąbrowski, Dariusz - 2013

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...

Persistent link: https://www.econbiz.de/10011802059

Why consumers like facebook brands : the role of aspirational brand personality in consumer behavior

Dodoo, Naa Amponsah - In: Journal of promotion management : JPM 24 (2018) 1, pp. 103-127

Persistent link: https://www.econbiz.de/10011875352

On being attractive, social and visually appealing in social media : the effects of anthropomorphic tourism brands on Facebook fan pages

Perez-Vega, Rodrigo; Taheri, Babak; Farrington, Thomas; … - In: Tourism management : research, policies, practice 66 (2018), pp. 339-347

Persistent link: https://www.econbiz.de/10011814767

Positive effects of disruptive advertising on consumer preferences

Bell, Raoul; Buchner, Axel - In: Journal of interactive marketing : a quarterly … 41 (2018), pp. 1-13

Persistent link: https://www.econbiz.de/10011844888

Does an expanded brand user base of co-branded advertising help ad-memorability?

Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379

Persistent link: https://www.econbiz.de/10011919262

Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity

Guitart, Ivan A.; González, Jorge; Stremersch, Stefan - In: International journal of research in marketing : IJRM ; … 35 (2018) 3, pp. 471-489

Persistent link: https://www.econbiz.de/10011943264

How well will this brand work? : the ironic impact of advertising disclosure of body-image retouching on brand attitudes

Semaan, Rania W.; Kocher, Bruno; Gould, Stephen J. - In: Psychology & marketing 35 (2018) 10, pp. 766-777

Persistent link: https://www.econbiz.de/10011970119

Factors affecting willingness to participate in consumer generated advertisement

Shulga, Lenna V.; Busser, James A.; Bai, Billy - In: International journal of hospitality management 74 (2018), pp. 214-223

Persistent link: https://www.econbiz.de/10011924667

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