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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
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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
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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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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
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Measuring marketing success : estimating the effect of social media and TV advertising on brand attention
Guhl, Daniel; Winkler von Mohrenfels, Hannah; Abshagen, … - In: Marketing : ZFP ; journal of research and management 38 (2016) 1, pp. 44-54
Persistent link: https://www.econbiz.de/10011566842
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Are they really persuaded with the brand embedded in the game? : analyzing the effects of nature of game, brand prominence and game-product congruence
Vashisht, Devika; Pillai, Sreejesh S. - In: Journal of research in interactive marketing : … 10 (2016) 3, pp. 249-264
Persistent link: https://www.econbiz.de/10011567084
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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
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Analysis of the approach to online advertising of leading sportswear brands
Jiménez Sánchez, Álvaro; Vayas Ruiz, Eliza Carolina; … - In: Management and inter/intra organizational relationships …, (pp. 241-262). 2020
Persistent link: https://www.econbiz.de/10012178007
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The effects of native ads on consumer brand engagement : the moderating role of website credibility
Lee, Jin Kyun; Lee, Ki-young; Kim, Mikyoung - In: Journal of promotion management : innovations in … 25 (2019) 7, pp. 935-958
Persistent link: https://www.econbiz.de/10012179084
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Do firm-created contents on social media enhance brand equity and consumer response among consumers of automotive brands?
Ridwan Adetunji Raji; Sabrina Mohd Rashid; Sobhi Mohd Ishak - In: Journal of promotion management : innovations in … 26 (2020) 1, pp. 19-49
Persistent link: https://www.econbiz.de/10012179101