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Investigating the different congruence effects on sports sponsor brand equity

Wang, Michael Chih-Hung - In: International journal of sports marketing & sponsorship 18 (2017) 2, pp. 196-211

Persistent link: https://www.econbiz.de/10011709619

Disclosure of vlog advertising targeted to children

De Jans, Steffi; Hudders, Liselot - In: Journal of interactive marketing : a quarterly … 52 (2020), pp. 1-19

Persistent link: https://www.econbiz.de/10012432329

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

Fake news, real problems for brands : the impact of content truthfulness and source credibility on consumers' behavioral intentions toward the advertised brands

Visentin, Marco; Pizzi, Gabriele; Pichierri, Marco - In: Journal of interactive marketing : a quarterly … 45 (2019), pp. 99-112

Persistent link: https://www.econbiz.de/10011998011

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