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Intrinsic versus extrinsic goals : the role of self-construal in understanding consumer response to goal framing in social marketing

Lee, Seungae; Pounders, Kathrynn R. - In: Journal of business research : JBR 94 (2019), pp. 99-112

Persistent link: https://www.econbiz.de/10011947323

Advertising between archetype and brand personality

Bechter, Clemens; Farinelli, Giorgio; Daniel, Rolf-Dieter; … - In: Administrative Sciences : open access journal 6 (2016) 2/5, pp. 1-11

The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework in the context of advertising. C.G. Jung's theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite...

Persistent link: https://www.econbiz.de/10012015803

The influence of self-concept on ad effectiveness : interation between self-concept and construal levels on effectiveness of advertising

Kim, Dong Hoo; Yoo, Jinyoung Jinnie; Lee, Wei-Na - In: Journal of marketing communications 24 (2018) 7, pp. 734-745

Persistent link: https://www.econbiz.de/10011927624

The effects of guilt-appeal intensity on persuasive and emotional outcomes : the moderating role of sponsor motive

Turner, Monique Mitchell; Mabry-Flynn, Amanda; Shen, Hongmei - In: Journal of nonprofit & public sector marketing 30 (2018) 2, pp. 134-150

Persistent link: https://www.econbiz.de/10011880037

Metaphors in moving images : the effect of metaphor order on message elaboration, ad comprehension, and product attribute beliefs

Gkiouzepas, Lampros - In: International journal of technology marketing : IJTMkt 12 (2017) 4, pp. 356-374

Persistent link: https://www.econbiz.de/10011862033

Making the brand appealing : advertising strategies and consumers' attitude towards UK retail bank brands

Mogaji, Emmanuel; Danbury, Annie - In: The journal of product & brand management 26 (2017) 6, pp. 531-544

Persistent link: https://www.econbiz.de/10011801051

Effects of background music endings on consumer memory in advertising

Guido, Gianluigi; Peluso, Alessandro M.; Mileti, Antonio; … - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 504-518

Persistent link: https://www.econbiz.de/10011567080

Want to make me emotional? : the influence of emotional advertisements on women's consumption behavior

Majeed, Salman; Lu, Changbao; Usman, Muhammad - In: Frontiers of business research in China : selected … 11 (2017) 3, pp. 341-373

Persistent link: https://www.econbiz.de/10011849893

Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions

Pentina, Iryna; Bailey, Ainsworth Anthony; Zhang, Lixuan - In: Journal of marketing communications 24 (2018) 2, pp. 125-145

Persistent link: https://www.econbiz.de/10011852934

Exploring the patterns of dual attitude changes in the context of athlete endorsement : the interplay of fit, evaluative conditioning, and introspection focus

Chang, Yonghwan - In: Journal of sport management : the official journal of … 32 (2018) 5, pp. 413-425

Persistent link: https://www.econbiz.de/10011934508