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Der Einfluss von Portfolio-Werbung auf die Einstellung und das Image von Dachmarken : eine empirische Untersuchung
Esch, Franz-Rudolf; Brunner, Christian Boris; … - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 56 (2010) 2, pp. 6-30
Persistent link: https://www.econbiz.de/10003981884
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What products do people talk about and why? : how product characteristics and promotional giveaways shape word-of-mouth
Berger, Jonah; Schwartz, Eric - In: MSI reports : working paper series (2010) 2, pp. 47-95
Persistent link: https://www.econbiz.de/10008992249
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Discovering how advertising grows sales and builds brands
Bruce, Norris I.; Peters, Kay; Naik, Prasad A. - In: Journal of marketing research : JMR 49 (2012) 6, pp. 793-806
Persistent link: https://www.econbiz.de/10009688816
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The value relevance of brand equity in the financial services industry : an empirical analysis using quantile regression
Wang, Hanmin; Yu, Tiffany Hui-Kuang; Ye, Fang-ru - In: Service business 6 (2012) 4, pp. 459-471
Persistent link: https://www.econbiz.de/10009663623
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Wringing more value from advertising dollars : the customer satisfaction boost
Samaraweera, Monoshi; Gelb, Betsy D. - In: Journal of business strategy 32 (2011) 6, pp. 24-29
Persistent link: https://www.econbiz.de/10009412352
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The degree of ad-brand incongruity and the distinction between schema-driven and stimulus-driven attitudes
Halkias, Georgios; Kokkinaki, Flora - In: Journal of advertising : official publication of the … 43 (2014) 4, pp. 397-409
Persistent link: https://www.econbiz.de/10010469988
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The face of the brand : how art directors understand visual brand identity
Phillips, Barbara J.; McQuarrie, Edward F.; Griffin, W. … - In: Journal of advertising : official publication of the … 43 (2014) 4, pp. 318-332
Persistent link: https://www.econbiz.de/10010470007
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Spokescharacters
Folse, Judith Anne Garretson; Netemeyer, Richard G.; … - In: Journal of advertising : official publication of the … 41 (2012) 1, pp. 17-32
Persistent link: https://www.econbiz.de/10009536717
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Brand equitiy : leveraging brands in international markets
Broyles, S. Allen; Thomas, Sunil; Kohli, Chiranjeev; … - 2011
Persistent link: https://www.econbiz.de/10009232316
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Understanding online interruption-based advertising : impacts of exposure timing, advertising intent, and brand image
Chan, Jason C. F.; Jiang, Zhenhui; Tan, Bernard C. Y. - In: IEEE transactions on engineering management : EM 57 (2010) 3, pp. 365-379
Persistent link: https://www.econbiz.de/10009235375