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The effect of verbal brand personification on consumer evaluation in advertising : internal and external personification

Chu, Kyounghee; Lee, Do-Hee; Kim, Ji Yoon - In: Journal of business research : JBR 99 (2019), pp. 472-480

Persistent link: https://www.econbiz.de/10012023689

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

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 …) Indicator test and rate Brand Personality (Aaker) traits of the two commercials. Results show that there is common ground. This …

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

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

The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour

Hayes, Jameson L.; Shan, Yan; King, Karen Whitehill - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 142-164

Persistent link: https://www.econbiz.de/10011859243

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

Brand familiarity as a moderating factor in the ad and brand attitude relationship and advertising appeals

Rhee, Eun Soo; Jung, Wan Seop - In: Journal of marketing communications 25 (2019) 6, pp. 571-585

Persistent link: https://www.econbiz.de/10012203339

Impact of dance in advertisements on emotional attachment towards the advertised brand : self-congruence theory

Manyiwa, Simon - In: Journal of promotion management : innovations in … 26 (2020) 1, pp. 144-161

Persistent link: https://www.econbiz.de/10012179110

How to develop brand attachment in various product categories?

Nashtaee, Mitra Shabani; Hanzaei, Kambiz Heidarzadeh; … - In: Asia Pacific journal of marketing and logistics 29 (2017) 5, pp. 1198-1220

Persistent link: https://www.econbiz.de/10011796590

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