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Can personalised prosocial ads be harnessed for brand equity enhancement?

Heidari, Setareh; Nasiri, Sepideh; Rahmani, Donya; … - In: International journal of internet marketing and … 19 (2023) 3/4, pp. 305-327

Persistent link: https://www.econbiz.de/10014442616

Inclusive advertising featuring disability on instagram : effect on consumer well-being, brand engagement, and purchase intention

Qayyum, Abdul; Jamil, Raja Ahmed; Shah, Adnan Muhammad; … - In: Journal of retailing and consumer services 75 (2023), pp. 1-16

Persistent link: https://www.econbiz.de/10014373268

When background music in audiovisual advertisements can boost the perceived competence of the advertised brands : an empirical study from South Korea

Hong, You Jeong; Choi, Beomjoon; Lee, Kyogu - In: Asia Pacific journal of marketing and logistics 35 (2023) 8, pp. 1991-2011

Persistent link: https://www.econbiz.de/10014430197

Examining the effects of Facebook's personalized advertisements on brand love

Tran, Trang; Blanchflower, Tiffany M.; Lin, Chien-Wei - In: Journal of marketing theory and practice : JMTP 32 (2024) 1, pp. 61-80

Persistent link: https://www.econbiz.de/10014447780

The use of brand and masculinity archetypes in analysing consumer engagement in advertising

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements …

Persistent link: https://www.econbiz.de/10014230646

"Authentic warmth in these uncertain times" : the impact of authenticity in COVID-19 advertising on brand warmth and consumer responses

Yang, Jing; Jiang, Mengtian; Kim, Taeyoung - In: Journal of promotion management : innovations in … 29 (2023) 2, pp. 259-279

Persistent link: https://www.econbiz.de/10013483037

Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement

Mansoor, Mahnaz; Saeed, Abid; Kartawinata, Budi Rustandi; … - In: Journal of global fashion marketing : JGfM 13 (2022) 4, pp. 328-343

Persistent link: https://www.econbiz.de/10013410695

Did you hear our brand is hated? : the unexpected upside of hate-acknowledging advertising for polarizing brands

Monahan, Lisa; Espinosa, Jennifer A.; Langenderfer, Jeff; … - In: Journal of business research : JBR 154 (2023), pp. 1-14

Persistent link: https://www.econbiz.de/10013468644

The role of brand silence and nostalgia in revitalizing traditional skincare products with advertising and celebrity endorsement strategy as a mediator

Tripathi, Vibhuti; Chandra, Tarunija - In: The journal of business and economic studies 26 (2023) 2, pp. 72-108

The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of … traditional skincare products present in India. The study also examines the mediating role of advertising and celebrity … of traditional antiseptic creams were undertaken via convenience sampling across India. Brand salience and nostalgia …

Persistent link: https://www.econbiz.de/10014288866

Strong versus weak consumer-brand relationships : matching psychological sense of brand community and type of advertising appeal

Bauer, Brittney C. - In: Psychology & marketing 40 (2023) 4, pp. 791-810

Persistent link: https://www.econbiz.de/10014290861