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Multiple touchpoints in brand communication

Bigné Alcañiz, J. Enrique (ed.); Rosengren, Sara (ed.) - ICORIA <17., 2018, Valencia> - 2019

Persistent link: https://www.econbiz.de/10011950106

Advertising in the luxury sector in China : standardisation or adaptation? : a comparison between China and Italy

Checchinato, Francesca; Colapinto, Cinzia; Giusto, Alice - In: The globalisation of Chinese business : implications …, (pp. 241-264). 2014

Persistent link: https://www.econbiz.de/10012016699

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

The contribution of a brand spokesperson's voice to consumer-based brand equity

Zoghaib, Alice - In: The journal of product & brand management 26 (2017) 5, pp. 492-502

Persistent link: https://www.econbiz.de/10011778298

Brand communications and customer equity : the mediating role of brand knowledge and word of mouth ads

Moradi, Kianoosh; Bahreinizad, Manizheh; Esmaeilpour, Majid - In: The Romanian economic journal : REJ 23 (2020) 78, pp. 117-133

Persistent link: https://www.econbiz.de/10012595460

Comparisons of media types and congruence in positioning of service brands

Blankson, Charles; P. Kalafatis, Stavros; Coffie, Stanley; … - In: Journal of Product & Brand Management 23 (2014) 3, pp. 162-179

/methodology/approach – Following extensive review of the literature, triangulation research method (face-to-face long interviews, survey and content …

Persistent link: https://www.econbiz.de/10014897447

The contribution of a brand spokesperson’s voice to consumer-based brand equity

Zoghaib, Alice - In: Journal of Product & Brand Management 26 (2017) 5, pp. 492-502

Purpose This paper aims to explore the characteristics of a brand spokesperson’s voice that are the most valuable for consumer-based brand equity (CBBE) and evaluates various explanations in previous research regarding the influences of a speaker’s voice. Design/methodology/approach Brand...

Persistent link: https://www.econbiz.de/10014897047

Corporate communication : identity, image and reputation

Laws, Susan Marie - In: International journal of business competition and … 3 (2014) 4, pp. 344-349

Persistent link: https://www.econbiz.de/10011290179

Marketing Communications and Brand Development in Emerging Markets Volume II : Insights for a Changing World

Adeola, Ogechi (ed.); Hinson, Robert (ed.); … - 2022

times. Joel Edmund Nettey, World President & Chairman, International Advertising Association “This well-organised book on …

Persistent link: https://www.econbiz.de/10013203503

Endogenous consumption and metered paywalls

Wang, Chutian; Zhou, Bo; Joshi, Yogesh V. - In: Marketing science 43 (2024) 1, pp. 158-177

Persistent link: https://www.econbiz.de/10014470132