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The impact of brand-event fit in virtual advertising on sport television viewers’ brand attitudes

Park, Sangchul; Inoue, Yuhei - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 4, pp. 250-263

Persistent link: https://www.econbiz.de/10012000633

Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity

Guitart, Ivan A.; González, Jorge; Stremersch, Stefan - In: International journal of research in marketing : IJRM ; … 35 (2018) 3, pp. 471-489

Persistent link: https://www.econbiz.de/10011943264

Active mediation of television, internet and mobile advertising

Shin, Wonsun - In: Young consumers : insight and ideas for responsible … 18 (2017) 4, pp. 378-392

Persistent link: https://www.econbiz.de/10011806307

Evaluating advertising effectiveness of creative television advertisements for high involvement products

Ali, Mazhar - 2018

This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for...

Persistent link: https://www.econbiz.de/10011876245

Effects of offline ad content on online brand search : insights from super bowl advertising

Chandrasekaran, Deepa; Srinivasan, Raji; Sihi, Debika - In: Journal of the Academy of Marketing Science 46 (2018) 3, pp. 403-430

Persistent link: https://www.econbiz.de/10011879695

Disclosing brand placement to young children

Pauw, Pieter de; Hudders, Liselot; Cauberghe, Verolien - In: International journal of advertising : the quarterly … 37 (2018) 4, pp. 508-525

Persistent link: https://www.econbiz.de/10011882027

How Chipotle used unbranded content to increase purchase intention by changing beliefs about ethical consumption

Bellman, Steven; Rask, Amy; Varan, Duane - In: Journal of marketing communications 25 (2019) 7, pp. 763-782

Persistent link: https://www.econbiz.de/10012203365

Environmental influences on pre-schooler’s understanding of brand symbolism

Watkins, Leah; Aitken, Robert; Thyne, Maree; Robertson, … - In: Marketing intelligence & planning 35 (2017) 7, pp. 907-922

Persistent link: https://www.econbiz.de/10011798106

TV channel search and commercial breaks

Yao, Song; Wang, Wenbo; Chen, Yuxin - In: Journal of marketing research : JMR 54 (2017) 5, pp. 671-686

Persistent link: https://www.econbiz.de/10011762818

The impact of the length of preceding and succeeding ads on television advertising effectiveness

Jeong, Yongick - In: Journal of marketing communications 23 (2017) 4, pp. 385-399

Persistent link: https://www.econbiz.de/10011743987

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