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Emotions and sponsorship : a key to global effectiveness? ; a comparative study of Australia and France

Bal, Charles; Quester, Pascale; Plewa, Carolin - In: Asia Pacific journal of marketing and logistics 22 (2010) 1, pp. 40-54

Persistent link: https://www.econbiz.de/10003943900

SPORT SPONSORSHIP - Understanding sport-related emotions in sponsorship - Analysing the different emotions felt by sports fans, and their intensity, can give rise to fresh and effe...

Bal, Charles - In: ADMAP : for decisionmakers in advertising, marketing, … (2009), pp. 45-47

Persistent link: https://www.econbiz.de/10008333120

SPONSORSHIP - Emotions and sponsorship marketing - Is intense spectator involvement good for sponsors' messages? The answer's not simple.

Bal, Charles; Quester, Pascale G.; Boucher, Stéphane - In: ADMAP : for decisionmakers in advertising, marketing, … (2007), pp. 51-52

Persistent link: https://www.econbiz.de/10007860638

Emotions and sponsorship

Bal, Charles; Quester, Pascale; Plewa, Carolin - In: Asia Pacific Journal of Marketing and Logistics 22 (2010) 1, pp. 40-54

Purpose – The purpose of this paper is to investigate the effects of emotional valence and intensity on sport sponsorship attitudinal outcomes, across two culturally different samples from Australia and France. Design/methodology/approach – Based on a multidisciplinary literature review of...

Persistent link: https://www.econbiz.de/10014674691

Emoti-coms : a marketing guide to communications through emotions ; from shouting to singing your message

Quattrocchi-Oubradous, Xavier; Bal, Charles - 2011

Persistent link: https://www.econbiz.de/10009346653

When brands use CEOs and employees as spokespersons

Zeitoun, Valérie; Michel, Geraldine; Fleck, Nathalie - In: Qualitative Market Research: An International Journal 23 (2020) 2, pp. 241-264

Purpose: This paper aims to clarify the persuasion mechanism of chief executive officers (CEOs) and employees as endorsers of brand advertising and helps discern consumer attitudes toward internal endorsement. Design/methodology/approach: The exploratory character of the present research...

Persistent link: https://www.econbiz.de/10012188132

Club Med: coping with corporate brand evolution

Quester, Pascale G.; Fleck, Nathalie - In: The journal of product & brand management 19 (2010) 2, pp. 94-102

Persistent link: https://www.econbiz.de/10003993619

Brand personification through the use of spokespeople : an exploratory study of ordinary employees, CEOs, and celebrities featured in advertising

Fleck, Nathalie; Michel, Géraldine; Zeitoun, Valérie - In: Psychology & marketing 31 (2014) 1, pp. 84-92

Persistent link: https://www.econbiz.de/10010251699

Celebrities in advertising : looking for congruence or likability?

Fleck, Nathalie; Korchia, Michael; Le Roy, Isabelle - In: Psychology & marketing 29 (2012) 9, pp. 651-662

Persistent link: https://www.econbiz.de/10009615243

Self-brand values congruity and incongruity : their impacts on self-expansion and consumers' responses to brands

Michel, Géraldine; Torelli, Carlos J.; Fleck, Nathalie; … - In: Journal of business research : JBR 142 (2022), pp. 301-316

Persistent link: https://www.econbiz.de/10013168291