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Examining consumer reactions to sincere brands' gratitude expressions : when a simple thank you just won't do

Thomas, Veronica; Bock, Dora; McCullough, Heath - In: International journal of advertising : the review of … 42 (2023) 3, pp. 518-541

Persistent link: https://www.econbiz.de/10014295203

Music to the individual consumer's ears : how and why does personalizing music in advertising enhance viewing duration and ad effectiveness?

Maroely, Ran; Munichor, Nira - In: International journal of advertising : the review of … 42 (2023) 4, pp. 682-712

Persistent link: https://www.econbiz.de/10014296405

Effects of brand spokes-characters with personal and historical nostalgia on brand attitude : evidence from Generation Z consumers in China

Jiang, Huanshu; Ge, Jiaoju; Yao, Jie - In: Asia Pacific journal of marketing and logistics 36 (2024) 1, pp. 185-205

Persistent link: https://www.econbiz.de/10014486676

Ethnicity in advertising and millennials : the role of social identity and social distinctiveness

Shao, Wei; Zhang, Yunen; Cheng, Anni; Quach, Sara; … - In: International journal of advertising : the review of … 42 (2023) 8, pp. 1377-1418

Persistent link: https://www.econbiz.de/10014450218

Appraisal and coping with sport identity and associated threats : exploring Chinese fans reactions to "little fresh meat" in NBA advertisements

Wang, Yong; Mao, Luke Lunhua; Smith, Allison B. - In: European Sport management quarterly : ESMQ 23 (2023) 6, pp. 1759-1780

Persistent link: https://www.econbiz.de/10014443783

An overstimulated consumer in a highly visual world : the moderating effect of the highly sensitive person trait on the attitude towards the ad

Amaro, Ana Cláudia; Martinez, Luisa M.; Ramos, Filipe R.; … - In: Electronic commerce research 23 (2023) 3, pp. 1429-1458

Persistent link: https://www.econbiz.de/10014383027

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

The influence of personal brand communication on consumers

Kromalcas, Saulius; Kraujalienė, Lidija; Ževžikovas, … - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 25 (2024) 1, pp. 95-107

The idea of this research is to combine the influence of personal brand with business needs. This article is a personal brand's analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on the content viewed by consumers using eye-tracking...

Persistent link: https://www.econbiz.de/10014636262

Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League : a social identity perspective

George, Joliss Helen; Ranjith, V.K. - In: Sport, Business and Management : an international … 14 (2024) 4, pp. 557-577

Persistent link: https://www.econbiz.de/10015061301

Pharmaceutical advertising as a source of consumer self-empowerment : evidence from four countries

Koinig, Isabell - 2016

Persistent link: https://www.econbiz.de/10011429121