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L’influence de l’ordre des mots sur l’impact des messages publicitaires : une exploration des effets de la loi du second lourd
Mérigot, Philippe - Université Paris-Dauphine (Paris IX) - 2010
transgressing HCL has effects on recall and recognition only in the case of set expressions. Concerning (Aad), our study shows that … the falling melody of the affirmative sentence. Subsequently, we test the effects of transgressing HCL on ads recall and … recognition, and attitude towards the ad (Aad), in two laboratory studies. Finally, we examine the effects on the impact of an …
Persistent link: https://www.econbiz.de/10010705827
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STUDY ON RETAIL BRAND AWARENESS IN RETAIL
Cristian, Dabija Dan; Nicoleta, Abrudan Ioana - In: Annals of Faculty of Economics 1 (2011) 2, pp. 742-748
Brand awareness, together with other behavioural indicators (sympathy, trust, image, satisfaction or loyalty), is one of the main vectors that has an essential contribution to the outline of brand equity in general and to that of retail brand, in particular. The perception upon these indicators...
Persistent link: https://www.econbiz.de/10009650872
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Recall, Recognition, and the Measurement of Memory for Print Advertisements
Bagozzi, Richard P.; Silk, Alvin J. - In: Marketing Science 2 (1983) 2, pp. 95-134
The recall and recognition of people for 95 print ads were examined with an aim toward investigating memory structure … and decay processes. It was found that recall and recognition do not, by themselves, measure a single underlying memory … state. Rather, memory is multidimensional, and recall and recognition capture only a portion of memory, while at the same …
Persistent link: https://www.econbiz.de/10008788032
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How audience and disclosure characteristics influence memory of sponsorship disclosures
Boerman, Sophie C.; Reijmersdal, Eva A. van; Neijens, … - In: International journal of advertising : the quarterly … 34 (2015) 4, pp. 576-592
Persistent link: https://www.econbiz.de/10011547657
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Brand attitudes and search engine queries
Dotson, Jeffrey P.; Fan, Ruixue Rachel; Feit, Elea McDonnell - In: Journal of interactive marketing : a quarterly … 37 (2017), pp. 105-116
Persistent link: https://www.econbiz.de/10011658366
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On "being there" : a comparison of the effectiveness of sporting event sponsorship among direct and indirect audiences
Carrillat, François A.; Astous, Alain d'; Bellavance, … - In: European journal of marketing : EJM 49 (2015) 3/4, pp. 621-642
Persistent link: https://www.econbiz.de/10011309579
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Product placement in video games : the effect of brand familiarity and repetition on consumers' memory
Martí-Parreño, José; Bermejo-Berros, Jesús; … - In: Journal of interactive marketing : a quarterly … 38 (2017), pp. 55-63
Persistent link: https://www.econbiz.de/10011695188
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Sponsorship effectiveness in professional sport : an examination of recall and recognition among football fans
Biscaia, Rui; Correia, Abel; Ross, Stephen; Rosado, António - In: International journal of sports marketing & sponsorship 16 (2014/15) 1, pp. 7-23
Persistent link: https://www.econbiz.de/10010489144
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Sponsorship effects on brand image: The role of exposure and activity involvement
Grohs, Reinhard; Reisinger, Heribert - In: Journal of Business Research 67 (2014) 5, pp. 1018-1025
Sponsorships capture a significant proportion of marketing budgets. In firm evaluations of the effectiveness of sponsorship engagements, image improvements represent the most important company objective. This study develops and tests a framework for explaining how exposure and activity...
Persistent link: https://www.econbiz.de/10010744131
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The Sponsorship Effect: Do Sport Sponsorship Announcements Impact the Firm Value of Sponsoring Firms?
Reiser, Matthias; Breuer, Christoph; Wicker, Pamela - In: International Journal of Sport Finance 7 (2012) 3, pp. 232-248
This study analyzes the effect of sponsorship announcements on the firm value of sponsoring firms by investigating whether sponsorship announcements have an influence on abnormal returns on share prices. As previous research has neglected sponsorships from different regions and the comparison of...
Persistent link: https://www.econbiz.de/10010561866