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The role of endorsers in bringing defunct brands back to life : theory and evidence

Gilal, Naeem Gul; Gilal, Faheem Gul; Zhang, Jing; … - In: Journal of Product & Brand Management 30 (2020) 5, pp. 671-690

Purpose: This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through...

Persistent link: https://www.econbiz.de/10012278856

Towards an integrated model for the transference of environmental responsibility

Gilal, Faheem Gul; Gilal, Naeem Gul; Channa, Nisar Ahmed; … - In: Business Strategy and the Environment 29 (2020) 6, pp. 2614-2623

Persistent link: https://www.econbiz.de/10012272625

Corporate social responsibility and brand passion among consumers : Theory and evidence

Gilal, Faheem Gul; Channa, Nisar Ahmed; Gilal, Naeem Gul; … - In: Corporate Social Responsibility and Environmental Management 27 (2020) 5, pp. 2275-2285

Persistent link: https://www.econbiz.de/10012272893

Intergenerational differences in fans' motivation to watch the T20 world cup : a generation cohort theory perspective

Gilal, Faheem Gul; Gilal, Naeem Gul; Tariq, Beenish; … - In: International Journal of Sports Marketing and Sponsorship 22 (2020) 2, pp. 197-219

Purpose: Using two theoretical lenses – social identity theory and generation cohort theory – the present study analyzes the influence of sport motivations (i.e., patriotism, drama and excitement of the game, nostalgic associations, interest in star players and social influence) on the...

Persistent link: https://www.econbiz.de/10012276859

Towards an integrated model for brand adoption : insights from an organismic integration theory

Gilal, Naeem Gul; Zhang, Jing; Gilal, Faheem Gul; … - In: European journal of international management : EJIM 17 (2022) 1, pp. 1-26

Persistent link: https://www.econbiz.de/10012798012

Towards a new framework for mapping service brand avoidance : the moderating effect of gender and generation cohorts

Gilal, Faheem Gul; Memon, Amjad Ali; Gilal, Rukhsana Gul; … - In: International journal of information systems and change … 12 (2020) 2, pp. 119-145

Persistent link: https://www.econbiz.de/10012598806

The role of organismic integration theory in marketing science : a systematic review and research agenda

Gilal, Faheem Gul; Paul, Justin; Gilal, Naeem Gul; … - In: European management journal 40 (2022) 2, pp. 208-223

Persistent link: https://www.econbiz.de/10013198088

The role of nostalgic brand positioning in capturing brand equity : theoretical extension and analysis

Gilal, Rukhsana Gul; Gilal, Naeem Gul; Gilal, Faheem Gul; … - In: International journal of consumer studies 46 (2022) 1, pp. 161-181

Persistent link: https://www.econbiz.de/10012808003

Celebrity endorsement and brand passion among air travelers : theory and evidence

Gilal, Faheem Gul; Paul, Justin; Gilal, Naeem Gul; … - In: International journal of hospitality management 85 (2020), pp. 1-9

Persistent link: https://www.econbiz.de/10012241395

Bygone days and memories : the effects of nostalgic ads on consumer brand resurrection movements

Gilal, Naeem Gul; Zhang, Jing; Gilal, Faheem Gul; … - In: The journal of asset management 27 (2020) 2, pp. 160-180

Persistent link: https://www.econbiz.de/10012298766