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Product placement as leveraged marketing communications : the role of wishful identification, brand trust, and brand buying behaviours
Shoenberger, Heather; Kim, Eunjin - In: International journal of advertising : the review of … 38 (2019) 1, pp. 50-66
Persistent link: https://www.econbiz.de/10012200200
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Being funny is not enough : the influence of perceived humor and negative emotional reactions on brand attitudes
Warren, Caleb; Carter, Erin Percival; McGraw, A. Peter - In: International journal of advertising : the review of … 38 (2019) 7, pp. 1025-1045
Persistent link: https://www.econbiz.de/10012200365
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Imagination matters : do consumers' imagery processing and self-regulatory goals affect the persuasiveness of metaphor in advertising?
Lee, Seung Yun; Jung, Sunho; Jung, Han Young; Choi, Sung Tae - In: International journal of advertising : the review of … 38 (2019) 8, pp. 1173-1201
Persistent link: https://www.econbiz.de/10012200373
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Islamic advertising in Nigeria : an assessment
Abdullahi, Shafiu Ibrahim - In: International journal of islamic marketing and branding 2 (2017) 1, pp. 65-84
Persistent link: https://www.econbiz.de/10011777830
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The influence of global and local iconic brand positioning on advertising persuasion in an emerging market setting
Heinberg, Martin; Ozkaya, H. Erkan; Taube, Markus - In: Journal of international business studies : JIBS ; an … 48 (2017) 8, pp. 1009-1022
Persistent link: https://www.econbiz.de/10011779151
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Brand advertising in an access-ownership world : how marketing channels impact message persuasiveness
Harding, Lora Mitchell; Schenkel, Mark T. - In: Journal of marketing channels : ... distribution … 24 (2017) 1/2, pp. 51-72
Persistent link: https://www.econbiz.de/10011749105
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The effects of schema congruity on consumer response to celebrity advertising
Harmon-Kizer, Tracy R. - In: Journal of marketing communications 23 (2017) 2, pp. 162-175
Persistent link: https://www.econbiz.de/10011706477
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Super Bowl ads
Hartmann, Wesley R.; Klapper, Daniel - In: Marketing science : the marketing journal of the … 37 (2018) 1, pp. 78-96
Persistent link: https://www.econbiz.de/10011818457
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Effects of brand congruity and game difficulty on gamers' response to advertising in sport video games
Hwang, Yongjin; Ballouli, Khalid; So, Kevin; Heere, Bob - In: Journal of sport management : the official journal of … 31 (2017) 5, pp. 480-496
Persistent link: https://www.econbiz.de/10011823053
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Processing contradictory brand information from advertising and social media : an application of the multiple-motive heuristic-systematic model
Kim, Kyongseok; King, Karen Whitehill; Kim, Jooyoung - In: Journal of marketing communications 24 (2018) 8, pp. 801-822
Persistent link: https://www.econbiz.de/10011976101