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Persistent link: https://www.econbiz.de/10010410804

Are cartoon ads effective for adult consumers?

Rakrachakarn, Pakakorn; Moschis, George P. - In: International journal of internet marketing and … 8 (2013) 2, pp. 125-142

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How does renqing influence purchase intentions in the Chinese business-to-business context?

Zhang, Xun; Xu, Biao; Wu, Jun - In: The journal of business & industrial marketing 37 (2022) 1, pp. 78-90

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Information searching in the mobile environment : differences in involvement dimensions among product categories

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National or global? : moderated mediation impact of sports celebrity credibility on consumer's purchase intention

Dikčius, Vytautas; Ilciukiene, Svetlana - In: Organizations and markets in emerging economies 12 (2021) 1, pp. 160-177

The paper aims to examine the role of localness of a sports celebrity and a level of product involvement in the mediated impact of the perceived product quality on the relationship between a sports celebrity's credibility and consumers' purchase intention in a developing economy. A total of 253...

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Effect of brand origin on brand personality perceptions : an empirical analysis from Turkey

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Advertising persuasion in China : using Mandarin or Cantonese?

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