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Congruity between mood and brand involvement enhances the effectiveness of message appeals : dual processing model perspective

Wen, Taylor Jing - In: Journal of marketing communications 27 (2021) 6, pp. 651-669

Persistent link: https://www.econbiz.de/10012624675

The role of geography of self in "filling in" brand personality traits : consumer inference of unobservable attributes

Puzakova, Marina; Kwak, Hyokjin; Taylor, Charles Raymond - In: Journal of advertising : official publication of the … 42 (2013) 1, pp. 16-29

Persistent link: https://www.econbiz.de/10009738749

Can brand experience shorten consumers' psychological distance toward the brand? : the effect of brand experience on consumers' construal level

Kim, Dong Hoo; Song, Doori - In: The journal of brand management : an international journal 26 (2019) 3, pp. 255-267

Persistent link: https://www.econbiz.de/10012060067

Advertising between archetype and brand personality

Bechter, Clemens; Farinelli, Giorgio; Daniel, Rolf-Dieter; … - In: Administrative Sciences : open access journal 6 (2016) 2/5, pp. 1-11

The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework …) Indicator test and rate Brand Personality (Aaker) traits of the two commercials. Results show that there is common ground. This …

Persistent link: https://www.econbiz.de/10012015803

Making the brand appealing : advertising strategies and consumers' attitude towards UK retail bank brands

Mogaji, Emmanuel; Danbury, Annie - In: The journal of product & brand management 26 (2017) 6, pp. 531-544

Persistent link: https://www.econbiz.de/10011801051

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

Slogan recall effects on marketplace behaviors : the roles of external search and brand assessment

Briggs, Elten; Janakiraman, Narayan - In: Journal of business research : JBR 80 (2017), pp. 98-105

Persistent link: https://www.econbiz.de/10011771448

The impact of consistency between the emotional feature of advertising music and brand personality on brand experience

Hou, Jianrong; Zhao, Xiaofeng; Zheng, Jiahao - In: Journal of management analytics 6 (2019) 3, pp. 250-268

Persistent link: https://www.econbiz.de/10012171430

Altercast framing with assertive sustainability messages : how dominant brands can motivate non-green consumers

Milfeld, Tyler; Pittman, Matthew - In: International journal of advertising : the review of … 43 (2024) 1, pp. 173-201

Persistent link: https://www.econbiz.de/10014450248

Kauf mich! : visuelle Rhetorik in der Werbung

Urban, Dieter; Urban, Dieter M. - 1995

Persistent link: https://www.econbiz.de/10000532738