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"Aha! I knew that voice sounded familiar!" : recognizing a non-identified voice-over endorser increases ad enjoyment via moments of insight
Hall, Matthew J.; Carlson, Les; Gentry, James W. - In: Journal of business research : JBR 174 (2024), pp. 1-14
Persistent link: https://www.econbiz.de/10014548001
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Wenn Sport zur Religion wird : wie die Beziehung zwischen Sportidol und Konsument auf den Erfolg der Marke wirkt ; eine empirische Studie
Huber, Frank; Vogel, Johannes; Meyer, Frederik; Becker, … - 2008
Persistent link: https://www.econbiz.de/10003666452
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Der Fußballstar als Marke : Determinanten der Markenbildung am Beispiel von Lukas Podolski
Huber, Frank; Meyer, Frederik - 2008 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003627795
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What drives the market popularity of celebrities? : a longitudinal analysis of consumer interest in film stars
Mathys, Juliane; Burmester, Alexa B.; Clement, Michel - In: International journal of research in marketing : IJRM ; … 33 (2016) 2, pp. 428-448
Persistent link: https://www.econbiz.de/10011527120
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The role of negative publicity in consumer evaluations of sports stars and their sponsors
Yoon, Sung-Wook; Shin, Seongyeon - In: Journal of consumer behaviour : an international … 16 (2017) 4, pp. 332-342
Persistent link: https://www.econbiz.de/10011695095
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Spillovereffekte von Testimonialskandalen : empirische Analyse des Einflusses auf Wettbewerber
Friederich, Nico - 2018 - 1. Auflage
Persistent link: https://www.econbiz.de/10011864863
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Advertising spillovers : evidence from online field experiments and implications for returns on advertising
Sahni, Navdeep S. - In: Journal of marketing research : JMR 53 (2016) 4, pp. 459-478
Persistent link: https://www.econbiz.de/10011537683
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Spillovers in attribute advertising
Schmeiser, Steven - In: Review of marketing science 14 (2016) 1, pp. 69-87
Persistent link: https://www.econbiz.de/10011555177
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Country tourism advertising as a tool of spillover effects on the example of Poland
Kosmaczewska, Joanna; Kim, SangJun - In: Journal of marketing communications 29 (2023) 6, pp. 616-634
Persistent link: https://www.econbiz.de/10014454798
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Beyond the targeted customer : spillover effect through social influence : consumers with weak ties are more effective targets in social advertising
Wang, Zhen-Zhen; Zhu, Zhihua; Xu, Xiaoke; Chao, Naipeng - In: Journal of advertising research 63 (2023) 3, pp. 221-235
Persistent link: https://www.econbiz.de/10014375169