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Exciting on Facebook or competent in the newspaper? : media effects on consumers' perceptions of brands in the fashion category

Anselmsson, Johan; Tunca, Burak - In: Journal of marketing communications 25 (2019) 7, pp. 720-737

Persistent link: https://www.econbiz.de/10012203361

Reaching for customer centricity : wine brand positioning configurations

Dressler, Marc; Paunović, Ivan - In: Journal of open innovation : technology, market, and … 7 (2021) 2, pp. 1-21

This study set out to uncover brand positioning configurations by presenting state-ofthe- art brand management … online review text data from each winery. The study identified nine prime words used to describe both brand identity as well … as wine brand image. It revealed word-price clusters of brand identity and image. The results offer insights into …

Persistent link: https://www.econbiz.de/10012601505

Good guy vs. bad guy : the influence of parasocial interactions with media characters on brand placement effects

Knoll, Johannes; Schramm, Holger; Schallhorn, Christiana; … - In: International journal of advertising : the quarterly … 34 (2015) 5, pp. 720-743

Persistent link: https://www.econbiz.de/10011547760

The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention : investigating the bias effect of heuristic information processing

Tan, Yingsi; Geng, Shuang; Katsumata, Sotaro; Xiong, Xiaojun - In: Journal of retailing and consumer services 63 (2021), pp. 1-8

Persistent link: https://www.econbiz.de/10012665878

Creating online brand personality : the role of personal difference

Chung, Hwiman; Ahn, Euijin - In: Journal of promotion management : JPM 19 (2013) 2, pp. 167-187

Persistent link: https://www.econbiz.de/10009754903

Luxury brands and social media : drivers and outcomes of consumer engagement on Instagram

Oliveira, Marta; Fernandes, Teresa - In: Journal of strategic marketing 30 (2022) 4, pp. 389-407

Persistent link: https://www.econbiz.de/10013370884

A conceptual analysis of brand intimacy on social media platforms

Almubarak, Alanoud F.; Pervan, Simon J.; Johnson, Lester W. - In: Journal of strategic marketing 26 (2018) 6, pp. 463-478

Persistent link: https://www.econbiz.de/10011976041

Conceptualising performative Instagram influencer and user relationships : through advertising and sponsored brand content

Wilson, Jonathan A. J.; Arroyo, Laura - In: International journal of business performance … 23 (2022) 3, pp. 257-284

Persistent link: https://www.econbiz.de/10013440055

"We" are more likely to endorse than "I" : the effects of self-construal and brand symbolism on consumers' online brand endorsements

Bernritter, Stefan F.; Loermans, Annemijn C.; Verlegh, … - In: International journal of advertising : the quarterly … 36 (2017) 1, pp. 107-120

Persistent link: https://www.econbiz.de/10011687898

We "like" to value the brand : a mixed-method study

Trung Dam-Huy Thai; Wang, Tien; Tin Trung Nguyen - In: The journal of product & brand management 31 (2022) 8, pp. 1265-1284

Persistent link: https://www.econbiz.de/10013429196