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How advertising avoidance affects visual attention and memory of advertisements

Onișor, Lucian-Florin; Ioniță, Daniela - In: Journal of business economics and management 22 (2021) 3, pp. 656-674

brand advertisements and corporate brand advertisements. An eye-tracking experiment with 121 respondents show that when … corporate brand ads are more memorable than the product brand ads even if the product ads attract more attention. The longer the …

Persistent link: https://www.econbiz.de/10012506274

Leveraging luxury brands purchase intention through cultural congruent assertive advertising : a cross-cultural experimental evidence from Malaysia and Pakistan

Raza, Syed Hassan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 1, pp. 138-165

understanding this phenomenon that how presentation and message manifested with cultural orientation in luxury brand advertisement … advertisement is an effective strategy for luxury brand promotion in emerging markets. The study has employed a quasi …-experimental survey using luxury brand advertisement manifesting assertiveness appeal. Data was collected from 340 individuals of Pakistan …

Persistent link: https://www.econbiz.de/10012507118

Human-like versus me-like brands in corporate social responsibility : the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands

Jeong, Hyun Ju; Kim, Jihye - In: The journal of brand management : an international journal 28 (2021) 1, pp. 32-47

Persistent link: https://www.econbiz.de/10012433569

Are two brands better than one? : investigating the effects of co-branding in advertising on audience memory

Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: Marketing letters : a journal of research in marketing 29 (2018) 1, pp. 37-48

Persistent link: https://www.econbiz.de/10011820291

Exploring advertising as an antecedent to brand experience dimensions : an experimental study

Bapat, Dhananjay - In: Journal of financial services marketing : JFSM 23 (2018) 3/4, pp. 210-217

Persistent link: https://www.econbiz.de/10011975284

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

Getting to know you : social media personalization as a means of enhancing brand loyalty and perceived quality

Shanahan, Tyler; Tran, Trang P.; Taylor, Erik C. - In: Journal of retailing and consumer services 47 (2019), pp. 57-65

Persistent link: https://www.econbiz.de/10011995447

How brand disclosure timing and brand prominence influence consumer's intention to share branded entertainment content

Choi, Dongwon; Bang, Hye Jin; Wojdynski, Bartosz W.; … - In: Journal of interactive marketing : a quarterly … 42 (2018), pp. 18-31

Persistent link: https://www.econbiz.de/10011873129

Better together? : harnessing the power of brand placement through program sponsorship messages

Dens, Nathalie; Pelsmacker, Patrick de; Verhellen, Yann - In: Journal of business research : JBR 83 (2018), pp. 151-159

Persistent link: https://www.econbiz.de/10011802515

Purpose advertising and the credibility gap : how consumers respond to established versus emergent brand activist messaging

Milfeld, Tyler; Haley, Eric John - In: Journal of advertising research 64 (2024) 1, pp. 59-79

Persistent link: https://www.econbiz.de/10014507681