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Más Ruiz, Francisco José; Nicolau, Juan Luis; … - In: Journal of business-to-business marketing 28 (2021) 1, pp. 3-13

Persistent link: https://www.econbiz.de/10012584473

Impact of diversity, quality and number of brand alliance partners on the perceived quality of a new brand

Mishra, Sanjay; Singh, Surendra N.; Fang, Xiang; Yin, … - In: The journal of product & brand management 26 (2017) 2, pp. 159-176

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Private labels, brands, and competition policy : the changing landscape of retail competition

Ezrachi, Ariel (ed.); Bernitz, Ulf (ed.) - 2009 - 1. publ.

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Competitive Advertising on Brand Search : Traffic Stealing and Click Quality

Simonov, Andrey - 2020

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad … allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks … consumers returning to Bing in less than 30 seconds after the click, comparedto 7% for consumers clicking on the focal brand …

Persistent link: https://www.econbiz.de/10012851987

Brand advertising competition across economic cycles

Özturan, Peren; Deleersnyder, Barbara; Ozsomer, Aysegul - In: International journal of research in marketing : IJRM ; … 41 (2024) 2, pp. 325-343

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Green advertising : examining the role of celebrity's credibility using sem approach

Kumar, Rakesh; Tripathi, Vibhuti - In: Global business review 23 (2022) 2, pp. 440-459

Persistent link: https://www.econbiz.de/10013256847

Experimenting, partnering and bonding : a framework for the digital influencer-brand endorsement relationship

Nascimento, Thaysa Costa do; Campos, Roberta Dias; … - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 11/12, pp. 1009-1030

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The impact of celebrity endorsement on brand knowledge : a comparative study in Mauritius

Ladkoo, Adjnu Damar; Ismael, Fatmah Bibi Amina - In: Business and Economic Research : BER 8 (2018) 2, pp. 85-114

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Evaluating the relative role of influencer marketing and celebrity endorsements in promotion of electric vehicles

Pankaj; Yadav, R. K. - In: Manthan : journal of commerce and management 10 (2023) 2, pp. 91-106

Persistent link: https://www.econbiz.de/10014488505

Strategic match of athlete endorsement in global markets : an associative learning perspective

Chang, Yongwan; Ko, Yong Jae; Tasci, Asli; Arai, Akiko; … - In: International journal of sports marketing & sponsorship 15 (2014) 4, pp. 253-271

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