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Designing brand identity : a comprehensive guide to the world of brands and branding
Wheeler, Alina; Meyerson, Rob - 2024 - Sixth edition
"From research to brand strategy to design execution, launch and governance, Designing Brand identity is a compendium of tools for branding success and best practices for inspiration. The best-selling book demystifies branding, explains branding fundamentals, and gives practitioners a roadmap to...
Persistent link: https://www.econbiz.de/10014451937
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Die Markenpersönlichkeit von Topmanagern : Konzeptualisierung, Messung und Wirkung
Finkel, Ariana S. D. - 2012
Persistent link: https://www.econbiz.de/10009517367
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CEO vs. celebrity : the effect of streamer types on consumer engagement in brands' self-built live-streaming
Wei, Keshan; Xi, Wanyu - In: Journal of research in interactive marketing : … 18 (2024) 4, pp. 631-647
Persistent link: https://www.econbiz.de/10015062835
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Impact of celebrity endorsment on brand image : a communication process perspective on 30 years of empirical research
Erfgen, Carsten - In: International journal of marketing : IJM ; formerly Der … 52 (2013) 3/4, pp. 127-137
Persistent link: https://www.econbiz.de/10010408097
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How long does celebrity meaning transfer last? : delayed effects and the moderating roles of brand experience, celebrity liking, and age
Knoll, Johannes; Matthes, Jörg; Münch, Andrea; … - In: International journal of advertising : the quarterly … 36 (2017) 4, pp. 588-612
Persistent link: https://www.econbiz.de/10011849128
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Factors influencing consumer buying behavior while purchasing packaged fruit juice in Kathmandu Valley
Bhatta, Subekshya; Pradhan, Radhe Shyam - In: Nepalese journal of finance : a publication of Uniglobe … 9 (2022) 4, pp. 125-136
Persistent link: https://www.econbiz.de/10014495119
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Effect of celebrity endorsement in advertising activities by product type
Karasiewicz, Grzegorz; Kowalczuk, Martyna - In: International journal of management and economics 44 (2014), pp. 76-93
Persistent link: https://www.econbiz.de/10011417546
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Perception of television advertising from China's young generation
Li, Lijie; Scaringella, Laurent - In: The journal of applied business research 30 (2014) 4, pp. 1031-1052
Persistent link: https://www.econbiz.de/10010400629
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The impact of a celebrity endorser's credibility on consumer self-brand connection and brand evaluation
Dwivedi, Abhishek; McDonald, Robert E.; Johnson, Lester W. - In: The journal of brand management : an international journal 21 (2014) 7/8, pp. 559-578
Persistent link: https://www.econbiz.de/10010462632
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Linking celebrity endorsement and luxury brand purchase intentions through signaling theory : a serial-mediation model involving psychological ownership, brand trust and brand atti...
Sanan Waheed Khan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 3, pp. 586-613
endorsements as a modern marketing technique on customers' purchase of luxury brands. Applyingthe signaling theory and quantitative …
Persistent link: https://www.econbiz.de/10012655273