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Role of advertising and promotional strategies in shaping consumer brand attitude regarding consumer durable retailers in Vietnam
Cuong Hung Pham - In: International journal of intelligent enterprise 9 (2022) 2, pp. 258-273
Persistent link: https://www.econbiz.de/10013256158
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Can brand sharing change consumers' brand attitudes? : the roles of agency-communion orientation and message length
Lu, Yue; Xie, Ninghui; Yang, Defeng; Lei, Xi - In: Journal of business research : JBR 128 (2021), pp. 350-359
Persistent link: https://www.econbiz.de/10012494462
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Inferring brand integrity from marketing communications : the effects of brand transparency signals in a consumer empowerment context
Cambier, Fanny; Poncin, Ingrid - In: Journal of business research : JBR 109 (2020), pp. 260-270
Persistent link: https://www.econbiz.de/10012238060
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Role of skepticism and message elaboration in determining consumers' response to cause-related marketing claims on Facebook brand pages
Bae, Mikyeung - In: Journal of current issues and research in advertising 41 (2020) 3, pp. 301-331
Persistent link: https://www.econbiz.de/10012289873
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The role of demographic factors in consumer perception of value from brand communication on facebook
Klepek, Martin - In: Central European business review : CEBR 9 (2020) 3, pp. 56-73
Persistent link: https://www.econbiz.de/10012295085
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Moderating role of brand familiarity in cross-media effects : an information processing perspective
Huang, Guanxiong - In: Journal of promotion management : JPM 22 (2016) 5, pp. 665-683
Persistent link: https://www.econbiz.de/10011631927
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The impact of brand health on customer equity
Mirzaei, Abas; Baumann, Chris; Johnson, Lester W.; … - In: Journal of retailing and consumer services 33 (2016), pp. 8-16
Persistent link: https://www.econbiz.de/10011598531
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Logo design in marketing communications : brand logo complexity moderates exposure effects on brand recoginition and brand attitude
Grinsven, Bo; Das, Enny - In: Journal of marketing communications 22 (2016) 3, pp. 256-270
Persistent link: https://www.econbiz.de/10011613163
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Advertising and brand attitudes : evidence from 575 brands over five years
Du, Rex Yuxing; Joo, Mingyu; Wilbur, Kenneth C. - In: Quantitative marketing and economics : QME 17 (2019) 3, pp. 257-323
Persistent link: https://www.econbiz.de/10012098690
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Too sexy for the price? : the effectiveness of erotic advertising depending on the brand's price level
Thomas, Stefan; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 41 (2019) 2, pp. 4-20
Persistent link: https://www.econbiz.de/10012003359