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Brand placement : new perspectives and a comprehensive definition

Kandhadai, Ravi; Saxena, Rajan - In: The marketing review 14 (2014) 3, pp. 231-244

Persistent link: https://www.econbiz.de/10011444900

The influence of brand effect on slogan's memorability

Silveira, Paulo Duarte; Bogas, Paulo - In: European research studies 22 (2019) 4, pp. 88-100

Persistent link: https://www.econbiz.de/10012286143

Effectiveness of animated spokes-character in advertising targeted to kids

Shuja, Komal; Ali, Mazhar; Anjum, Munazzah Mehak; … - 2018

The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids. The research design is quantitative and its research type is causal. The respondents of the study are "Pre-primary school going kids" from nine different schools belonging to...

Persistent link: https://www.econbiz.de/10012124705

Understanding the viability of three types of approach of advertising in emerging markets

Srivastava, R. K.; Dorsch, Michael J. - In: Journal of marketing communications 26 (2020) 8, pp. 799-812

Persistent link: https://www.econbiz.de/10012314019

Impact of age on brand awareness sets : a turning point in consumers' early 60s

Lambert-Pandraud, Raphaëlle; Laurent, Gilles; Mullet, … - In: Marketing letters : a journal of research in marketing 28 (2017) 2, pp. 205-218

Persistent link: https://www.econbiz.de/10011675161

The vampire effect : when do celebrity endorsers harm brand recall?

Erfgen, Carsten; Zenker, Sebastian; Sattler, Henrik - In: International journal of research in marketing : IJRM ; … 32 (2015) 2, pp. 155-163

Persistent link: https://www.econbiz.de/10011337510

Meaning or sound? : the effects of brand name fluency on brand recall and willingness to buy

Lee, Sangwon; Baack, Daniel W. - In: Journal of promotion management : JPM 20 (2014) 5, pp. 521-536

Persistent link: https://www.econbiz.de/10010467280

Comparing direct and indirect branding in advertising

Hartnett, Nicole; Romaniuk, Jenni; Kennedy, Rachel - In: Australasian marketing journal 24 (2016) 1, pp. 20-28

Persistent link: https://www.econbiz.de/10011484613

The role of brand exposure and experience on brand recall : product durables vis-à-vis FMCG

Baumann, Chris; Hamin, Hamin; Chong, Amy - In: Journal of retailing and consumer services 23 (2015), pp. 21-31

Persistent link: https://www.econbiz.de/10010503938

Rand communications and customer equity : the mediating role of brand knowledge and word of mouth ads

Bahreinizad, Manizheh; Esmaeilpour, Majid; Moradi, Kianoosh - In: Romanian economic and business review 15 (2020) 4, pp. 90-103

Persistent link: https://www.econbiz.de/10012631932