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Show it or say it : how brand familiarity influences the effectiveness of image-based versus text-based logos

Morgan, Carter; Fajardo, Tatiana M.; Townsend, Claudia - In: Journal of the Academy of Marketing Science 49 (2021) 3, pp. 566-583

Persistent link: https://www.econbiz.de/10012548066

Impact of social media influencers on customer engagement and brand perception

Jaitly, Rahul Chander; Gautam, Omvir - In: International journal of internet marketing and … 15 (2021) 2, pp. 220-242

Persistent link: https://www.econbiz.de/10012512752

Exploring YouTube marketing communication : brand awareness, brand image and purchase intention in the millennial generation

Febriyantoro, Mohamad Trio - In: Cogent business & management 7 (2020) 1, pp. 1-17

Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of...

Persistent link: https://www.econbiz.de/10012621943

Influenced by media brands? : a conjoint experiment on the effect of media brands on online media planners' decision-making

Kouki-Block, Monia; Wellbrock, Christian M. - In: Journal of media business studies 19 (2022) 1, pp. 29-51

Persistent link: https://www.econbiz.de/10012821108

Digital marketing as a game changer strategy to enhance brand performance

Husain, Uvesh; Javed, Sarfaraz; Ananda S - In: International journal of technology marketing : IJTMkt 15 (2021) 2/3, pp. 107-125

Persistent link: https://www.econbiz.de/10012693492

Attributes of Instagram influencers impacting consumer brand engagement

Duh, Helen Inseng; Thabethe, Thabile - In: International journal of internet marketing and … 15 (2021) 5/6, pp. 477-497

Persistent link: https://www.econbiz.de/10012670702

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

Moradi, Kianoosh; Bahreinizad, Manizheh; Esmaeilpour, Majid - In: The Romanian economic journal : REJ 23 (2020) 78, pp. 117-133

Persistent link: https://www.econbiz.de/10012595460

Congruity between mood and brand involvement enhances the effectiveness of message appeals : dual processing model perspective

Wen, Taylor Jing - In: Journal of marketing communications 27 (2021) 6, pp. 651-669

Persistent link: https://www.econbiz.de/10012624675

Advertising Viewability in Online Branding Campaigns

Bounie, David - 2017

A significant number of online ads served by publishers are actually never seen by Internet users. This results in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising...

Persistent link: https://www.econbiz.de/10012956175

Matching green messages with brand positioning to improve brand evaluation

Luz, Victoria Vilasanti da; Mantovani, Danielle; … - In: Journal of business research : JBR 119 (2020), pp. 25-40

Persistent link: https://www.econbiz.de/10012416925