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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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When ambush marketing is beneficial to sponsorship awareness : creating sponsor distinctiveness using exclusivity and brand juxtaposition
Weeks, Clinton S.; O'Connor, Peter; Martin, Brett A. S. - In: Journal of marketing management : MM 33 (2017) 15/16, pp. 1256-1280
Persistent link: https://www.econbiz.de/10011850369
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Does an expanded brand user base of co-branded advertising help ad-memorability?
Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: International journal of market research : JMRS ; the … 60 (2018) 4, pp. 366-379
Persistent link: https://www.econbiz.de/10011919262
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Celebrities as human brands : an inquiry on stakeholder-actor co-creation of brand identities
Centeno, Dave; Wang, Jeff Jianfeng - In: Journal of business research : JBR 74 (2017), pp. 133-138
Persistent link: https://www.econbiz.de/10011675465
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Are they really persuaded with the brand embedded in the game? : analyzing the effects of nature of game, brand prominence and game-product congruence
Vashisht, Devika; Pillai, Sreejesh S. - In: Journal of research in interactive marketing : … 10 (2016) 3, pp. 249-264
Persistent link: https://www.econbiz.de/10011567084
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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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A strategic approach to CSR communication : examining the impact of brand familiarity on consumer responses
Türkel, Selin; Uzunoğlu, Ebru; Kaplan, Melike Demirbağ; … - In: Corporate social responsibility and environmental management 23 (2016) 4, pp. 228-242
Persistent link: https://www.econbiz.de/10011600308
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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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Explicating the "like" on Facebook brand pages : the effect of intensity of Facebook use, number of overall "likes", and number of friends' "likes" on consumers' brand outcomes
Phua, Joe; Ahn, Sun Joo - In: Journal of marketing communications 22 (2016) 5, pp. 544-559
Persistent link: https://www.econbiz.de/10011613205