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Comment: Leveraging sport events over time ; a comparison of sponsorship and sport event advertising
Mazodier, Marc; Quester, Pascale - In: International journal of research in marketing : IJRM ; … 31 (2014) 1, pp. 33-34
Persistent link: https://www.econbiz.de/10010370715
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Comment: Measuring marketing effectiveness around major sports events ; a comparison of two studies and call for action
Gijsenberg, Maarten J. - In: International journal of research in marketing : IJRM ; … 31 (2014) 1, pp. 30-32
Persistent link: https://www.econbiz.de/10010370719
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The role of sponsorship fit for changing brand affect : a latent growth modeling approach
Mazodier, Marc; Quester, Pascale - In: International journal of research in marketing : IJRM ; … 31 (2014) 1, pp. 16-29
Persistent link: https://www.econbiz.de/10010370723
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Unmasking the ambushers : conceptual framework and empirical evidence
Mazodier, Marc; Quester, Pascale; Chandon, Jean-Louis - In: European journal of marketing : EJM 46 (2012) 1/2, pp. 192-214
Persistent link: https://www.econbiz.de/10009514308
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Determinants of community-based sponsorship impact on self-congruity
Quester, Pascale; Plewa, Carolin; Palmer, Karen; … - In: Psychology & marketing 30 (2013) 11, pp. 996-1007
Persistent link: https://www.econbiz.de/10010206831
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Un cadre d'analyse de l'efficacité persuasive du pseudo-parrainage.
Mazodier, Marc; Quester, Pascale - In: Revue française du marketing (2008) 217, pp. 63-76
Persistent link: https://www.econbiz.de/10008077145
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Unmasking the ambushers: conceptual framework and empirical evidence
Mazodier, Marc; Quester, Pascale; Chandon, Jean-Louis - In: European journal of marketing : EJM 46 (2012) 1, pp. 192-215
Persistent link: https://www.econbiz.de/10009830309
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Perceived Value of the Mass‐Customized Product and Mass Customization Experience for Individual Consumers
Merle, Aurélie; Chandon, Jean‐Louis; Roux, Elyette; … - In: Production and operations management : an international … 19 (2010) 5, pp. 503-515
Persistent link: https://www.econbiz.de/10008453370
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A verbal rating scale to measure Japanese consumers' perceptions of product quality
Bartikowski, Boris; Kamei, Katsuyuki; Chandon, Jean‐Louis - In: Asia Pacific Journal of Marketing and Logistics 22 (2010) 2, pp. 179-195
Purpose – This paper aims to investigate whether verbal rating scales are viable formats for attitude measurement through an application to Japanese consumers' product quality perceptions. Design/methodology/approach – The article notes theoretical differences between Likert‐based and...
Persistent link: https://www.econbiz.de/10014674699
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Factors influencing consumer behaviour towards store brands: evidence from the French market
Fall Diallo, Mbaye; Chandon, Jean‐Louis; Cliquet, Gérard - In: International Journal of Retail & Distribution Management 41 (2013) 6, pp. 422-441
Purpose – This paper aims to investigate how consumer and image factors as well as store familiarity influence store brand (SB) purchase behaviour. SBs are now widely offered by European mass retailers. However, consumer behaviour toward SBs is not yet clearly understood in all European...
Persistent link: https://www.econbiz.de/10014803623