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Names versus faces : examining spokesperson-based congruency effects in advertising
Ilicic, Jasmina; Baxter, Stacey; Kulczynski, Alicia - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 62-81
Persistent link: https://www.econbiz.de/10010519631
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When admen prefer Tom to Tim
In: Strategic Direction 31 (2015) 5, pp. 10-12
congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson-product fit also … act as mediators between visual and verbal congruence and attitude toward the advertisement. Practical implications – The …
Persistent link: https://www.econbiz.de/10015012141
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Advertising in a foreign language or the consumers' native language?
Nederstigt, Ulrike; Hilberink-Schulpen, Béryl - In: Journal of international consumer marketing 30 (2018) 1, pp. 2-13
Persistent link: https://www.econbiz.de/10011917497
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What’s in a name? : examining the effect of phonetic fit between spokesperson name and product attributes on source credibility
Baxter, Stacey; Ilicic, Jasmina; Kulczynski, Alicia - In: Marketing letters : a journal of research in marketing 26 (2015) 4, pp. 525-534
Persistent link: https://www.econbiz.de/10011399099
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Disease awareness advertising (DAA) in emerging economy : a comparison between views of consumers and pharmaceutical professionals
Banerjee, Saikat; Dash, Sampada Kumar - In: Health marketing quarterly 35 (2018) 2, pp. 134-150
Persistent link: https://www.econbiz.de/10011979338
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Casual wear product attributes
Zhang, Zhiming; Li, Yi; Gong, Chen; Wu, Haidong - In: Journal of Fashion Marketing and Management: An … 6 (2002) 1, pp. 53-62
In this paper, the importance of product attributes of casual wear for Chinese consumers was investigated. Data were gathered from a questionnaire survey conducted in six cities of China. A total of 15 attributes were identified, and it was found that fit, comfort, style, color and workmanship...
Persistent link: https://www.econbiz.de/10014867799
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Effects of congruence between individuals' and hotel commercials' construal levels on purchase intentions
Dogan, Merve; Erdogan, Bayram Zafer - In: Journal of hospitality marketing & management 29 (2020) 8, pp. 987-1007
Persistent link: https://www.econbiz.de/10012384385
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Brand image transfer from team to sponsor : how effective is it to sponsor a football team with little success?
Santos, Manuel Alonso dos; Moreno, Ferran Calabuig; … - In: International journal of sport management and marketing … 19 (2019) 5/6, pp. 371-388
Persistent link: https://www.econbiz.de/10012168852
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Celebrities in advertising: looking for congruence or for likability?.
Le Roy, Isabelle; Fleck, Nathalie; Korchia, Michaël - Université Paris-Dauphine
Celebrities used as endorsers in advertising are often very popular ones. However, from a cognitive point of view (and …
Persistent link: https://www.econbiz.de/10008504538
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Celebrities in advertising: looking for congruence or for likability?
Korchia, Michaël; Fleck-Dousteyssier, Nathalie; Le … - Université Paris-Dauphine (Paris IX) - 2009
Celebrities used as endorsers in advertising are often very popular ones. However, from a cognitive point of view (and …
Persistent link: https://www.econbiz.de/10011074237