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Les services gratuits issus de l'économie numérique : faut-il, et comment, les valoriser ?

Bourgeois, Alexandre - In: Economie et statistique 517/518/519 (2020), pp. 147-165

Persistent link: https://www.econbiz.de/10013557057

Content posted by Spanish automotive sector brands on YouTube : branded content, insights and environmental commitment

Castelló-Martínez, Araceli - In: Corporate communications : an international journal 28 (2023) 2, pp. 293-310

Persistent link: https://www.econbiz.de/10014288223

Strategic Interaction With Multiple Tools: A New Empirical Model

Richards, Timothy J.; Patterson, Paul M. - Morrison School of Agribusiness & Resource Management, … - 2002

-market case study that consists of five years of monthly data on ready to eat cereal sales, advertising, product development …

Persistent link: https://www.econbiz.de/10005805320

What happens in acquisitions?

Fee, C. Edward; Hadlock, Charles J.; Pierce, Joshua R. - In: Journal of Corporate Finance 18 (2012) 3, pp. 584-597

propensity to sharply cut advertising in acquired brands. This behavior is most pronounced in private equity transactions. When a … buyer's existing brands overlap with the acquired brands, aggregate advertising spending on the merged portfolio of brands …We study advertising at the brand level in a sample of corporate acquisitions. New owners display an elevated …

Persistent link: https://www.econbiz.de/10010574234

Effects of advertising-evoked vicarious nostalgia on brand heritage

Merchant, Altaf; Rose, Gregory M. - In: Journal of Business Research 66 (2013) 12, pp. 2619-2625

nostalgia proneness and brand heritage. Both individual propensities (nostalgia proneness) and advertising-evoked vicarious …

Persistent link: https://www.econbiz.de/10011050079

Communication, as a way to Efficient Organizational Relations

Ionascu, Viorica; Perez-Danielescu, Dominic - In: Knowledge Horizons - Economics 2 (2010) 3, pp. 23-29

The hard time the Romanian companies encounter has challenged the managers to pay high attention on the rapid recuperation of their expenditures, thus falling to include the communication positive influence over final results. Communication is a fundamental component, an attitude and an...

Persistent link: https://www.econbiz.de/10010700078

Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know

Tian, Robert - In: Journal of Consumer Marketing 21 (2004) 4, pp. 285-286

Persistent link: https://www.econbiz.de/10014848405

Major influence factors in children's consumer socialization

Dotson, Michael J.; Hyatt, Eva M. - In: Journal of Consumer Marketing 22 (2005) 1, pp. 35-42

Purpose – The purpose of this paper is to first provide an overview of children's spending power, media exposure, and identification with brand names in the usa along with an updated overview of the major findings in the consumer socialization literature, and to then provide an empirical...

Persistent link: https://www.econbiz.de/10014848438

The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behavior

Teng, Lefa; Laroche, Michel; Zhu, Huihuang - In: Journal of Consumer Marketing 24 (2007) 1, pp. 27-35

the effects of advertising on consumers' attitudes and purchase intentions in multiple‐ad and multiple‐brand environments … advertising on consumer behavior. Our research also challenges the dual mediation model by incorporating competition into the …

Persistent link: https://www.econbiz.de/10014848573

The effects of risk disclosure and ad involvement on consumers in DTC advertising

Kavadas, Constantina; Prevel Katsanis, Lea; LeBel, Jordan - In: Journal of Consumer Marketing 24 (2007) 3, pp. 171-179

advertising. Design/methodology/approach – The study was a between‐subject factorial design and consisted of 156 students from a …

Persistent link: https://www.econbiz.de/10014848595