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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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Names versus faces: examining spokesperson-based congruency effects in advertising
Ilicic, Jasmina; Baxter, Stacey M; Kulczynski, Alicia - In: European Journal of Marketing 49 (2015) 1/2, pp. 62-81
sounds contained in a spokesperson’s name (verbal congruence) on consumer perceptions of spokesperson–product fit. Design … of spokesperson–product fit. The mediating role of spokesperson–product fit on attitude towards the advertisement and the … consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson–product fit also act as mediators …
Persistent link: https://www.econbiz.de/10014724329
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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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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
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The effectiveness of foreign-language display in advertising for congruent versus incongruent products
Hornikx, Jos; Meurs, Frank van; Hof, Robert-Jan - In: Journal of international consumer marketing 25 (2013) 3, pp. 152-165
Persistent link: https://www.econbiz.de/10009761432