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INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions

Journal of advertising, 2005-12, Vol.34 (4), p.69-80

2005

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Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising

Journal of advertising, 2018-01, Vol.47 (2), p.127-145

2018

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Shared Brand Equity

Journal of advertising, 2023-05, Vol.52 (3), p.311-329

2023

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Brand Communication in Social Media: A Research Agenda

Journal of advertising, 2019-01, Vol.48 (1), p.14-26

Voorveld, Hilde A.M.

2019

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PERSONIFICATION IN ADVERTISING: Using a Visual Metaphor to Trigger Anthropomorphism

Journal of advertising, 2011-03, Vol.40 (1), p.121-130

2011

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Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers

Journal of advertising, 2023-08, Vol.52 (4), p.540-557

2023

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The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications

Journal of advertising, 2021-03, Vol.50 (2), p.160-178

2021

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Celebrities As Brand Shields: The Role of Parasocial Relationships in Dampening Negative Consequences from Brand Transgressions

Journal of advertising, 2023-05, Vol.52 (3), p.387-405

2023

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Consumers' Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?

Journal of advertising, 2023-08, Vol.52 (4), p.523-539

2023

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Close Encounters of the AI Kind: Use of AI Influencers As Brand Endorsers

Journal of advertising, 2021-01, Vol.50 (1), p.11-25

2021

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Toward a Common Customer Identity Framework for Managing Participatory Marketing Communication Campaigns

Journal of advertising, 2024-05, Vol.53 (3), p.357-376

2024

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The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games

Journal of advertising, 2013-04, Vol.42 (2-3), p.95-112

2013

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Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements

Journal of advertising, 2015-07, Vol.44 (3), p.208-218

2015

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Stronger Together? Tourists' Behavioral Responses to Joint Brand Advertising

Journal of advertising, 2020-10, Vol.49 (5), p.525-539

2020

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Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing

Journal of advertising, 2007-06, Vol.36 (2), p.63-74

2007

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Sounds of Green: How Brand Name Sounds Metaphorically Convey Environmental Friendliness

Journal of advertising, 2020-01, Vol.49 (1), p.61-77

2020

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Connecting With Celebrities: How Consumers Appropriate Celebrity Meanings for a Sense of Belonging

Journal of advertising, 2017-04, Vol.46 (2), p.297-308

2017

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Lending a Hand to the Competitor: How Brand-to-Brand Help on Social Media Affects Consumer Evaluations

Journal of advertising, 2024-08, Vol.53 (4), p.588-604

2024

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Exploring the Boundaries of Nostalgic Advertising Effects: A Consideration of Childhood Brand Exposure and Attachment on Consumers' Responses to Nostalgia-Themed Advertisements

Journal of advertising, 2014-01, Vol.43 (1), p.73-84

2014

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David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers

Journal of advertising, 2021-10, Vol.50 (5), p.584-602

2021

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The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising: The Moderating Role of Construal Level

Journal of advertising, 2022-07, Vol.51 (3), p.369-384

2022

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Why Narrative Ads Work: An Integrated Process Explanation

Journal of advertising, 2017-04, Vol.46 (2), p.283-296

2017

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Reviving and Improving Brand Awareness As a Construct in Advertising Research

Journal of advertising, 2022-07, Vol.51 (3), p.294-307

2022

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Children's Hobbies as Persuasive Strategies: The Role of Literacy Training in Children's Responses to Personalized Ads

Journal of advertising, 2024-01, Vol.53 (1), p.70-85

2024

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Big Star Undercover: The Reinforcing Effect of Attenuated Celebrity Endorsers' Faces on Consumers' Brand Memory

Journal of advertising, 2020-03, Vol.49 (2), p.185-194

2020

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INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions

Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising

Shared Brand Equity

Brand Communication in Social Media: A Research Agenda

PERSONIFICATION IN ADVERTISING: Using a Visual Metaphor to Trigger Anthropomorphism

Authentically Fake? How Consumers Respond to the Influence of Virtual Influencers

The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications

Celebrities As Brand Shields: The Role of Parasocial Relationships in Dampening Negative Consequences from Brand Transgressions

Consumers' Responses to Virtual Influencers as Advertising Endorsers: Novel and Effective or Uncanny and Deceiving?

Close Encounters of the AI Kind: Use of AI Influencers As Brand Endorsers

Toward a Common Customer Identity Framework for Managing Participatory Marketing Communication Campaigns

The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games

Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements

Stronger Together? Tourists' Behavioral Responses to Joint Brand Advertising

Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing

Sounds of Green: How Brand Name Sounds Metaphorically Convey Environmental Friendliness

Connecting With Celebrities: How Consumers Appropriate Celebrity Meanings for a Sense of Belonging

Lending a Hand to the Competitor: How Brand-to-Brand Help on Social Media Affects Consumer Evaluations

Exploring the Boundaries of Nostalgic Advertising Effects: A Consideration of Childhood Brand Exposure and Attachment on Consumers' Responses to Nostalgia-Themed Advertisements

David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers

The Effects of Competence and Warmth Appeals on Luxury and Sustainable Brand Advertising: The Moderating Role of Construal Level

Why Narrative Ads Work: An Integrated Process Explanation

Reviving and Improving Brand Awareness As a Construct in Advertising Research

Children's Hobbies as Persuasive Strategies: The Role of Literacy Training in Children's Responses to Personalized Ads

Big Star Undercover: The Reinforcing Effect of Attenuated Celebrity Endorsers' Faces on Consumers' Brand Memory

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