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Research article

First published 2016-2

Comparing Direct and Indirect Branding in Advertising

Nicole Hartnett, Jenni Romaniuk, Rachel Kennedy

Australasian Marketing Journal

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Research article

First published 2013-10

Internet versus Television Advertising: A Brand-Building Comparison

Michaela Draganska, Wesley R. Hartmann, Gena Stanglein

Journal of Marketing Research

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Research article

First published 2014-10

Internet versus Television Advertising: A Brand-Building Comparison

Michaela Draganska, Wesley R. Hartmann, Gena Stanglein

Journal of Marketing Research

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Research article

First published 2018-7

Does an expanded brand user base of co-branded advertising help ad-memorability?

Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner [...]

International Journal of Market Research

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Research article

First published 2021-2

Brand strategy scope and advertising spending: The more the better?

Ricardo Sellers-Rubio, Aurora Calderón-Martínez

Tourism Economics

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Research article

First published 2025-11

The Power of Interactive Mobile Advertising: How Self-brand Congruity Shapes Brand Engagement in Self-concept

Luan-Thanh Nguyen, Tien-Thao Cong Phan, Tri-Quan Dang

Journal of Creative Communications

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Research article

First published 2019-9

Typology of advertising music components and consumers’ responses to the brand

Alice Zoghaib

Recherche et Applications en Marketing (English Edition)

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Research article

First published 2018-12

The Impact of Brand-Event Fit in Virtual Advertising on Sport Television Viewers' Brand Attitudes

Sangchul Park, Yuhei Inou

Sport Marketing Quarterly

Open access

Research article

First published 2022-9

Branding Kidfluencers: Regulating Content and Advertising on YouTube

Gavin Feller, Benjamin Burroughs

Television & New Media

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Research article

First published 2017-12

The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit

Tijo Thomas, Johney Johnson

Vision: The Journal of Business Perspective

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