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Articles (8)

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1-8 of 8 results for Brand likeability

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Select article: A Brand Like a Friend—How Brand Likeability Influences Brand Perception

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Research article

First published 2022-5

A Brand Like a Friend—How Brand Likeability Influences Brand Perception

Martin Ohlwein, Pascal Bruno

International Journal of Market Research

Select article: The Brand Likeability Scale: An Exploratory Study of Likeability in Firm-Level Brands

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Research article

First published 2015

The Brand Likeability Scale: An Exploratory Study of Likeability in Firm-Level Brands

Bang Nguyen, Yuksel Ekinci, Lyndon Simkin [...]

International Journal of Market Research

Select article: The Brand Likeability Effect: Can Firms make Themselves more Likeable?

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Research article

First published 2013-3

The Brand Likeability Effect: Can Firms make Themselves more Likeable?

Bang Nguyen, T. C. Melewar, Junsong Chen

Journal of General Management

Select article: Do Ethnic Cues Improve Advertising Effectiveness for Ethnic Consumers?

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Research article

First published 2015-8

Do Ethnic Cues Improve Advertising Effectiveness for Ethnic Consumers?

Huda Khan, Richard Lee, Larry Lockshin

Australasian Marketing Journal

Select article: Comparing Direct and Indirect Branding in Advertising

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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

Select article: Non-disabled and disabled baristas: How differently do employee service attributes affect customer satisfaction?

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Research article

First published 2025

Non-disabled and disabled baristas: How differently do employee service attributes affect customer satisfaction?

Jinkyung Jenny Kim, Chihyung Michael Ok, Kyu-Hyeon Joo [...]

Tourism and Hospitality Research

Select article: Exploring the Communicative Effectiveness of Visual and Text Elements in Short Videos

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Research article

First published 2025

Exploring the Communicative Effectiveness of Visual and Text Elements in Short Videos

Itziar Oltra, Carmen Camarero, Rebeca San José

Business and Professional Communication Quarterly

Select article: Toward a Process-Transfer Model of the Endorser Effect

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Research article

First published 2020-6

Toward a Process-Transfer Model of the Endorser Effect

Vincent Chi Wong, Henry Fock, Candy K.Y. Ho

Journal of Marketing Research

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