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Research article

First published 2012-6

Measuring Affective Reactions Induced by Social Campaigns: Complementarity and Convergence of Iconic and Verbal Measures

Christian Derbaix, Ingrid Poncin, Olivier Droulers [...]

Recherche et Applications en Marketing (English Edition)

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Research article

First published 1994-01

Program Context Antecedents of Attitude toward Radio Commercials

Kenneth R. Lord, Myung-Soo Lee, Paul L. Sauer

Journal of the Academy of Marketing Science

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Research article

First published 2013-6

Influence of a sad program context on the process of advertising persuasion among younger and older adults

Sophie Lacoste-Badie, Faten Malek, Olivier Droulers

Recherche et Applications en Marketing (English Edition)

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Research article

First published 1988-8

Attitude toward the Ad: An Assessment of Diverse Measurement Indices under Different Processing “Sets”

Thomas J. Madden, Chris T. Allen, Jacquelyn L. Twible

Journal of Marketing Research

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Research article

First published 2020-11

The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments

Safak Sahin, Seyhmus Baloglu, Esra Topcuoglu

Cornell Hospitality Quarterly

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Research article

First published 2015-5

The Marketing Effectiveness of Social Media in the Hotel Industry

Xi Y. Leung, Billy Bai, Kurt A. Stahura

Journal of Hospitality & Tourism Research

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Research article

First published 1992-06

An Examination of Free Elicitation and Response Scale Measures of Feelings and Judgments Evoked by Television Advertisements

James Boles, Scot Burton

Journal of the Academy of Marketing Science

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Research article

First published 2024-7

Analysing the Moderating Effects of Product Involvement and Endorsement Type on Consumer Buying Behaviour: An Empirical Study on Youth Perspective

Chandan Andanesh Chavadi, Monika Sirothiya, Vishwanatha M.R. [...]

IIM Kozhikode Society & Management Review

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