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Research article

First published 2020-11

The Effect of Message Consistency and Destination-Positioning Brand Strategy Type on Consumer-Based Destination Brand Equity

J. A. Castañeda-García, D. M. Frías-Jamilena, S. Del Barrio-García [...]

Journal of Travel Research

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Research article

First published 2024-4

Success Is Not Final;Failure Is Not Fatal: How Failure Versus Success Messaging Leads to Preference for Masculine Brands

Niusha Jones, Blair Kidwell, Anne Hamby

Journal of Marketing Research

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Research article

First published 2014-6

Investigating the Role of Brand Equity in Predicting the Relationship Between Message Exposure and Parental Support for Their Child’s Physical Activity

Jocelyn W. Jarvis, Ryan E. Rhodes, Sameer Deshpande [...]

Social Marketing Quarterly

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Research article

First published 2014-9

Green Claims and Message Frames: How Green New Products Change Brand Attitude

Mitchell C. Olsen, Rebecca J. Slotegraaf, Sandeep R. Chandukala

Journal of Marketing

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Research article

First published 2013-5

The Effect of ‘Green’ Messages on Brand Purchase and Brand Rejection

Meagan Wheeler, Anne Sharp, Magda Nenycz-Thiel

Australasian Marketing Journal

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Research article

First published 2017-7

Too Good To Be True? Effect of Consumers’ Brand Schemas on Apparel Brands’ Fair Labor Marketing Messages

Gargi Bhaduri, Jung E. Ha-Brookshire, Glenn Leshner

Clothing and Textiles Research Journal

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Research article

First published 2025

Health Meets Influence: Customizing Social Media Messages for Effective Fitness Branding

Daneshwar Sharma, Manoj Kumar Mishra, Sunil Kumar

Business and Professional Communication Quarterly

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Research article

First published 1994-12

The Impact of Brand Differentiating Messages on the Effectiveness of Korean Advertising

Charles R. Taylor, R. Dale Wilson, Gordon E. Miracle

Journal of International Marketing

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Research article

First published 2010-12

Category- versus Brand-Level Advertising Messages in a Highly Regulated Environment

Ceren Kolsarici, Demetrios Vakratsas

Journal of Marketing Research

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Research article

First published 2017-9

Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition

Lisette de Vries, Sonja Gensler, Peter S.H. Leeflang

Journal of Marketing

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