INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs

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Why Does This Brand Speak to Me? Conceptualization, Scale Development, and Validation of Brand Relevance
—Amélie Guèvremont, Fabien Durif & Cindy G. Grappe [Publisher] [Google Scholar]

The Causal Effect of Corporate Social Responsibility and Corporate Reputation on Brand Equity: A Fuzzy-Set Qualitative Comparative Analysis
—Han-Min Wang, Tiffany Hui-Kuang Yu & Chih-Yi Hsiao [Publisher] [Google Scholar]

Metaphors and Body Copy in Online Advertising Effectiveness
—Leonidas Hatzithomas, Aikaterini Manolopoulou, Kostoula Margariti, Christina Boutsouki & Dimitrios Koumpis [Publisher] [Google Scholar]

An Investigation of Indian Generation Z Adoption of the Voice-Based Assistants (VBA)
—Pallavi Dogra & Arun Kaushal [Publisher] [Google Scholar]

E-Commerce Customer Attraction: Digital Marketing Techniques, Evolution and Dynamics across Firms
—José M. Ponzoa & Anett Erdmann [Publisher] [Google Scholar]

Effectiveness of Films, Sport, Celebrity or Mascot to Content in the Advertising – A Dilemma for Global Brands
—R. K. Srivastava [Publisher] [Google Scholar]

Purchase Situations and Information-Seeking in Brand-Related User-Generated Content
—Hyuk Jun Cheong & Sufyan Mohammed-Baksh [Publisher] [Google Scholar]