Browsing Scientific articles by Journals "Journal of Brand Management"
Now showing items 1-3 of 3
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Brands in texts: attitudinal effects of brand placements in narrative fiction
(Journal article; Peer reviewed, 2012)Brand placements have become popular as an alternative brand communication tool for many companies. Previous research on brand placements has mainly considered the communication effects of brands placed in television ... -
Corporate social and environmental responsibility advertising: Advertising effectiveness as a function of viewing context
(Peer reviewed; Journal article, 2022)This study investigated the effects of corporate social and environmental responsibility (CSER) advertising, and programme-advertisement congruency, on advertising effectiveness. In a between-subjects design, participants ... -
The sound of branding: An analysis of the initial phonemes of popular brand names
(Journal article; Peer reviewed, 2019)In the marketing literature, the ‘K effect’ refers to the claim that the letter K is overrepresented as the initial letter of brand names. To date, however, most findings have only considered the frequency of the written ...