Results 181 to 183 of about 2,563,068 (183)

Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness

International Journal of Advertising, 2021
Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to influence brand attitudes, when celebrities and brands are ...
Shiyun Tian, W. Tao, Cheng Hong, W. Tsai
semanticscholar   +1 more source

The impact of gamification adoption intention on brand awareness and loyalty in tourism: The mediating effect of customer engagement

, 2021
Mohamed Abou-Shouk, Mohammad Soliman
semanticscholar   +1 more source

Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention

, 2020
Amal Dabbous, Karine Aoun Barakat
semanticscholar   +1 more source