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Miniature of Internet Versus Television Advertising: A Brand-Building Comparison
Internet Versus Television Advertising: A Brand-Building Comparison
  • GSB Authors: Wesley Hartmann
  • Date: 2013-10-01
  • Publication Type: Articles
  • Publication: Journal of Marketing Research
Miniature of We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers' Attitudes Toward Brands
We Are Not the Same as You and I: Causal Effects of Minor Language Variations on Consumers' Attitudes Toward Brands
  • GSB Authors: S. Wheeler
  • Date: 2012-03-09
  • Publication Type: Articles
  • Publication: Journal of Consumer Research
Miniature of Cultivating Admiration in Brands: Warmth, Competence, and Landing in the "Golden Quadrant"
Cultivating Admiration in Brands: Warmth, Competence, and Landing in the "Golden Quadrant"
  • GSB Authors: Jennifer Aaker
  • Date: 2012-03-03
  • Publication Type: Articles
  • Publication: Journal of Consumer Psychology
Miniature of Alternative Models for Capturing the Compromise Effect
Alternative Models for Capturing the Compromise Effect
  • GSB Authors: V Srinivasan
  • Date: 2004-03-11
  • Publication Type: Working Papers
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