Evoking Imagery Through Advertising On A Smartphone
The present research examines mental imagery elicited by advertising in the mobile medium. Using a factorial experimental design, we examine the influence of the type of message –SMS vs. MMS– and Read More »
Branded Apps: Explaining The Effects Of App Use On Brand Equity
The aim was to examine a) whether interacting (vs not interacting) with branded apps influences consumer’s cognitive and affective brand equity, (b) which type of branded app (i.e., informational Read More »
Author: Guda Van Noort, Eva A. Van Reijmersdal, Susan Hoogendoorn
Contributor: eb™ Research Team
The Influence Of E-WOM Characteristics On Online Repurchase Intention: The Mediating Role Of Trust
With the expansion of Internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. This study explores the characteristics of Read More »
The Moderating Role Of Perceived Relationship Investment On The Dynamics Of Identification,
The recent expansion of new technologies offers many opportunities for brand building. This paper adds to the extant literature by investigating the determinants of the success of brand social Read More »
Experiments With Crossed Effects In Marketing Communication Research: What Do The Experimental
Experimental designs often are analyzed using a Repeated Measures ANOVA. Yet, this method does not suffice to describe all variance in a crossed effects experiment. Responses are generated from the Read More »
