Marketing Messaging
Evolutionary Versus Revolutionary Brand Logo Change: Higher Degrees Of Brand Logo Change Hurt Brand
Two experiments tested the effects of different degrees of brand logo change on brand recognition. Experiment 1 (N=120) tested effects of degree of logo change (original vs. small vs. substantial Read More »
The Influence Of “Attitude Toward The Typography” In A Print Advertising Context
Although the place of writing in communication remains important, surprisingly, little research has been done on the role of typography in an advertising context, especially on attitude toward the ad Read More »
Brand Love: A Unitary Or Multiplex Phenomenon?
Brand love can be considered as the most intensive consumer brand relationship. It has become a hot topic in research as well as in marketing practice. Surprisingly, the fundamental question whether Read More »
Author: Tobias Langner, Alexander Fischer, Jochen Kühn
Contributor: eb™ Research Team
Does Engaging With A Web Site Lead To Telling Other Users About It?
We propose a model that analyses the relationship between Web site engagement and electronic word of mouth (e-WoM). Three further consequences to engagement relevant for online marketers -return Read More »
Author: Antonio C. Cuenca, Enrique Bigné, Antonio Hyder
Contributor: eb™ Research Team
It’s Not Only What You Say, But Also How You Say It: The Influence Of Threat Type And Message
The effectiveness of public service announcements (PSAs) is commonly assessed by measuring the overall appraisal of the depicted threat and the proposed recommendation. This theoretical orientation Read More »
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