Beyond reach: an extended model of global brand effects
Sign Up to like & getrecommendations! Published in 2019 at "International Marketing Review"
DOI: 10.1108/imr-01-2018-0032
Abstract: Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by… read more here.
Keywords: global brand; brand effects; brand; model global ... See more keywords
Automatic facial coding predicts self-report of emotion, advertisement and brand effects elicited by video commercials
Sign Up to like & getrecommendations! Published in 2023 at "Frontiers in Neuroscience"
DOI: 10.3389/fnins.2023.1125983
Abstract: Introduction Consumers’ emotional responses are the prime target for marketing commercials. Facial expressions provide information about a person’s emotional state and technological advances have enabled machines to automatically decode them. Method With automatic facial coding… read more here.
Keywords: automatic facial; facial coding; advertisement brand; self report ... See more keywords