Exploring the Effect of Synced Brand versus Competitor Brand on Brand Attitudes and Purchase Intentions-Reference-Cited by-同舟云学术

Exploring the Effect of Synced Brand versus Competitor Brand on Brand Attitudes and Purchase Intentions

Published:2023-04-03 Issue:2 Volume:23 Page:149-165
ISSN:1525-2019
Container-title:Journal of Interactive Advertising
language:en
Short-container-title:Journal of Interactive Advertising

Author:

Lee Garim¹^ORCID,Sifaoui Asma²^ORCID,Segijn Claire M.²^ORCID

Affiliation:

1. University of Minnesota Twin Cities, Saint Paul, Minnesota, USA

2. University of Minnesota, Minneapolis, Minnesota, USA

Funder

DHA Research and Creative Scholarship Grant

Kriss Research Support Grants

Publisher

Informa UK Limited

Subject

Marketing,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/15252019.2023.2200777

Reference44 articles.

1. The Value of Brand Equity

2. Saw It on Facebook, Drank It at the Bar! Effects of Exposure to Facebook Alcohol Ads on Alcohol-Related Behaviors

3. Anderson, N. 2019. “88% of Americans use a second screen while watching TV. Why?” Arstechnica, December 26. https://arstechnica.com/gaming/2019/12/88-of-americans-use-a-second-screen-while-watching-tv-why/

4. Brand placement repetition in a fictional text

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