L’utilisation de la musique dans les spots publicitaires.
BABOU Isabel
Do Empathic Consumers Perceive Corporate Philanthropy Differently? Implications for Brand Loyalty Across Demographics
BEN HOUMANE Ahmed, ROBINOT Elisabeth, TRESPEUCH Léo
Cognitive pathways in VR-based metaverse brand experiences: Enhancing consumer brand engagement through perceived absorption
BOCCALINI Sara, PATRIZI Michela, VERNUCCIO Maria
Je ne veux pas de vos services ! Comment gérer la communication d’un produit tabou : le cas des pompes funèbres.
BOURLIATAUX Jeanne, BOURLIATAUX-LAJOINIE Stéphane, PETITPRETRE Benoît, VAZIRI Tannaz
SINCERE VS EXCITING BRANDS IN VR: THE ROLES OF EXPERIENTIAL INTERACTIONS AND AUTHENTICITY
COWAN Kirsten, GUZMáN Francisco, KALENDERC Yunus, KETRON Seth
Examining the impact of group cohesiveness in multi-athlete sponsorship and endorsement: An experimental study
D'ASTOUS Alain, BOUJBEL Lilia, ZAHOUANI Nour
The Sound of Play: How Sonic Branding Shapes the Gaming Experience?
DIVYANSH Arpana, PANDEY Mrinalini
Can Implicit Association Test Help in Explaining the EWOM of Competitive Brands?
DJEDIDI Amina, HETET Blandine
BRAND STRATEGIES IN SECONDARY SCHOOLS, BETWEEN COMPLEMENTARITY AND COMPETITION : AN ECONOMIES OF WORTH’ APPROACH
D’ARGENLIEU Lisa, BENMOYAL-BOUZAGLO Sarah, GUIOT Denis
How and When Worldviews Blur or Highlight Persuasion – An Experimental Investigation of the Worldview Boomerang Effect on Threatening Information
GEISSMAR Julien, NIEMAND Thomas
Words in Motion: How Regulatory Mode Language Fuels Consumer Engagement in Online vs. Offline Channel Promotions
MATHMANN Frank, CUI Yuanyuan, GARBAS Janina, VAN ESCH Patrick, WENTZEL Daniel
Shame and Guilt when Companies Take a Stance – The Unintended Consequences of Brand Activism
MUCKSCH Janek
Preventing Media Capture in Europe: Government-sponsored advertising under the European Media Freedom Act
MUTU Adriana
Creating Online Senses using Artificial Intelligence
NARAYAN SHUKLAA Anugrah, CHANDRA Bibhas, KUMARI Nitya
Between Tolerance, Embarrassment and Rainbow Washing Suspicion – Perceptions of LGBT Symbols in Business Communication among Men
SPERLING Emely, MUCKSCH Janek, SYMMANK Claudia
How Communicating about the Privacy Notice Impacts Trust. The Role of Clarity and Transparency
TESTI Niccolò, GISTRI Giacomo
A Systematic Literature Review of brand and neuroscience: Setting a research agenda
TONDA Paula, BIGNé Enrique
The Appeal of Moderate Incongruence: Investigating the 1 Impact of Product-Celebrity 2 Mismatch on Consumer Intentions
VOCCA Riccardo, BACCELLONI Angelo, MAZZù Marco Francesco
Evalua&ng Visual Engagement on S&ll Ads Among Le5-handers and Righthanders: A Compara&ve Eye-Tracking Study Using Tobii Pro Fusion
YOGESH , PANDEY Mrinalini
Reputation of Pharmaceutical Companies: Corporate Communication Strategies on Social Media During COVID-19
ZEAITER Zaynab, CALCIU Michel , STEILS Nadia