Top Publications
Year | Title | |
---|---|---|
2017 |
Methodological Guidelines for Advertising Research
Published in Journal of Advertising |
|
2017 |
Optimal standard measures for marketing
Published in Journal of Marketing Management |
|
2016 |
How to use C-OAR-SE to design optimal standard measures
Published in European Journal of Marketing |
|
2015 |
Why the level-free forced-choice binary measure of brand benefit beliefs works so well
Published in International Journal of Market Research |
|
2014 |
'Branding' explained: defining and measuring brand awareness and brand attitude
Published in Journal of Brand Management |
|
2013 |
How the roles of advertising merely appear to have changed
Published in International Journal of Advertising |
|
2012 |
Emotional branding pays off: How brands meet share of requirements through bonding, companionship, and love
Published in Journal of Advertising Research |