Articles tagged with: brand attitude

The impact of surprise guerilla marketing on customer behavior

Layla Alsheikh
Innovative Marketing Volume 20 2024, Issue #1

A generational study on self-referential advertising: How it affects attitude toward brands

Kavitha Venkatasubramany Iyer, Mansuri Mallika
Innovative Marketing Volume 19 2023, Issue #4

The effect of influencer advertising on the intention to buy Wardah cosmetics in Indonesia

Cheery Pur Damayanti, Dara Ninggar, Catur Sugiarto
Innovative Marketing Volume 20 2024, Issue #1

Short video marketing factors influencing the purchase intention of Generation Z in Vietnam

Thi Thuy An Ngo, Phu Quach, Thanh Vinh Nguyen, Anh Duy Nguyen, Thi Minh Nguyet Nguyen
Innovative Marketing Volume 19 2023, Issue #3

Effects of brand attitude, perceived value, and social WOM on purchase intentions in luxury product marketing

Ifta Firdausa Nuzula, Lilik Wahyudi
Innovative Marketing Volume 18 2022, Issue #3

Brand placement in Web Series: Assessing consumer attitudes in India

Kavitha Venkatasubramany Iyer, Anupam Siddhartha
Innovative Marketing Volume 17 2021, Issue #2