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Can Brand Users Really Remember Advertising More Than Nonusers?

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2018The role of customer experience touchpoints in driving loyalty intentions in services64 cited
2017Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory46 cited
2020Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects44 cited
2019Best Measures of Attention To Creative Tactics in TV Advertising40 cited
2017The Influence of advertising media on brand awareness39 cited

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2019

How Intensity of Cause-Related Marketing Guilt Appeals Influences Consumers

34 cited

2019The Effects of Commercial Length On Advertising Impact32 cited

2022Making Ads Stick: Role of Metaphors in Improving Advertising Memory31 cited

2017Event-Marketing And Advertising Expenditures29 cited

2021Quantifying the target market for advertisers29 cited

2020When retailers and manufacturers advertise together; examining the effect of co-operative advertising on ad reach and memorability28 cited

2019Do Billboard Advertisements Drive Customer Retention?27 cited

2023When the Medium Is the Message: A Meta-Analysis of Creative Media Advertising Effects26 cited

2017Online versus Offline Promotional Communication22 cited

2021Product Placement and Integrated Marketing Communications Effects on an Informational TV Program16 cited

2018Does an expanded brand user base of co-branded advertising help ad-memorability?16 cited