Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations

Business, Marketing, Marketing Management +14

The Role of Involvement in Attention and Comprehension Processes

Richard L. Celsi, Jerry C. Olson · Journal of Consumer Research · 1988 · 2.1K citations

Education, Psychology, Social Psychology +13

Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes

Bernard L. Simonin, Julie A. Ruth · Journal of Marketing Research · 1998 · 1.1K citations

Business, Marketing, Marketing Management +13

Audience Involvement in Advertising: Four Levels

Anthony G. Greenwald, Clark Leavitt · Journal of Consumer Research · 1984 · 1K citations

Business, Marketing, Psychology +17

Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity

Robert J. Kent, Chris T. Allen · Journal of Marketing · 1994 · 766 citations

Business, Marketing, Psychology +17