European Management Journal · 2017 · 89 citations · 77 references
BusinessCommunicationMarketingBrand ManagementConsumer BehaviorPersuasionAdvertising PersuasionBrand AssociationsBrand CommunicationCustomer EngagementMessage FramingSocial MediaBrand MessagingConsumer-brand InteractionsPersuasive Advertising AppealsPromotion FramingSocial Media Brand CommunicationUser Interaction
77
Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations
Uses and Gratifications Research
Elihu Katz, Jay G. Blumler, Michael Gurevitch · Public Opinion Quarterly · 1973 · 3.7K citations