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Keywords: B2B advertising
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Journal Articles
Spokesperson effectiveness in B2B advertising: spokesperson characteristics and posture using eye-tracking
Available to Purchase
Journal of Business & Industrial Marketing (2024) 39 (12): 2699–2715.
Published: 26 September 2024
...Tanusree Dutta; Subhadip Roy; Soumya Sarkar; Sudipa Nag Purpose This study aims to investigate the nuances of celebrity spokesperson effectiveness in business-to-business (B2B) advertising. Specifically, the study addresses the question of endorser effectiveness in the presence of product...
Journal Articles
Effect of B2B advertising on firm’s market value: CSR as a strategic complement
Available to Purchase
Journal of Business & Industrial Marketing (2020) 35 (5): 895–908.
Published: 10 January 2020
...Shuojia Guo; Seokyoun Hwang; Chenglu Wang Purpose This paper aims to examine the B2B advertising effect on firm’s market value and whether/how its effectiveness can be enhanced with corporate social responsibility (CSR) strengths. Design/methodology/approach The authors propose that CSR can...
