Dwight Merunka

Euromed Marseille Ecole de Management

Domaine de Luminy

BP 921 13288 Marseille Cedex 9, 13288

France

SCHOLARLY PAPERS

3

DOWNLOADS

569

SSRN CITATIONS

0

CROSSREF CITATIONS

3

Scholarly Papers (3)

1.

Achieving Brand Loyalty Through Sponsorship: The Role of Fit and Self-Congruity

J. of the Acad. Mark. Sci. (2012) 40:807–820 DOI 10.1007/s11747-011-0285-y
Number of pages: 37 Posted: 17 Oct 2013
Marc Mazodier and Dwight Merunka
Hong Kong Baptist University (HKBU) and Euromed Marseille Ecole de Management
Downloads 281 (108,982)

Abstract:

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Sponsorship, Brand loyalty, Brand affect, Brand trust, Self-congruity, Fit

2.

Modeling and Measuring the Impact of Fear, Guilt and Shame Appeals on Persuasion for Health Communication: A Study of Anti-Alcohol Messages Directed at Young Adults

Euromed Marseille Working Paper No. 04-2007
Number of pages: 23 Posted: 17 Feb 2007
Euromed Marseille Ecole de Management, Grenoble Ecole de Management - Grenoble Graduate School of Business, Grenoble Ecole de Management - Grenoble Graduate School of Business and University of Geneva
Downloads 255 (120,786)

Abstract:

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Threat, Fear, Guilt, Shame, Fear Appeal, Persuasion, Anti-alcohol messages

3.

Beyond Brand Attitude: Individual Drivers of Purchase for Symbolic Cobranded Products

Journal of Business Research, Vol. 67, No. 7, 2014
Number of pages: 28 Posted: 06 Mar 2015
Marc Mazodier and Dwight Merunka
Hong Kong Baptist University (HKBU) and Euromed Marseille Ecole de Management
Downloads 33 (457,292)

Abstract:

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cobranding, self-congruity, brand attitude, need for uniqueness