Kacha Mathieu
Kacha Mathieu
Associate Professor, University of Lorraine
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Cited by
Cited by
Consumer consideration of sponsor brands they do not remember: taking a wider look at the memorisation effects of sponsorship
JL Herrmann, B Walliser, M Kacha
International Journal of Advertising 30 (2), 259-281, 2011
“I support your team, support me in turn!”: The driving role of consumers' affiliation with the sponsored entity in explaining behavioral effects of sport sponsorship …
JL Herrmann, M Kacha, C Derbaix
Journal of Business Research 69 (2), 604-612, 2016
Congruence and Incongruence in Thematic Advertisement–Medium Combinations: Role of Awareness, Fluency, and Persuasion Knowledge
CC Germelmann, JL Herrmann, M Kacha, PR Darke
Journal of Advertising 49 (2), 141-164, 2020
Implicit sponsorship effects for a prominent brand
JL Herrmann, O Corneille, C Derbaix, M Kacha, B Walliser
European Journal of Marketing 48 (3/4), 785-804, 2014
The effectiveness of brand placements: A meta-analytic synthesis
BJ Babin, JL Herrmann, M Kacha, LA Babin
International Journal of Research in Marketing 38 (4), 1017-1033, 2021
Le contrôle des effets du parrainage sur l'audience: l'intérêt des mesures implicites de restitution mémorielle
JL Herrmann, B Walliser, M Kacha
Décisions Marketing, 7, 2011
Legitimizing public authorities as sponsors: An inquiry into the factors related to the perception and memorization of their sponsorship
B Walliser, M Kacha, R Mogos-Descotes
International Review on Public and Nonprofit Marketing 2 (1), 51-58, 2005
La couleur, variable d'action marketing
M Kacha
Université Nancy 2, 2009
Perception sans conscience de stimuli supraliminaux: revue critique et proposition d’un modèle intégrateur
C Derbaix, JL Herrmann, M Kacha
Recherche et Applications en Marketing (French Edition) 29 (2), 60-78, 2014
An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand
N Bezaz, M Kacha
International Journal of Retail & Distribution Management 49 (6), 701-716, 2021
Effet de levier du parrainage sur l’efficacité d’une action de marketing direct
JL Herrmann, C Derbaix, M Kacha
Revue Française de Gestion 44 (275), 77-94, 2018
Oversatiation negatively affects evaluation of goal-relevant (but not goal-irrelevant) advertised brands
JC Karremans, M Kacha, JL Herrmann, C Vermeulen, O Corneille
Journal of Consumer Marketing 33 (5), 354-363, 2016
Perception without awareness of supraliminal stimuli: A critical review and a proposition for an integrated model
C Derbaix, JL Herrmann, M Kacha
Recherche et Applications en Marketing (English Edition) 29 (2), 57-74, 2014
Mere exposure effect in sponsorship? A field investigation involving a highly familiar brand
JL Herrmann, M Kacha, B Walliser, J Dedonder, O Corneille
Advances in Consumer Research 39, 720-722, 2011
Sport Sponsorship Effects on Spectators’ Consideration Sets: Impact With and Without Brand-Event Link Recognition
JL Herrmann, B Walliser, M Kacha
ACR North American Advances, 2010
Expressions of the past: A practice-based approach of brand longevity visual translation in advertising
F Pecot, F Celhay, M Kacha, G Lombard
Journal of Business Research 150, 121-133, 2022
Congruence and Incongruence in Advertising-Medium Combinations: More Than Just Two Sides of the Same Coin
CC Germelmann, JL Herrmann, M Kacha, P Darke, S Macht
ACR North American Advances, 2016
Do Brands Appearing in Textbooks Influence Students? Insights from an Exploratory Study: An Abstract
L Babin, M Kacha, JL Herrmann, BJ Babin
Back to the Future: Using Marketing Basics to Provide Customer Value …, 2018
Évaluation du paquet de cigarettes neutre (vs. classique) par les non-fumeurs et les fumeurs: rôle de la valence de la couleur du paquet neutre
M Kacha, K Gallopel-Morvan, R Frazer, JL Herrmann
33ème Congrès International de l’Association Française du Marketing, 2017
Re-Examining Perceived Thematic Congruence/Incongruence Issues: First Insights from two Qualitative Studies
CC Germelmann, JL Herrmann, M Kacha, P Darke
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