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subject:"Werbewirkung"
~isPartOf:"Marketing letters : a journal of research in marketing"
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Werbewirkung
Consumer behaviour
292
Konsumentenverhalten
292
Brand management
51
Markenführung
51
Brand image
48
Markenimage
48
Advertising effects
40
Brand
35
Markenartikel
35
Beziehungsmarketing
27
Relationship marketing
27
Emotion
23
Theorie
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Experiment
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Advertising
19
Werbung
19
Viral marketing
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Virales Marketing
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Cognition
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Kognition
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Market research
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Marktforschung
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Internet marketing
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Online-Marketing
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Perception
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Wahrnehmung
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Customer satisfaction
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Präferenztheorie
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Theory of preferences
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Personality psychology
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Persönlichkeitspsychologie
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Preismanagement
13
Pricing strategy
13
Decision under uncertainty
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Entscheidung unter Unsicherheit
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Willingness to pay
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Septianto, Felix
2
Ai, Yijie
1
Aravindakshan, Ashwin
1
Bae, Sohyun
1
Bekk, Magdalena
1
Biswas, Abhijit
1
Boeuf, Benjamin
1
Brennan, Stacey M.
1
Cabano, Frank G.
1
Carpenter, Thomas P.
1
Chen, Haipeng
1
Chen, Jie
1
Choi, Jungsil
1
Clemente, Sarah
1
Cohen, Justin
1
Darley, William K.
1
De Angelis, Matteo
1
Dens, Nathalie
1
Dobson, Paul
1
Dolansky, Eric
1
Doorn, Jenny van
1
Fan, Wenjian
1
Faulkner, Margaret
1
Fowler, Kendra
1
Fruchter, Gila E.
1
Garcia, Stephen M.
1
Gerstner, Eitan
1
Gierl, Heribert
1
Guha, Abhijit
1
Guido, Gianluigi
1
Han, Jin K.
1
Hermann, Erik
1
Hock, Stefan J.
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Hoekstra, Janita Cornelia
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Hüttl-Maack, Verena
1
Ilicic, Jasmina
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Ivaldi, Marc
1
Johnen, Marius
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Kalwani, Manohar U.
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Keh, Hean Tat
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Marketing letters : a journal of research in marketing
Journal of business research : JBR
134
Journal of marketing communications
129
International journal of advertising : the review of marketing communications
126
International journal of advertising : the quarterly review of marketing communications
89
Journal of retailing and consumer services
67
Journal of promotion management : innovations in planning and applied research
66
Journal of promotion management : JPM
60
Psychology & marketing
56
International journal of internet marketing and advertising : IJIMA
52
Journal of advertising research
51
Journal of advertising : official publication of the American Academy of Advertising
45
Journal of marketing research : JMR
38
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
37
The journal of product & brand management
33
European journal of marketing : EJM
32
Journal of current issues and research in advertising : JCIRA
30
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
29
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
28
Asia Pacific journal of marketing and logistics
27
The journal of consumer marketing
27
Health marketing quarterly
26
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
25
The journal of brand management : an international journal
25
International journal of hospitality management
23
Marketing intelligence & planning
23
Journal of current issues and research in advertising
22
Marketing : ZFP ; journal of research and management
22
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
21
Journal of international consumer marketing
21
Journal of marketing
21
European journal of marketing
20
Journal of consumer behaviour : an international research review
18
Journal of global marketing
18
Young consumers : insight and ideas for responsible marketers
18
Journal of consumer marketing
16
Cogent business & management
15
International journal of consumer studies
15
Journal of consumer research : JCR ; an interdisciplinary bimonthly
15
International journal of sports marketing & sponsorship
14
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1
The effect of augmented reality versus traditional advertising : a comparison between neurophysiological and self-reported measures
Pozharliev, Rumen
;
De Angelis, Matteo
;
Rossi, Dario
- In:
Marketing letters : a journal of research in marketing
33
(
2022
)
1
,
pp. 113-128
Persistent link: https://www.econbiz.de/10013184270
Saved in:
2
Anthropomorphized artificial intelligence, attachment, and consumer behavior
Hermann, Erik
- In:
Marketing letters : a journal of research in marketing
33
(
2022
)
1
,
pp. 157-162
Persistent link: https://www.econbiz.de/10013184284
Saved in:
3
Advertising creativity and its effects : a meta-analysis of the moderating role of modality
Darley, William K.
;
Lim, Jeen-su
- In:
Marketing letters : a journal of research in marketing
34
(
2023
)
1
,
pp. 99-111
Persistent link: https://www.econbiz.de/10014266007
Saved in:
4
Effects of linguistic style on persuasiveness of word-of-mouth messages with anonymous vs. identifiable sources
Chen, Jie
;
Fan, Wenjian
;
Wei, Junlong
;
Liu, Zunli
- In:
Marketing letters : a journal of research in marketing
33
(
2022
)
4
,
pp. 593-605
Persistent link: https://www.econbiz.de/10013454709
Saved in:
5
We are more tolerant than I : self-construal and consumer responses toward deceptive advertising
Bae, Sohyun
;
Liu, Xiaoyan
;
Ng, Sharon
- In:
Marketing letters : a journal of research in marketing
33
(
2022
)
2
,
pp. 277-291
Persistent link: https://www.econbiz.de/10013273044
Saved in:
6
Consumer reactions to female and male cosmetic surgery beauty in Asian advertisements
Tipgomut, Pornchanoke
;
Paas, Leonard J.
;
McNaught, Angela
- In:
Marketing letters : a journal of research in marketing
32
(
2021
)
4
,
pp. 441-454
Persistent link: https://www.econbiz.de/10012793429
Saved in:
7
Sinfully decadent : priming effects of immoral advertising symbols on indulgence
Ilicic, Jasmina
;
Brennan, Stacey M.
;
Kulczynski, Alicia
- In:
Marketing letters : a journal of research in marketing
32
(
2021
)
1
,
pp. 61-73
Persistent link: https://www.econbiz.de/10012488850
Saved in:
8
Sad but smiling? : how the combination of happy victim images and sad message appeals increase prosocial behavior
Septianto, Felix
;
Paramita, Widya
- In:
Marketing letters : a journal of research in marketing
32
(
2021
)
1
,
pp. 91-110
Persistent link: https://www.econbiz.de/10012488855
Saved in:
9
Changing consumers' minds at the point of sale : price discounts vs. in-store advertising
Johnen, Marius
;
Schnittka, Oliver
- In:
Marketing letters : a journal of research in marketing
31
(
2020
)
1
,
pp. 49-71
Persistent link: https://www.econbiz.de/10012229417
Saved in:
10
"See your doctor" : the impact of direct-to-consumer advertising on patients with different affliction levels
Liu, Qiang
;
Liu, Hongju
;
Kalwani, Manohar U.
- In:
Marketing letters : a journal of research in marketing
31
(
2020
)
1
,
pp. 37-48
Persistent link: https://www.econbiz.de/10012229423
Saved in:
11
Celebrity influence on word of mouth : the interplay of power states and power expectations
Thomas, Veronica L.
;
Fowler, Kendra
;
Saenger, Christina
- In:
Marketing letters : a journal of research in marketing
31
(
2020
)
1
,
pp. 105-120
Persistent link: https://www.econbiz.de/10012229427
Saved in:
12
Boys do not cry : the negative effects of brand masculinity on brand emotions
Boeuf, Benjamin
- In:
Marketing letters : a journal of research in marketing
31
(
2020
)
2/3
,
pp. 247-264
Persistent link: https://www.econbiz.de/10012301462
Saved in:
13
Touch vs. click : how computer interfaces polarize consumers' evaluations
Wang, Xiaoyu
;
Keh, Hean Tat
;
Zhao, Hongrui
;
Ai, Yijie
- In:
Marketing letters : a journal of research in marketing
31
(
2020
)
2/3
,
pp. 265-277
Persistent link: https://www.econbiz.de/10012301466
Saved in:
14
A wearable sales assistant : capturing dynamic nonverbal communication behaviors using sensor technology
Pauser, Sandra
;
Wagner, Udo
- In:
Marketing letters : a journal of research in marketing
30
(
2019
)
1
,
pp. 13-25
Persistent link: https://www.econbiz.de/10012016695
Saved in:
15
Are two brands better than one? : investigating the effects of co-branding in advertising on audience memory
Nguyen, Cathy
;
Romaniuk, Jenni
;
Faulkner, Margaret
; …
- In:
Marketing letters : a journal of research in marketing
29
(
2018
)
1
,
pp. 37-48
Persistent link: https://www.econbiz.de/10011820291
Saved in:
16
Place the good after the bad : effects of emotional shifts on consumer memory
Guido, Gianluigi
;
Pichierri, Marco
;
Pino, Giovanni
- In:
Marketing letters : a journal of research in marketing
29
(
2018
)
1
,
pp. 49-60
Persistent link: https://www.econbiz.de/10011820292
Saved in:
17
Implicit and explicit preferences for brand name sounds
Pogacar, Ruth
;
Kouril, Michal
;
Carpenter, Thomas P.
; …
- In:
Marketing letters : a journal of research in marketing
29
(
2018
)
2
,
pp. 241-259
Persistent link: https://www.econbiz.de/10011876282
Saved in:
18
The effect of traditionally marginalized groups in advertising on consumer response
Ruggs, Enrica N.
;
Stuart, Jennifer Ames
;
Yang, Linyun W.
- In:
Marketing letters : a journal of research in marketing
29
(
2018
)
3
,
pp. 319-335
Persistent link: https://www.econbiz.de/10011930027
Saved in:
19
The differentiated effect of advertising on readership : evidence from a two-sided market approach
Ivaldi, Marc
;
Muller-Vibes, Catherine
- In:
Marketing letters : a journal of research in marketing
29
(
2018
)
3
,
pp. 363-376
Persistent link: https://www.econbiz.de/10011930039
Saved in:
20
In God we hope, in ads we believe : the influence of religion on hope, perceived ad credibility, and purchase behavior
Sarofim, Samer
;
Cabano, Frank G.
- In:
Marketing letters : a journal of research in marketing
29
(
2018
)
3
,
pp. 391-404
Persistent link: https://www.econbiz.de/10011930052
Saved in:
21
Impact of age on brand awareness sets : a turning point in consumers' early 60s
Lambert-Pandraud, Raphaëlle
;
Laurent, Gilles
;
Mullet, …
- In:
Marketing letters : a journal of research in marketing
28
(
2017
)
2
,
pp. 205-218
Persistent link: https://www.econbiz.de/10011675161
Saved in:
22
What is not beautiful should match : how attractiveness similarity affects consumer responses to advertising
Bekk, Magdalena
;
Spörrle, Matthias
;
Völckner, Franziska
; …
- In:
Marketing letters : a journal of research in marketing
28
(
2017
)
4
,
pp. 509-522
Persistent link: https://www.econbiz.de/10011780833
Saved in:
23
Do I know you? : how brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies
Verhellen, Yann
;
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
Marketing letters : a journal of research in marketing
27
(
2016
)
3
,
pp. 461-471
Persistent link: https://www.econbiz.de/10011537265
Saved in:
24
The trustworthy brand : effects of conclusion explicitness and persuasion awareness on consumer judgments
Martin, Brett A. S.
;
Strong, Carolyn A.
- In:
Marketing letters : a journal of research in marketing
27
(
2016
)
3
,
pp. 473-485
Persistent link: https://www.econbiz.de/10011537266
Saved in:
25
"Top 10" reasons : when adding persuasive arguments reduces persuasion
Weaver, Kimberlee
;
Hock, Stefan J.
;
Garcia, Stephen M.
- In:
Marketing letters : a journal of research in marketing
27
(
2016
)
1
,
pp. 27-38
Persistent link: https://www.econbiz.de/10011444011
Saved in:
26
The moderating role of construal level on the evaluation of emotional appeal vs. cognitive appeal advertisements
Septianto, Felix
;
Pratiwi, Loren
- In:
Marketing letters : a journal of research in marketing
27
(
2016
)
1
,
pp. 171-181
Persistent link: https://www.econbiz.de/10011445982
Saved in:
27
Celebrity endorsements and women consumers in India : how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
Roy, Subhadip
;
Guha, Abhijit
;
Biswas, Abhijit
- In:
Marketing letters : a journal of research in marketing
26
(
2015
)
3
,
pp. 363-376
Persistent link: https://www.econbiz.de/10011312160
Saved in:
28
The Korean language and the effects of its honorifics system in advertising : deferential vs. informal speech as regulatory prime on persuasive impact
Han, Jin K.
;
Sohn, Yong Seok
;
Yoo, Kun Woo
- In:
Marketing letters : a journal of research in marketing
26
(
2015
)
3
,
pp. 321-333
Persistent link: https://www.econbiz.de/10011312171
Saved in:
29
The effects of perceived product-extrinsic cue incongruity on consumption experiences : the case of celebrity sponsorship
Clemente, Sarah
;
Dolansky, Eric
;
Mantonakis, Antonia
; …
- In:
Marketing letters : a journal of research in marketing
25
(
2014
)
4
,
pp. 373-384
Persistent link: https://www.econbiz.de/10010439164
Saved in:
30
The role of position, type, and combination of sound symbolism imbeds in brand names
Klink, Richard R.
;
Wu, Lan
- In:
Marketing letters : a journal of research in marketing
25
(
2014
)
1
,
pp. 13-24
Persistent link: https://www.econbiz.de/10010259972
Saved in:
31
Customization of online advertising : the role of intrusiveness
Doorn, Jenny van
;
Hoekstra, Janita Cornelia
- In:
Marketing letters : a journal of research in marketing
24
(
2013
)
4
,
pp. 339-351
Persistent link: https://www.econbiz.de/10010207199
Saved in:
32
Visual art in advertising : the effects of utilitarian vs. hedonic product positioning and price information
Hüttl-Maack, Verena
;
Gierl, Heribert
- In:
Marketing letters : a journal of research in marketing
23
(
2012
)
3
,
pp. 893-904
Persistent link: https://www.econbiz.de/10009579950
Saved in:
33
The effect of product positioning in a comparison table on consumers' evaluation of a sponsor
Choi, Jungsil
;
Myer, Duane W.
- In:
Marketing letters : a journal of research in marketing
23
(
2012
)
1
,
pp. 367-380
Persistent link: https://www.econbiz.de/10009530694
Saved in:
34
The attraction effect is more pronounced for consumers who rely on intuitive reasoning
Mao, Wen
;
Oppewal, Harmen
- In:
Marketing letters : a journal of research in marketing
23
(
2012
)
1
,
pp. 339-351
Persistent link: https://www.econbiz.de/10009530698
Saved in:
35
How buyers forecast : buyers-seller relationship as a boundary condition of the impact bias
Monga, Ashwani
;
Chen, Haipeng
;
Tsiros, Michael
; …
- In:
Marketing letters : a journal of research in marketing
23
(
2012
)
1
,
pp. 31-45
Persistent link: https://www.econbiz.de/10009517727
Saved in:
36
The effects of advertisement picture likeability on information search and brand choice
Obermiller, Carl
;
Sawyer, Alan G.
- In:
Marketing letters : a journal of research in marketing
22
(
2011
)
2
,
pp. 101-113
Persistent link: https://www.econbiz.de/10009160252
Saved in:
37
Fee or free? : how much to add on for an add-on
Fruchter, Gila E.
;
Gerstner, Eitan
;
Dobson, Paul
- In:
Marketing letters : a journal of research in marketing
22
(
2011
)
1
,
pp. 65-78
Persistent link: https://www.econbiz.de/10009125071
Saved in:
38
How does awareness evolve when advertising stops? : the role of memory
Aravindakshan, Ashwin
;
Naik, Prasad A.
- In:
Marketing letters : a journal of research in marketing
22
(
2011
)
3
,
pp. 315-326
Persistent link: https://www.econbiz.de/10009305516
Saved in:
39
The joint effects of advertising and product trial : a source-monitoring perspective
Kum, Doreen
;
Lee, Yih Hwai
- In:
Marketing letters : a journal of research in marketing
22
(
2011
)
3
,
pp. 213-226
Persistent link: https://www.econbiz.de/10009305528
Saved in:
40
What you see may not be what you get : asking consumers what matters may not reflect what they choose
Mueller, Simone
;
Lockshin, Larry
;
Louviere, Jordan
- In:
Marketing letters : a journal of research in marketing
21
(
2010
)
4
,
pp. 335-350
Persistent link: https://www.econbiz.de/10008796182
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