EconBiz - Find Economic Literature
    • Logout
    • Change account settings
  • A-Z
  • Beta
  • About EconBiz
  • News
  • Thesaurus (STW)
  • Academic Skills
  • Help
  •  My account 
    • Logout
    • Change account settings
  • Login
EconBiz - Find Economic Literature
Publications Events
Search options
Advanced Search history
My EconBiz
Favorites Loans Reservations Fines
    You are here:
  • Home
  • Search: subject_exact:"Advertising"
Narrow search

Narrow search

Year of publication
Subject
All
Werbung 12,541 Advertising 12,480 Werbewirkung 4,781 Advertising effects 4,733 Consumer behaviour 3,817 Konsumentenverhalten 3,708 Internet marketing 1,751 Online-Marketing 1,749 Theorie 1,736 Theory 1,711 advertising 1,457 Marketing 975 USA 832 Brand management 811 Marketingmanagement 807 Marketing management 801 Markenführung 787 United States 728 Social Web 666 Social web 666 Markenartikel 660 Deutschland 644 Brand 610 Brand image 525 Markenimage 522 Germany 480 Pricing strategy 456 Preismanagement 455 Zielgruppe 433 Werbewirtschaft 430 Target group 424 Advertising industry 397 Internet 347 Emotion 305 Experiment 296 Game theory 294 Wettbewerb 290 Spieltheorie 289 Werbepsychologie 279 Competition 278
more ... less ...
Online availability
All
Undetermined 5,159 Free 2,945 CC license 100
Type of publication
All
Article 8,548 Book / Working Paper 6,137 Journal 122 Other 17 Database 1
Type of publication (narrower categories)
All
Article in journal 6,231 Aufsatz in Zeitschrift 6,231 Graue Literatur 848 Non-commercial literature 848 Aufsatz im Buch 755 Book section 755 Working Paper 743 Arbeitspapier 650 research-article 569 Hochschulschrift 349 Thesis 224 Collection of articles of several authors 220 Sammelwerk 220 Aufsatzsammlung 138 Konferenzschrift 131 review-article 117 Lehrbuch 116 Textbook 98 Dissertation u.a. Prüfungsschriften 89 review 82 Bibliografie enthalten 71 Bibliography included 71 Conference paper 69 Konferenzbeitrag 69 Case study 50 Fallstudie 50 Conference proceedings 47 Bibliographie 46 Article 44 Wörterbuch 44 case-report 39 Ratgeber 37 viewpoint 36 conceptual-paper 33 Reprint 32 Collection of articles written by one author 29 Guidebook 29 Sammlung 29 non-article 27 Handbook 23
more ... less ...
Language
All
English 11,926 German 1,717 Undetermined 1,088 French 54 Russian 23 Spanish 10 Swedish 10 Italian 9 Polish 7 Danish 5 Lithuanian 5 Dutch 5 Finnish 4 Portuguese 4 Romanian 4 Norwegian 3 Bulgarian 2 Serbian 2 Afrikaans 1 Arabic 1 Croatian 1 Hungarian 1 Indonesian 1 Multiple languages 1 Albanian 1 Turkish 1 Ukrainian 1 Chinese 1
more ... less ...
Author
All
Kaiser, Harry M. 68 Eisend, Martin 51 Taylor, Charles Raymond 46 Anderson, Simon P. 40 Pelsmacker, Patrick de 39 Kind, Hans Jarle 36 Rosengren, Sara 35 Septianto, Felix 33 Gierl, Heribert 32 Dahlén, Micael 31 Mueller, Barbara 31 Saffer, Henry 31 Wilbur, Kenneth C. 29 Nilssen, Tore 28 Okazaki, Shintaro 28 Diehl, Sandra 27 Sørgard, Lars 27 Pflaum, Dieter 26 Stafford, Marla Royne 26 Chan, Kara 25 Nickel, Volker 25 Sethi, Suresh 25 Yoon, Sukki 25 Zaccour, Georges 25 Bruhn, Manfred 24 Huh, Jisu 24 Esch, Franz-Rudolf 23 Pepels, Werner 23 Campbell, Colin L. 22 Kinnucan, Henry W. 22 Silk, Alvin J. 22 Ford, John B. 21 Dens, Nathalie 20 Moraga-González, José Luis 20 Prasad, Ashutosh 20 Schweiger, Günter 20 Terlutter, Ralf 20 Yoon, Hye Jin 20 Bagwell, Kyle 19 Carlson, Les 19
more ... less ...
Institution
All
National Bureau of Economic Research 54 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 40 Springer Fachmedien Wiesbaden 35 C.E.P.R. Discussion Papers 25 Université Paris-Dauphine (Paris IX) 14 Zentralausschuss der Werbewirtschaft 14 Center Data 12 Consumers, Health, Agriculture and Food Executive Agency 12 Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam 12 GFK 12 Wageningen Economic Research 12 Agricultural and Applied Economics Association - AAEA 11 EconWPA 11 Axel-Springer-Verlag 10 American Marketing Association 9 Center for Operations Research and Econometrics (CORE), École des Sciences Économiques de Louvain 9 Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. 9 CESifo 8 Center for Tobacco Control Research and Education, UC San Francisco 8 European Society for Opinion and Marketing Research 8 NET Institute 8 Newspaper Proprietors' Association 8 RWI - Leibniz-Institut für Wirtschaftsforschung 7 eSocialSciences 7 Økonomisk institutt, Universitetet i Oslo 7 Centre for Industrial Economics (CIE), Økonomisk Institut 6 Department of Agricultural and Resource Economics, University of Connecticut 6 Florida Department of Citrus 6 Zentralverband der Deutschen Werbewirtschaft 6 Economic Research Service, Department of Agriculture 5 Tilburg University, Center for Economic Research 5 Université Paris-Dauphine 5 Österreichische Werbewissenschaftliche Gesellschaft 5 Charles H. Dyson School of Applied Economics and Management, Cornell University 4 Cowles Foundation for Research in Economics, Yale University 4 Department of Economics, Oxford University 4 European Advertising Academy 4 IGI Global 4 IP Deutschland GmbH <Köln> 4 Institute for the Study of Labor (IZA) 4
more ... less ...
Published in...
All
International journal of advertising : the review of marketing communications 252 Journal of advertising research 234 International journal of advertising : the quarterly review of marketing communications 198 Journal of advertising 198 Journal of business research : JBR 191 Journal of advertising : official publication of the American Academy of Advertising 175 Journal of marketing communications 167 European Journal of Marketing 143 Journal of Consumer Marketing 136 Marketing science 123 Journal of promotion management : JPM 88 Young Consumers 83 Journal of retailing and consumer services 81 Journal of historical research in marketing 76 Management science : journal of the Institute for Operations Research and the Management Sciences 76 Journal of promotion management : innovations in planning and applied research 73 Marketing Science 69 Journal of current issues and research in advertising : JCIRA 66 European journal of operational research : EJOR 65 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 64 European journal of marketing : EJM 63 Journal of current issues and research in advertising 62 Psychology & marketing 62 International journal of internet marketing and advertising : IJIMA 60 International Marketing Review 59 Strategic Direction 58 Health marketing quarterly 56 International journal of industrial organization 56 Journal of Product & Brand Management 54 NBER working paper series 54 SpringerLink / Bücher 52 Journal of marketing research : JMR 50 Journal of Services Marketing 46 NBER Working Paper 46 Journal of marketing 44 Marketing Intelligence & Planning 40 Working paper / National Bureau of Economic Research, Inc. 40 Young consumers : insight and ideas for responsible marketers 39 Marketing letters : a journal of research in marketing 38 Journal of business ethics : JOBE 37
more ... less ...
Source
All
ECONIS (ZBW) 11,561 USB Cologne (EcoSocSci) 1,170 Other ZBW resources 913 RePEc 910 EconStor 153 BASE 86 USB Cologne (business full texts) 26 ArchiDok 6
more ... less ...
Showing 1 - 50 of 14,825
Cover Image
How to accurately measure attention to video advertising
Hartnett, Nicole; Bellman, Steven; Beal, Virginia; … - In: International journal of advertising : the review of … 44 (2025) 1, pp. 184-207
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194220
Saved in:
Cover Image
Downstream cross-holdings and upstream advertising
Hu, Qing; Mizuno, Tomomichi - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015207087
Saved in:
Cover Image
Profit raising entry with upstream advertising
Hu, Qing; Mizuno, Tomomichi - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015395474
Saved in:
Cover Image
Predicting consumer ad preferences : leveraging a machine learning approach for EDA and FEA neurophysiological metrics
Lobo Marques, João Alexandre; Neto, Andreia C.; Silva, … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015372972
Saved in:
Cover Image
Pay as you share : content, platforms, and regulation
Campbell, Arthur; Go, Geoffrey; Wang, Chengsi - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015400998
Saved in:
Cover Image
Consumer memory and competitive interference : the case of auto insurance advertising
Sahni, Navdeep S.; Yang, Yifan - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015191736
Saved in:
Cover Image
Direct sales and bargaining
Donna, Javier D.; Pereira, Pedro; Pu, Yun; Trindade, Andre - In: The Rand journal of economics 55 (2024) 4, pp. 749-787
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015158062
Saved in:
Cover Image
Costly advertising and information congestion : insights from pigou’s successors
Jinushi, Ryoji - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015135365
Saved in:
Cover Image
Neural signals of video advertisement liking : insights into psychological processes and their temporal dynamics
Chan, Hang-Yee; Boksem, Maarten A. S.; Venkatraman, Vinod; … - In: Journal of marketing research 61 (2024) 5, pp. 891-913
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015168477
Saved in:
Cover Image
Marketing, other intangibles, and output growth in 61 United States industries
Sveikauskas, Leo; Soloveichik, Rachel; Garner, Corby; … - In: Review of income and wealth 70 (2024) 4, pp. 1190-1215
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015168561
Saved in:
Cover Image
Enhancing students' understanding of social media marketing and the use of advertising and public relations terminology within IMC : a participatory action research project
Laurie, Sally; Mortimer, Kathleen; Holtz, Matthew; … - In: Journal of marketing education : JME 46 (2024) 1, pp. 45-56
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014580278
Saved in:
Cover Image
Do anglophone consumers truly trust or simply tolerate english advertising? : the mediating effect of ethnic self-identification on attitudes toward english advertising and advertising trust
Roux, Thérèse; Potgieter, Adéle - In: Journal of promotion management : innovations in … 30 (2024) 8, pp. 1221-1253
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015183024
Saved in:
Cover Image
Market nudges and autonomy
Ivanković, Viktor; Engelen, Bart - In: Economics and philosophy 40 (2024) 1, pp. 138-165
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014520003
Saved in:
Cover Image
The globalization of guinness : marketing taste, transferring technology
Pilcher, Jeffrey - In: Jahrbuch für Wirtschaftsgeschichte 65 (2024) 1, pp. 17-35
Brewed in 50 countries and consumed in 150, Guinness Stout has become a global commodity. Although associated with Irish pubs and diasporic populations, it has also become popular in former British colonies of Africa and Southeast Asia. This article adopts a mobility studies perspective to show...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014555640
Saved in:
Cover Image
Chicas Modernas and Chinas Poblanas : international and national influences in the Mexican beer industry and its advertisements : 1910-1940
Pierce, Gretchen - In: Jahrbuch für Wirtschaftsgeschichte 65 (2024) 1, pp. 63-100
The Mexican beer industry in general, and advertising in particular, contained both international and national influences. The industry transitioned from significant inputs of capital, technology, and expertise by foreigners during the Porfiriato (1876-1911) to locals carrying out these...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014555652
Saved in:
Cover Image
Content moderation and advertising in social media platforms
Madio, Leonardo; Quinn, Martin - 2024 - This version: June 2024
We study the incentive of an ad-funded social media platform to curb the presence of unsafe content that entails reputational risk to advertisers. We identify conditions for the platform not to moderate unsafe content and demonstrate how the optimal moderation policy depends on the risk the...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014556691
Saved in:
Cover Image
A closer investigation of dispositional persuasion knowledge of sponsored content : exploring determinants and clusters
Boerman, Sophie C.; Reijmersdal, Eva A. van; Rozendaal, … - In: Journal of marketing communications 30 (2024) 6, pp. 660-680
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015052732
Saved in:
Cover Image
Exploring the role of advertising in the context of tourist-destination congruity
Šegota, Tina - In: Journal of travel research : a quarterly publication of … 63 (2024) 3, pp. 741-754
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014582388
Saved in:
Cover Image
Consumer information processing and decision-making : origins, findings, applications, and future directions
Schmitt, Bernd - In: Journal of consumer research : JCR ; an … 51 (2024) 1, pp. 2-6
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014634412
Saved in:
Cover Image
How do advertised prices affect consumers' financial well-being and happiness?
Dahlén, Micael; Colliander, Jonas; Gajic, Vladan; Kim, … - In: Psychology & marketing 41 (2024) 9, pp. 2057-2069
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015075036
Saved in:
Cover Image
Bankruptcy lawyers and credit recovery
Lee, Brian Jonghwan - 2024
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014575759
Saved in:
Cover Image
Advertising anxiety : Lucozade narratives in the 1939 newspaper promotion campaign
Lyon, Phil - In: History of retailing and consumption 10 (2024) 2, pp. 168-186
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015048041
Saved in:
Cover Image
Through rose-tinted glasses : how inducing and resolving curiosity makes consumers less skeptical and improves their product evaluations
Hüttl-Maack, Verena; Sedghi, Tara; Daume, Jana - In: Journal of consumer psychology : JCP ; the official … 34 (2024) 1, pp. 92-100
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014470733
Saved in:
Cover Image
The effects of cause-related marketing on consumer repurchase intentions through brand resonance : moderating effects of news articles and advertising
Usman Ahmad Qadri; Ghani, Mazuri Abd - In: Pakistan journal of commerce and social sciences 18 (2024) 4, pp. 961-984
The increasing reliance on news articles and advertising to communicate cause-related marketing (CRM) initiatives highlights a critical gap in understanding their effects on brand equity, especially post-natural disasters. This study investigates the role of brand resonance as a mediator and...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015179663
Saved in:
Cover Image
Advertising and privacy : an overview of past research and a research agenda
Boerman, Sophie C.; Smit, Edith G. - In: International journal of advertising : the review of … 42 (2023) 1, pp. 60-68
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014233914
Saved in:
Cover Image
Strategic complementarities in a model of commercial media bias
Kerkhof, Anna; Münster, Johannes - 2023
Media content is an important privately supplied public good. While it has been shown that contributions to a public good crowd out other contributions in many cases, the issue has not been thoroughly studied for media markets yet. We show that in a standard model of commercial media bias,...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014416218
Saved in:
Cover Image
The application of neuromarketing tools in communication research : a comprehensive review of trends
Casado-Aranda, Luis-Alberto; Sánchez-Fernández, Juan; … - In: Psychology & marketing 40 (2023) 9, pp. 1737-1756
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014338321
Saved in:
Cover Image
The effects of sin taxes and advertising restrictions in a dynamic equilibrium
Abi-Rafeh, Rossi; Dubois, Pierre; Griffith, Rachel; … - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014383410
Saved in:
Cover Image
The impact of brand social media marketing on the dynamics of the company's share value
Fayvishenko, Diana; Cherniavska, Liudmyla; Bondarenko, Iryna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 24 (2023) 1, pp. 24-32
The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014371857
Saved in:
Cover Image
Analysis of the impact of advertising on the change of voter behavior of consumers (voters) in the Slovak Republic
Gburova, Jaroslava; Gavurova, Beata; Bacik, Radovan; … - In: Marketing i menedžment innovacij : m&mi 14 (2023) 3, pp. 134-141
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014375513
Saved in:
Cover Image
Brand blunders and race in advertising : issues, implications, and potential actions from a macromarketing perspective
Yoon, Hyunsun; Kelly, Aidan J. - In: Journal of macromarketing 43 (2023) 3, pp. 403-417
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014368396
Saved in:
Cover Image
Colour psychology potential in lithuanian advertising
Kisieliauskas, Justinas; Sinevičiūtė, Evelina - In: Baltic Journal of Economic Studies 9 (2023) 4, pp. 1-10
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015141718
Saved in:
Cover Image
The (army) hero with a thousand faces : a discourse-mythological approach to theorising archetypal blending in contemporary advertising
Kelsey, Darren; Yannopoulou, Natalia; Whittle, Andrea; … - In: Marketing theory 23 (2023) 1, pp. 141-162
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014230883
Saved in:
Cover Image
Advertising, innovation and economic growth
Cavenaile, Laurent; Roldan-Blanco, Pau - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014490805
Saved in:
Cover Image
Is this advertising or not, and do I care? : perceptions of and opinions regarding hybrid forms of content
Stürmer, Lina; Einwiller, Sabine - In: Journal of marketing communications 29 (2023) 2, pp. 161-178
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014232476
Saved in:
Cover Image
The language of champagne in nineteenth-century Britain
Harding, Graham - In: History of retailing and consumption 9 (2023) 2, pp. 203-220
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014446708
Saved in:
Cover Image
Marketing, other intangibles, and output growth in 61 United States industries
Sveikauskas, Leo; Soloveichik, Rachel; Garner, Corby; … - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014447686
Saved in:
Cover Image
Consumption desire among children (from 7 to 11) : role of the exposure to social media advertisements and product familiarity
Methlouthi, Kawther; Nefzi, Ayoub - In: Cogent business & management 10 (2023) 3, pp. 1-16
This paper aims to investigate the origins and outcomes of consumer desires in children, with a specific focus on the role of individual attributes (such as age, gender, and susceptibility to peer influence), desire traits (including content and intensity), exposure to social media ads, and...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014506335
Saved in:
Cover Image
Effective domestic tourism advertising layout : lithuanian perspective
Grigaliūnaitė, Viktorija; Pilelienė, Lina - In: Central European business review : CEBR 12 (2023) 5, pp. 93-116
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014525460
Saved in:
Cover Image
Marketing, other intangibles, and output growth in 61 United States industries
Sveikauskas, Leo; Soloveichik, Rachel; Garner, Corby; … - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014514544
Saved in:
Cover Image
Dual routes or a one-way to persuasion? : the elaboration likelihood model versus the unimodel
El Hedhli, Kamel; Zourrig, Haithem - In: Journal of marketing communications 29 (2023) 5, pp. 433-454
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014321979
Saved in:
Cover Image
Interoperability between ad-financed platforms with endogenous multi-homing
Bourreau, Marc; Raizonville, Adrien; Thébaudin, Guillaume - 2023
Platform interoperability is considered a powerful tool to promote competition in digital markets when network effects are at play. We study the effect of interoperability on competition between two ad-financed platforms, allowing for endogenous multi-homing of consumers. When the platforms are...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014247369
Saved in:
Cover Image
Brand placements in video games : how local in-game experiences influence brand attitudes
Ingendahl, Moritz; Vogel, Tobias; Mädche, Alexander; … - In: Psychology & marketing 40 (2023) 2, pp. 274-287
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014290543
Saved in:
Cover Image
How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions
D'Ambrogio, Simone; Werksman, Noah; Platt, Michael L.; … - In: Psychology & marketing 40 (2023) 4, pp. 723-734
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014290848
Saved in:
Cover Image
The impact of AI development on the development of marketing communications
Nesterenko, Volodymyr; Olefirenko, Oleg - In: Marketing i menedžment innovacij : m&mi 14 (2023) 1, pp. 169-181
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014282101
Saved in:
Cover Image
Endogenous choice of price or quantity contract with upstream advertising
Hu, Qing; Li, Dan; Mizuno, Tomomichi - 2023
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014286021
Saved in:
Cover Image
Estimating marketing component effects : double machine learning from targeted digital promotions
Ellickson, Paul B.; Kar, Wreetabrata; Reeder, James C. - In: Marketing science 42 (2023) 4, pp. 704-728
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014317639
Saved in:
Cover Image
Generation Z's and millennials' perception of masculinity in advertising : a challenge for advertisers
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39
Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014318225
Saved in:
Cover Image
Advertising during the COVID-19 pandemic : trends and theoretical developments
Usama Najam; Ali, Raza; Burki, Umar - In: Administrative Sciences : open access journal 13 (2023) 7, pp. 1-18
This study examines how the COVID-19 pandemic affected the trends and theoretical development of advertising research. By using appropriate keywords, this research selected 210 articles from the Web of Science database. We applied bibliometric analysis techniques and employed the VOS viewer to...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014319630
Saved in:
Cover Image
Exploring attitudes towards digital advertisements on social networks : the case study of the Nišava and Pčinja districts
Stojanović, Miloš; Miljković, Ivana Božić; Mitić, … - In: Bizinfo (Blace) : časopis iz oblasti ekonomije … 14 (2023) 2, pp. 1-9
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014634622
Saved in:
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • Next
  • Last
A service of the
zbw
  • Sitemap
  • Plain language
  • Accessibility
  • Contact us
  • Imprint
  • Privacy

Loading...