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subject:"Markenartikel"
~isPartOf:"Journal of business research : JBR"
~subject:"Marketingmanagement"
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Search: subject_exact:"Werbeeffizienz"
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Markenartikel
Marketingmanagement
Advertising effects
201
Werbewirkung
201
Consumer behaviour
134
Konsumentenverhalten
134
Advertising
112
Werbung
108
Brand management
49
Internet marketing
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Social web
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Social marketing
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Dwivedi, Yogesh Kumar
2
Foti, Lianne
2
Ghosh, Tathagata
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Sreejesh, S.
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Teng, Lefa
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Andreu, Luisa
1
Arsena, Ashley
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Journal of business research : JBR
Journal of marketing communications
34
The journal of product & brand management
24
International journal of advertising : the review of marketing communications
21
Journal of promotion management : JPM
20
Journal of advertising research
19
Psychology & marketing
17
International journal of advertising : the quarterly review of marketing communications
16
Journal of advertising : official publication of the American Academy of Advertising
15
The journal of brand management : an international journal
15
Journal of retailing and consumer services
13
Journal of promotion management : innovations in planning and applied research
12
SpringerLink / Bücher
12
Journal of the Academy of Marketing Science
11
International journal of internet marketing and advertising : IJIMA
10
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
10
Asia Pacific journal of marketing and logistics
9
European journal of marketing : EJM
9
Marketing : ZFP ; journal of research and management
9
Marketing letters : a journal of research in marketing
9
Faculty & research / Insead : working paper series
8
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
8
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
7
The journal of consumer marketing
7
Journal of global marketing
6
Journal of marketing
6
A master class in brand planning : the timeless works of Stephen King
5
Cogent business & management
5
Handbuch Kommunikation : Grundlagen, innovative Ansätze, praktische Umsetzungen
5
Marketing intelligence & planning
5
Planung & Analyse : Zeitschrift für Marktforschung und Marketing
5
Australasian marketing journal
4
Cutting edge international research
4
International journal of economic issues : IJEI
4
International journal of electronic marketing and retailing : IJEMR
4
Journal of consumer research : JCR ; an interdisciplinary bimonthly
4
Journal of global fashion marketing : JGfM
4
Journal of international consumer marketing
4
Journal of marketing management : JMM ; journal of the Academy of Marketing
4
Journal of marketing management : MM
4
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ECONIS (ZBW)
36
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1
Did you hear our brand is hated? : the unexpected upside of hate-acknowledging advertising for polarizing brands
Monahan, Lisa
;
Espinosa, Jennifer A.
;
Langenderfer, Jeff
; …
- In:
Journal of business research : JBR
154
(
2023
),
pp. 1-14
Persistent link: https://www.econbiz.de/10013468644
Saved in:
2
Mega or macro social media influencers : who endorses brands better?
Tiago, Maria Teresa Borges
;
Santiago, Joanna Krywalski
; …
- In:
Journal of business research : JBR
157
(
2023
),
pp. 1-12
Persistent link: https://www.econbiz.de/10014229157
Saved in:
3
Follow your nose when it sounds right : how brand names influence consumer responses to product scents
Carnevale, Marina
;
Hadi, Rhonda
;
Luna, David
;
Pogacar, Ruth
- In:
Journal of business research : JBR
157
(
2023
),
pp. 1-17
Persistent link: https://www.econbiz.de/10014229559
Saved in:
4
When is celebrity endorsement effective? : exploring the role of celebrity endorsers in enhancing key brand associations
Jun, Mina
;
Han, Jeongsoo
;
Zhou, Zhimin
;
Eisingerich, …
- In:
Journal of business research : JBR
164
(
2023
),
pp. 1-15
Persistent link: https://www.econbiz.de/10014303797
Saved in:
5
Endorsement effectiveness of different social media influencers : the moderating effect of brand competence and warmth
Ren, Shengnan
;
Karimi, Sahar
;
Bravo Velázquez, Alberto
; …
- In:
Journal of business research : JBR
156
(
2023
),
pp. 1-11
Persistent link: https://www.econbiz.de/10013534139
Saved in:
6
The influence of sound logo instruments on brand personality perceptions : an investigation of brand ruggedness and sophistication
Puligadda, Sanjay
;
VanBergen, Noah
- In:
Journal of business research : JBR
156
(
2023
),
pp. 1-13
Persistent link: https://www.econbiz.de/10013534258
Saved in:
7
Ethnic brand identity work : responding to authenticity tensions through celebrity endorsement in brand digital self-presentation
Chatzopoulou, Elena
;
Navazhylava, Kseniya
- In:
Journal of business research : JBR
142
(
2022
),
pp. 974-987
Persistent link: https://www.econbiz.de/10013169476
Saved in:
8
Competing cues in brand alliance advertisements
Voss, Kevin E.
;
Li, Ying Ying
;
Song, Young Ok Sunny
- In:
Journal of business research : JBR
149
(
2022
),
pp. 476-493
Persistent link: https://www.econbiz.de/10013325634
Saved in:
9
Brand logos versus brand names : a comparison of the memory effects of textual and pictorial brand elements placed in computer games
Ghosh, Tathagata
;
Sreejesh, S.
;
Dwivedi, Yogesh Kumar
- In:
Journal of business research : JBR
147
(
2022
),
pp. 222-235
Persistent link: https://www.econbiz.de/10013271486
Saved in:
10
I implement, they deliberate : the matching effects of point of view and mindset on consumer attitudes
Zhang, Jin
;
Xu, Xiaobing
;
Keh, Hean Tat
- In:
Journal of business research : JBR
139
(
2022
),
pp. 397-410
Persistent link: https://www.econbiz.de/10013194197
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