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subject:"Viral marketing"
~person:"Wilbur, Kenneth C."
~subject:"Werbewirkung"
~type_genre:"Article in journal"
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Viral marketing
Werbewirkung
Internet marketing
13
Online-Marketing
13
Advertising effects
12
Consumer behaviour
7
Fernsehwerbung
7
Konsumentenverhalten
7
Television advertising
7
Advertising
6
Werbung
6
Fernsehen
4
Search engine
4
Suchmaschine
4
Television
4
advertising
4
Brand
3
Markenartikel
3
Media usage
3
Mediennutzung
3
television
3
Brand management
2
Markenführung
2
Marketing management
2
Marketingmanagement
2
Mobile Marketing
2
Mobile marketing
2
media
2
Abfallentsorgung
1
Betrug
1
Brand attitude
1
Brand image
1
Brand tracking metrics
1
Digitalisierung
1
Digitization
1
Distribution channel
1
Externalities
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Externer Effekt
1
Fraud
1
Game theory
1
Hörfunkwerbung
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Article
13
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Article in journal
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13
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English
13
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Wilbur, Kenneth C.
Tucker, Catherine
14
Dwivedi, Yogesh Kumar
11
Law, Chun Hung Roberts
11
Pelsmacker, Patrick de
10
Bigné Alcañiz, J. Enrique
9
Hudders, Liselot
9
Bellman, Steven
8
Dens, Nathalie
8
Goldfarb, Avi
8
Jerath, Kinshuk
8
Sreejesh, S.
8
Filieri, Raffaele
7
Fogel, Joshua
7
Loureiro, Sandra Maria Correia
7
Pauwels, Koen
7
Reijmersdal, Eva A. van
7
Rozendaal, Esther
7
Sahni, Navdeep S.
7
Sayedi, Amin
7
Schweidel, David A.
7
Smith, Katherine Taken
7
Vashisht, Devika
7
Xie, Karen L.
7
Bernritter, Stefan F.
6
Bijmolt, Tammo H. A.
6
Cho, Chang-Hoan
6
Choi, Yung Kyun
6
Fan, Weiguo
6
Fesenmaier, Daniel R.
6
Flavián Blanco, Carlos
6
Guitart, Ivan A.
6
Huh, Jisu
6
Katona, Zsolt
6
Kim, Jong Min
6
Kim, Mikyoung
6
King, Karen Whitehill
6
Li, Hengyun
6
Mariani, Marcello M.
6
Okumus, Fevzi
6
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Journal of marketing
4
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
4
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
1
Journal of advertising : official publication of the American Academy of Advertising
1
Management science : journal of the Institute for Operations Research and the Management Sciences
1
Marketing science
1
Quantitative marketing and economics : QME
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ECONIS (ZBW)
13
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1
How viewer tuning, presence, and attention respond to ad content and predict brand search lift
McGranaghan, Matthew
;
Liaukonyte, Jura
;
Wilbur, Kenneth C.
- In:
Marketing science
41
(
2022
)
5
,
pp. 873-895
Persistent link: https://www.econbiz.de/10013373615
Saved in:
2
Inefficiencies in digital advertising markets
Gordon, Brett R.
;
Jerath, Kinshuk
;
Katona, Zsolt
; …
- In:
Journal of marketing
85
(
2021
)
1
,
pp. 7-25
Persistent link: https://www.econbiz.de/10012391401
Saved in:
3
Commentary: "half my digital advertising is wasted..."
Pritchard, Marc
- In:
Journal of marketing
85
(
2021
)
1
,
pp. 26-29
Persistent link: https://www.econbiz.de/10012391402
Saved in:
4
Commentary: inefficiencies in digital advertising markets : evidence from the field
Porter, Jonathan
- In:
Journal of marketing
85
(
2021
)
1
,
pp. 30-34
Persistent link: https://www.econbiz.de/10012391405
Saved in:
5
Advertising and brand attitudes : evidence from 575 brands over five years
Du, Rex Yuxing
;
Joo, Mingyu
;
Wilbur, Kenneth C.
- In:
Quantitative marketing and economics : QME
17
(
2019
)
3
,
pp. 257-323
Persistent link: https://www.econbiz.de/10012098690
Saved in:
6
Immediate responses of online brand search and price search to TV ads
Du, Rex Yuxing
;
Xu, Linli
;
Wilbur, Kenneth C.
- In:
Journal of marketing
83
(
2019
)
4
,
pp. 81-100
Persistent link: https://www.econbiz.de/10012176072
Saved in:
7
Effects of TV advertising on keyword search
Joo, Mingyu
;
Wilbur, Kenneth C.
;
Zhu, Yi
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
3
,
pp. 508-523
Persistent link: https://www.econbiz.de/10011596857
Saved in:
8
Television advertising and online shopping
Liaukonyte, Jura
;
Teixeira, Thales
;
Wilbur, Kenneth C.
- In:
Marketing science : the marketing journal of the …
34
(
2015
)
3
,
pp. 311-330
Persistent link: https://www.econbiz.de/10011291352
Saved in:
9
Television advertising and online search
Joo, Mingyu
;
Wilbur, Kenneth C.
;
Cowgill, Bo
;
Zhu, Yi
- In:
Management science : journal of the Institute for …
60
(
2014
)
1
,
pp. 56-73
Persistent link: https://www.econbiz.de/10010345169
Saved in:
10
Correcting audience externalities in television advertising
Wilbur, Kenneth C.
;
Xu, Linli
;
Kempe, David
- In:
Marketing science : the marketing journal of the …
32
(
2013
)
6
,
pp. 892-912
Persistent link: https://www.econbiz.de/10010231828
Saved in:
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