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~isPartOf:"Journal of advertising"
~isPartOf:"Psychology & marketing"
~subject:"Advertising"
~subject:"Deutschland"
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Search: subject_exact:"Markenpolitik"
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Advertising
Deutschland
Brand management
132
Markenführung
132
Consumer behaviour
92
Konsumentenverhalten
92
Brand image
72
Markenimage
72
Brand
51
Markenartikel
51
Beziehungsmarketing
27
Relationship marketing
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Advertising effects
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Werbewirkung
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Werbung
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Social Web
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Personality psychology
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Persönlichkeitspsychologie
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Internet marketing
10
Luxury goods
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Online-Marketing
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Customer satisfaction
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Kundenzufriedenheit
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brand loyalty
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branding
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Celebrity endorsement
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Emotion
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brand personality
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Brand extension
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Brand loyalty
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Coronavirus
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Credibility
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Mafael, Alexander
2
Albrecht, Carmen-Maria
1
Andreini, Daniela
1
Arli, Denni
1
Bagozzi, Richard P.
1
Bai, Billy
1
Bauer, Brittney C.
1
Bauer, Hans H.
1
Borel, Laurence
1
Busser, James A.
1
Cha, Meeyoung
1
Chen, Qimei
1
Christodoulides, George
1
Coskuner-Balli, Gokcen
1
Cui, Yuanyuan
1
DeCotiis, Allen R.
1
Dimoka, Angelika
1
Dodoo, Naa Amponsah
1
Dwivedi, Yogesh Kumar
1
Ertimur, Burçak
1
Fritz, Wolfgang
1
Ghosh, Tathagata
1
Gould, Stephen J.
1
Ha, Yui
1
Haber, Tobias E.
1
Hamilton Rice, Dan
1
He, Yi
1
Hu, Miao
1
Hutchins, Jennifer
1
Isabella, Giuliana
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Jiang, Mengtian
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Joo, Jungseock
1
Kempe, Michael
1
Kim, Eunjin
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Kim, Hyelin
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Kim, Jaisang
1
Kim, Su Jung
1
Kocher, Bruno
1
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1
Lorenz, Bettina
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Journal of advertising
Psychology & marketing
SpringerLink / Bücher
96
Innovatives Markenmanagement
34
Journal of business research : JBR
33
Research
31
International journal of advertising : the review of marketing communications
27
Springer eBook Collection / Business and Economics
27
Journal of marketing communications
24
Gabler Edition Wissenschaft
20
International journal of advertising : the quarterly review of marketing communications
18
Journal of advertising research
17
Gabler Research
14
The journal of product & brand management
13
Arbeitspapier / Wissenschaftliche Gesellschaft für Marketing und Unternehmensführung
12
The journal of brand management : an international journal
12
Journal of promotion management : JPM
11
Journal of promotion management : innovations in planning and applied research
11
Marken und Sport : aktuelle Aspekte der Markenführung im Sport und mit Sport
11
Mit der Marke zum Erfolg : Markenmanagement in Hotellerie und Gastronomie
11
Exzellentes Sponsoring : innovative Ansätze und Best Practices für das Markenmanagement
10
International journal of internet marketing and advertising : IJIMA
10
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
10
Journal of retailing and consumer services
10
Planung & Analyse : Zeitschrift für Marktforschung und Marketing
10
Employer Branding : Arbeitgeber positionieren und präsentieren
9
Schriften zu Marketing und Management
9
Schriftenreihe Merkur : Schriften zum innovativen Marketing-Management
9
Springer eBook Collection
9
CSR und Brand Management : Marken nachhaltig führen
8
Erfolgreiche Markendifferenzierung : Strategie und Praxis professioneller Markenprofilierung
8
Hamburger Schriften zur Marketingforschung
8
Journal of historical research in marketing
8
Marketing : ZFP ; journal of research and management
8
Erfurter Hefte zum angewandten Marketing
7
European journal of marketing : EJM
7
Gabler Edition Wissenschaft / Innovatives Markenmanagement
7
Gabler Edition Wissenschaft / Marken- und Produktmanagement
7
Gabler Research / Innovatives Markenmanagement
7
LiM-Arbeitspapiere / Lehrstuhl für Innovatives Markenmanagement (LiM), Universität Bremen, Fachbereich Wirtschaftswissenschaft
7
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ECONIS (ZBW)
23
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1
How songs from growing up and viewers' attachment styles affect video ads' effectiveness
Lourenço, Carlos Jorge da Silva
;
Isabella, Giuliana
; …
- In:
Psychology & marketing
40
(
2023
)
1
,
pp. 209-233
Persistent link: https://www.econbiz.de/10013465222
Saved in:
2
Brands in a game or a game for brands? : comparing the persuasive effectiveness of in-game advertising and advergames
Ghosh, Tathagata
;
Sreejesh, S.
;
Dwivedi, Yogesh Kumar
- In:
Psychology & marketing
39
(
2022
)
12
,
pp. 2328-2348
Persistent link: https://www.econbiz.de/10013465194
Saved in:
3
Adbusting : how advertising altered by activists affects brands
Maier, Erik
;
Mafael, Alexander
- In:
Psychology & marketing
41
(
2024
)
4
,
pp. 938-957
Persistent link: https://www.econbiz.de/10014519056
Saved in:
4
Measuring the role of uniqueness and consistency to develop effective advertising
Mafael, Alexander
;
Raithel, Sascha
;
Taylor, Charles Raymond
- In:
Journal of advertising
50
(
2021
)
4
,
pp. 494-504
Persistent link: https://www.econbiz.de/10012650828
Saved in:
5
Nostalgia : a review, propositions, and future research agenda
Srivastava, Ekta
;
Sivakumaran, Bharadhwaj
; …
- In:
Journal of advertising
52
(
2023
)
4
,
pp. 613-632
Persistent link: https://www.econbiz.de/10014339496
Saved in:
6
Branding co-creation with consumer-generated advertising : effect on creators and observers
Shulga, Lenna V.
;
Busser, James A.
;
Bai, Billy
;
Kim, Hyelin
- In:
Journal of advertising
52
(
2023
)
1
,
pp. 5-23
Persistent link: https://www.econbiz.de/10014233714
Saved in:
7
Dynamic luxury advertising : using lifestyle versus functional advertisements in different purchase stages
Ma, Jingjing
;
Mo, Zichuan
;
Zhao, Yuanjie
- In:
Journal of advertising
52
(
2023
)
1
,
pp. 39-56
Persistent link: https://www.econbiz.de/10014233723
Saved in:
8
Strong versus weak consumer-brand relationships : matching psychological sense of brand community and type of advertising appeal
Bauer, Brittney C.
- In:
Psychology & marketing
40
(
2023
)
4
,
pp. 791-810
Persistent link: https://www.econbiz.de/10014290861
Saved in:
9
Anthropomorphizing religious advertising : the moderating role of political ideology
Van Esch, Patrick
;
Cui, Yuanyuan
;
Arli, Denni
; …
- In:
Psychology & marketing
39
(
2022
)
12
,
pp. 2284-2301
Persistent link: https://www.econbiz.de/10013465190
Saved in:
10
The effects of competence and warmth appeals on luxury and sustainable brand advertising : the moderating role of construal level
Septianto, Felix
;
Seo, Yuri
;
Zhao, Fang
- In:
Journal of advertising
51
(
2022
)
3
,
pp. 369-384
Persistent link: https://www.econbiz.de/10013362319
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