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~isPartOf:"Journal of advertising research"
~isPartOf:"Journal of marketing management : MM"
~isPartOf:"Marke und digitale Medien : der Wandel des Markenkonzepts im 21. Jahrhundert"
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Search: subject_exact:"Markenpolitik"
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Brand management
203
Markenführung
203
Consumer behaviour
66
Konsumentenverhalten
66
Brand
48
Brand image
47
Markenartikel
47
Markenimage
47
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32
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25
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25
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Marketingmanagement
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brand orientation
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branding
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Romaniuk, Jenni
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Heun, Thomas
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Journal of advertising research
Journal of marketing management : MM
Marke und digitale Medien : der Wandel des Markenkonzepts im 21. Jahrhundert
Journal of business research : JBR
583
The journal of brand management : an international journal
555
The journal of product & brand management
386
SpringerLink / Bücher
315
Journal of retailing and consumer services
286
European journal of marketing : EJM
125
Psychology & marketing
112
Industrial marketing management : the international journal for industrial and high-tech firms
106
Asia Pacific journal of marketing and logistics
105
Journal of marketing communications
104
International journal of hospitality management
103
Marketing intelligence & planning
103
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
97
The IUP journal of brand management : IJBRM
92
Journal of strategic marketing
87
Innovatives Markenmanagement
86
Springer eBook Collection
85
Journal of marketing
77
Journal of the Academy of Marketing Science
76
Journal of promotion management : innovations in planning and applied research
71
Marketing letters : a journal of research in marketing
70
Research
69
Journal of promotion management : JPM
67
International journal of internet marketing and advertising : IJIMA
66
Journal of fashion marketing and management
66
Journal of international consumer marketing
65
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
63
Tourism management : research, policies, practice
62
International journal of advertising : the review of marketing communications
61
International marketing review
61
Qualitative market research : an international journal
59
Cogent business & management
56
Journal of global marketing
56
Journal of marketing management : JMM ; journal of the Academy of Marketing
55
Journal of marketing research : JMR
55
International journal of contemporary hospitality management
53
Business horizons
52
Journal of travel and tourism marketing
52
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ECONIS (ZBW)
203
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203
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1
Purpose advertising and the credibility gap : how consumers respond to established versus emergent brand activist messaging
Milfeld, Tyler
;
Haley, Eric John
- In:
Journal of advertising research
64
(
2024
)
1
,
pp. 59-79
Persistent link: https://www.econbiz.de/10014507681
Saved in:
2
How brand managers can maximize engagement with ASMR Youtube content : influencers who give you the tingles" through autonomous sensory meridian response cues
Broadbridge, Victoria
;
Mangió, Federico
;
Di Domenico, …
- In:
Journal of advertising research
63
(
2023
)
4
,
pp. 313-334
Persistent link: https://www.econbiz.de/10014445885
Saved in:
3
Does childhood exposure to a brand improve brand name recognition? : comparing age-of-acquisition effects with ongoing brand exposure and experience
Phua, Peilin
;
Page, Bill
;
Trinh, Giang
;
Hartnett, Nicole
; …
- In:
Journal of advertising research
63
(
2023
)
4
,
pp. 370-383
Persistent link: https://www.econbiz.de/10014445902
Saved in:
4
Is your brand protected? : assessing brand safety risks in digital campaigns
Johnson, Ross W.
;
Voorhees, Clay
;
Khodakarami, Farnoosh
- In:
Journal of advertising research
63
(
2023
)
3
,
pp. 205-220
Persistent link: https://www.econbiz.de/10014375167
Saved in:
5
Who needs highly creative advertising? : how brand familiarity moderates creativity's influence on attention, affect, and memory
Al-Shuaili, Ahmed Hamed
;
Koslow, Scott
;
Kilgour, Mark
- In:
Journal of advertising research
63
(
2023
)
3
,
pp. 236-252
Persistent link: https://www.econbiz.de/10014375181
Saved in:
6
An investigation into slogan design on creating slogan-brand alignment : message clarity and creativity enhance while jingles and rhymes weaken alignment
Dass, Mayukh
;
Kohli, Chiranjeev
;
Acharya, Manaswini
- In:
Journal of advertising research
63
(
2023
)
1
,
pp. 43-60
Persistent link: https://www.econbiz.de/10014283815
Saved in:
7
Consumer recall and recognition of co-appearing brands in TV media : the moderating roles of product congruity and brand familiarity
Chan, Fong Yee
- In:
Journal of advertising research
62
(
2022
)
1
,
pp. 18-34
Persistent link: https://www.econbiz.de/10013186357
Saved in:
8
When brands go dark : examining sales trends when brands stop broad-reach advertising for long periods
Harnett, Nicole
;
Gelzinis, Adam
;
Beal, Virginia
; …
- In:
Journal of advertising research
61
(
2021
)
3
,
pp. 247-259
Persistent link: https://www.econbiz.de/10012656801
Saved in:
9
An investigation of androgyny and sexual orientation in advertising : how androgynous imagery and sexual orientation impact advertisement and brand attitudes
Cowart, Kelly
;
Wagner, Phillip
- In:
Journal of advertising research
61
(
2021
)
3
,
pp. 276-288
Persistent link: https://www.econbiz.de/10012656807
Saved in:
10
The importance of engagement in brand heritage advertising : how feeling close to a brand can increase willingness to pay more
Scarpi, Daniele
- In:
Journal of advertising research
61
(
2021
)
3
,
pp. 334-345
Persistent link: https://www.econbiz.de/10012656854
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