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~isPartOf:"Journal of strategic marketing"
~isPartOf:"The journal of brand management : an international journal"
~isPartOf:"Young consumers : insight and ideas for responsible marketers"
~subject:"Markenführung"
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Search: subject_exact:"Werbewirkungsforschung"
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Markenführung
Advertising effects
77
Werbewirkung
77
Consumer behaviour
49
Konsumentenverhalten
49
Advertising
36
Werbung
36
Brand management
35
Brand image
25
Markenimage
25
Brand
17
Children
17
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17
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17
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16
Internet marketing
15
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Celebrity endorsement
14
Celebrity-Werbung
14
Social Web
8
Social web
8
Product Placement
6
Product placement
6
Corporate Social Responsibility
5
Corporate social responsibility
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Emotion
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Experiment
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India
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Indien
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Fernsehwerbung
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Perception
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Television advertising
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35
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Baxter, Stacey M.
2
Kulczynski, Alicia
2
Velasco, Carlos
2
Ahmed, Pervaiz K.
1
Ajitha, Soundararaj
1
Albert, Noel
1
Alexander, Nicholas
1
Alvarado, Jorge
1
Ambroise, Laure
1
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1
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1
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1
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1
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1
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1
Daryanto, Ahmad
1
Demmer, Vera
1
Dens, Nathalie
1
Dones, Virgin
1
Donthu, Naveen
1
Dunbar, Seth
1
Dwivedi, Abhishek
1
Feliberty Lugo, Vivian
1
Felix, Reto
1
Flecha Ortiz, Jose A.
1
Fonseca, Beatriz
1
Furnham, Adrian
1
Föhl, Ulrich
1
Grohmann, Bianca
1
Guèvremont, Amélie
1
Hanson, Nicole
1
IIicic, Jasmina
1
Ilicic, Jasmina
1
Jeong, Hyun Ju
1
Jin, S. Venus
1
Johnson, Lester W.
1
Kartika, Gilang
1
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Journal of strategic marketing
The journal of brand management : an international journal
Young consumers : insight and ideas for responsible marketers
Journal of business research : JBR
49
International journal of advertising : the review of marketing communications
40
Journal of marketing communications
38
The journal of product & brand management
32
International journal of advertising : the quarterly review of marketing communications
29
Journal of promotion management : JPM
25
Psychology & marketing
23
Journal of advertising research
19
Journal of promotion management : innovations in planning and applied research
19
International journal of internet marketing and advertising : IJIMA
18
Journal of retailing and consumer services
16
SpringerLink / Bücher
16
Marketing : ZFP ; journal of research and management
14
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
13
Marketing letters : a journal of research in marketing
11
Marketing intelligence & planning
10
Asia Pacific journal of marketing and logistics
9
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
9
European journal of marketing : EJM
8
International journal of sports marketing & sponsorship
8
Journal of advertising : official publication of the American Academy of Advertising
8
Journal of marketing research : JMR
8
Journal of the Academy of Marketing Science
8
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
8
The journal of consumer marketing
8
Gabler Edition Wissenschaft / Marken- und Produktmanagement
7
International journal of hospitality management
7
Journal of global marketing
7
Springer eBook Collection / Business and Economics
7
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
6
Journal of current issues and research in advertising
6
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
6
Journal of marketing
6
Journal of marketing management : JMM ; journal of the Academy of Marketing
6
Journal of marketing management : MM
6
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
6
European journal of marketing
5
Innovatives Markenmanagement
5
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ECONIS (ZBW)
35
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1
Green or social? : an analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude
Sander, Frauke
;
Föhl, Ulrich
;
Walter, Nadine
;
Demmer, Vera
- In:
The journal of brand management : an international journal
28
(
2021
)
4
,
pp. 429-445
Persistent link: https://www.econbiz.de/10012550332
Saved in:
2
Don't make ads, make TikTok's : media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent
Flecha Ortiz, Jose A.
;
Santos Corrada, María De Los M.
; …
- In:
The journal of brand management : an international journal
30
(
2023
)
6
,
pp. 535-549
Persistent link: https://www.econbiz.de/10014447397
Saved in:
3
The changing portrayal of children in Indian advertisements : a comparative study of the three decades
Choudhary, Sharuti
;
Roy, Subhadip
- In:
Young consumers : insight and ideas for responsible …
23
(
2022
)
4
,
pp. 570-586
Persistent link: https://www.econbiz.de/10013454855
Saved in:
4
The anthropomorphic brand logo and its effect on perceived functional performance
Daryanto, Ahmad
;
Alexander, Nicholas
;
Kartika, Gilang
- In:
The journal of brand management : an international journal
29
(
2022
)
3
,
pp. 287-300
Persistent link: https://www.econbiz.de/10013270424
Saved in:
5
Corporate social and environmental responsibility advertising : advertising effectiveness as a function of viewing context
Pyle, Emily
;
Furnham, Adrian
;
McClelland, Alastair
- In:
The journal of brand management : an international journal
29
(
2022
)
3
,
pp. 301-310
Persistent link: https://www.econbiz.de/10013270433
Saved in:
6
Storytelling in advertisements : understanding the effect of humor and drama on the attitude toward brands
Kasilingam, Dharun
;
Ajitha, Soundararaj
- In:
The journal of brand management : an international journal
29
(
2022
)
4
,
pp. 341-362
Persistent link: https://www.econbiz.de/10013270437
Saved in:
7
Human-like versus me-like brands in corporate social responsibility : the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands
Jeong, Hyun Ju
;
Kim, Jihye
- In:
The journal of brand management : an international journal
28
(
2021
)
1
,
pp. 32-47
Persistent link: https://www.econbiz.de/10012433569
Saved in:
8
Brand logo and brand gender : examining the effects of natural logo designs and color on brand gender perceptions and affect
Machado, Joana César
;
Fonseca, Beatriz
;
Martins, Carla …
- In:
The journal of brand management : an international journal
28
(
2021
)
2
,
pp. 152-170
Persistent link: https://www.econbiz.de/10012487230
Saved in:
9
Comparing the three types of approach of advertising in brand building in emerging markets
Srivastava, R. K.
- In:
Journal of strategic marketing
29
(
2021
)
6
,
pp. 514-527
Persistent link: https://www.econbiz.de/10012588442
Saved in:
10
Can socially irresponsible firms benefit from corporate advertising?
Sharpe, Stacey
;
Hanson, Nicole
- In:
Journal of strategic marketing
28
(
2020
)
2
,
pp. 95-106
Persistent link: https://www.econbiz.de/10012202796
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