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~isPartOf:"Marketing : ZFP ; journal of research and management"
~isPartOf:"Marketing intelligence & planning"
~subject:"Brand image"
~subject:"Social web"
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Search: subject_exact:"Werbewirkungsforschung"
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Brand image
Social web
Advertising effects
77
Werbewirkung
77
Consumer behaviour
45
Konsumentenverhalten
45
Advertising
27
Werbung
26
Brand management
24
Markenführung
24
Markenimage
20
Internet marketing
17
Online-Marketing
17
Theorie
12
Theory
12
Brand
11
Emotion
11
Markenartikel
11
Social Web
9
Deutschland
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Germany
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Psychology of advertising
7
Werbepsychologie
7
Celebrity endorsement
6
Celebrity-Werbung
6
Brand attitude
5
Internet
5
Target group
5
Zielgruppe
5
Children
4
Fernsehwerbung
4
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Marketing management
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Marketingmanagement
4
Perception
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Television advertising
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Viral marketing
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4
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Gierl, Heribert
4
Esch, Franz-Rudolf
3
Abshagen, Jannina
1
Aitken, Robert
1
Ballantine, Paul W.
1
Bambauer-Sachse, Silke
1
Bartsch, Silke
1
Borzekowski, Dina
1
Brennan, Ross
1
Caldara, Cindy
1
Chan, Fanny Fong Yee
1
Chauhan, Abhishek
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Elger, Christian Erich
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Eshghi, Abdolreza
1
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1
Goi, Chai Lee
1
Guhl, Daniel
1
Göbel, Fabian
1
Haltmayer, Vanessa
1
Heberle, Antonia
1
Helme-Guizon, Agnès
1
Huang, Li-Shia
1
Huang, Wan-Ju
1
Huhman, Bruce A.
1
Ji, Chunli
1
Kalam, Abul
1
Kapoor, Vikram
1
Klapper, Daniel
1
Langner, Tobias
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Li, Bin
1
Li, Kefang
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Limbu, Yam B.
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Lin, Hsiao-Yun
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Mangold, Sabrina
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Meyer, Anton
1
Moharana, Tapas Ranjan
1
Möll, Thorsten
1
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1
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Marketing : ZFP ; journal of research and management
Marketing intelligence & planning
Journal of business research : JBR
62
International journal of advertising : the review of marketing communications
53
Journal of marketing communications
53
International journal of advertising : the quarterly review of marketing communications
41
Journal of promotion management : innovations in planning and applied research
33
International journal of internet marketing and advertising : IJIMA
32
The journal of product & brand management
32
Journal of advertising research
29
Journal of retailing and consumer services
27
Psychology & marketing
27
Journal of advertising : official publication of the American Academy of Advertising
24
Journal of promotion management : JPM
20
The journal of brand management : an international journal
20
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
17
European journal of marketing : EJM
15
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
15
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
15
Marketing letters : a journal of research in marketing
14
Asia Pacific journal of marketing and logistics
11
Journal of global marketing
11
International journal of hospitality management
10
Journal of consumer research : JCR ; an interdisciplinary bimonthly
10
Journal of current issues and research in advertising
9
Journal of electronic commerce research : JECR
9
Journal of the Academy of Marketing Science
9
Cogent business & management
8
Journal of current issues and research in advertising : JCIRA
8
Journal of marketing
8
SpringerLink / Bücher
8
The journal of consumer marketing
8
Young consumers : insight and ideas for responsible marketers
8
Information & management : the internat. journal of management processes and systems ; journal of IFIP Users Group
7
International journal of consumer studies
7
International journal of sports marketing & sponsorship
7
Journal of marketing management : JMM ; journal of the Academy of Marketing
7
Journal of marketing management : MM
7
Journal of marketing research : JMR
7
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
7
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ECONIS (ZBW)
25
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1
Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions : a multivariate mediation analysis
Kalam, Abul
;
Goi, Chai Lee
;
Tiong, Ying Ying
- In:
Marketing intelligence & planning
42
(
2024
)
1
,
pp. 84-119
Persistent link: https://www.econbiz.de/10014469195
Saved in:
2
The impact of skippable advertising on advertising avoidance intention in China
Yin, Shimin
;
Li, Bin
;
Qi, Zhou
- In:
Marketing intelligence & planning
41
(
2023
)
8
,
pp. 1121-1137
Persistent link: https://www.econbiz.de/10014428927
Saved in:
3
Effect of the information about the use and non-use of photoshopping of female ad models on brand attitudes of young female consumers
Pappenheim, Christina
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
45
(
2023
)
3
,
pp. 4-37
Persistent link: https://www.econbiz.de/10014340546
Saved in:
4
How customers respond to social media advertising
Yang, Ping
;
Li, Kefang
;
Ji, Chunli
- In:
Marketing intelligence & planning
41
(
2023
)
2
,
pp. 229-243
Persistent link: https://www.econbiz.de/10014253352
Saved in:
5
Exploring third-party’s brand rankings from consumers' persuasion knowledge
Huang, Li-Shia
;
Huang, Wan-Ju
;
Lin, Hsiao-Yun
- In:
Marketing intelligence & planning
41
(
2023
)
1
,
pp. 95-109
Persistent link: https://www.econbiz.de/10013532115
Saved in:
6
Emoji your story : the advertising effectiveness of emoji-based narratives
Haltmayer, Vanessa
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
43
(
2021
)
1/2
,
pp. 67-94
Persistent link: https://www.econbiz.de/10012600964
Saved in:
7
When less is more : there must be a comprehensible reason for using incompleteness in advertisements to improve brand attitude
Heberle, Antonia
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
42
(
2020
)
3
,
pp. 8-36
Persistent link: https://www.econbiz.de/10012389100
Saved in:
8
Too sexy for the price? : the effectiveness of erotic advertising depending on the brand's price level
Thomas, Stefan
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
41
(
2019
)
2
,
pp. 4-20
Persistent link: https://www.econbiz.de/10012003359
Saved in:
9
Consumer responses to covert advertising in social media
Göbel, Fabian
;
Meyer, Anton
;
Ramaseshan, B.
;
Bartsch, Silke
- In:
Marketing intelligence & planning
35
(
2017
)
5
,
pp. 578-593
Persistent link: https://www.econbiz.de/10011774511
Saved in:
10
Impact of online advertising on adolescent's brand attitudes
Eshghi, Abdolreza
;
Sarkar, Juhi Gahlot
;
Sarkar, Abhigyan
- In:
Marketing intelligence & planning
35
(
2017
)
6
,
pp. 706-723
Persistent link: https://www.econbiz.de/10011797790
Saved in:
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