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Search: subject_exact:"Werbewirkung"
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Brand
Werbewirkung
7,972
Advertising effects
7,743
Werbung
3,778
Advertising
3,742
Konsumentenverhalten
3,579
Consumer behaviour
3,564
Online-Marketing
2,113
Internet marketing
2,103
Markenführung
1,140
Brand management
1,139
Markenimage
989
Brand image
977
Social Web
639
Social web
638
USA
599
United States
596
Markenartikel
515
Theorie
481
Theory
475
Deutschland
472
Marketingmanagement
459
Marketing management
456
Emotion
450
Germany
449
Celebrity endorsement
447
Celebrity-Werbung
447
Werbepsychologie
413
Psychology of advertising
402
Fernsehwerbung
372
Television advertising
369
Zielgruppe
365
Target group
361
advertising
350
Experiment
320
Wahrnehmung
264
Perception
261
Viral marketing
261
Virales Marketing
261
Product placement
237
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280
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77
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Article
442
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75
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414
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25
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25
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18
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18
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12
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1
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English
485
German
31
French
1
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Gierl, Heribert
7
Esch, Franz-Rudolf
6
Bauer, Hans H.
5
Erfgen, Carsten
5
King, Stephen
5
Mäder, Ralf
5
Pelsmacker, Patrick de
5
Dens, Nathalie
4
Draganska, Michaela
4
Klapper, Daniel
4
Ko, Eunju
4
Rosengren, Sara
4
Sattler, Henrik
4
Sreejesh, S.
4
Wilbur, Kenneth C.
4
Bernritter, Stefan F.
3
Brasel, S. Adam
3
Du, Rex Yuxing
3
Dwivedi, Yogesh Kumar
3
Ghosh, Tathagata
3
Herrmann, Jean-Luc
3
Hill, Shawndra
3
Ketelaar, Paul E.
3
King, Karen Whitehill
3
Pauwels, Koen
3
Romaniuk, Jenni
3
Schnittka, Oliver
3
Septianto, Felix
3
Srivastava, R. K.
3
Vanhuele, Marc
3
Aitken, Robert
2
Avramova, Yana R.
2
Bauer, Brittney C.
2
Baumgarth, Carsten
2
Baxter, Stacey M.
2
Brunner, Christian Boris
2
Calvert, Gemma
2
Chan, Fong Yee
2
Chandon, Pierre
2
Chang, Chingching
2
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Chambre de commerce et d'industrie de Paris
1
Ernst-Moritz-Arndt-Universität Greifswald
1
Peter Lang AG
1
Published in...
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Journal of business research : JBR
29
The journal of product & brand management
24
Journal of marketing communications
19
International journal of advertising : the review of marketing communications
16
The journal of brand management : an international journal
15
Journal of promotion management : JPM
14
International journal of advertising : the quarterly review of marketing communications
13
Journal of retailing and consumer services
12
Psychology & marketing
12
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
8
Journal of the Academy of Marketing Science
8
International journal of internet marketing and advertising : IJIMA
7
Journal of advertising : official publication of the American Academy of Advertising
7
Journal of promotion management : innovations in planning and applied research
7
Marketing : ZFP ; journal of research and management
7
Marketing letters : a journal of research in marketing
7
Asia Pacific journal of marketing and logistics
6
Journal of advertising research
6
A master class in brand planning : the timeless works of Stephen King
5
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
5
The journal of consumer marketing
5
Journal of global fashion marketing : JGfM
4
Marketing intelligence & planning
4
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
4
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
4
European journal of marketing : EJM
3
International journal of electronic marketing and retailing : IJEMR
3
International journal of pharmaceutical and healthcare marketing : IJPHM
3
Journal of advertising
3
Journal of consumer research : JCR ; an interdisciplinary bimonthly
3
Journal of marketing management : JMM ; journal of the Academy of Marketing
3
Australasian marketing journal
2
Australasian marketing journal : AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC)
2
Cogent business & management
2
EuroMed journal of business
2
European journal of marketing
2
European journal of operational research : EJOR
2
European research studies
2
Faculty & research / Insead : working paper series
2
International advertising and communication : current insights and empirical findings
2
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ECONIS (ZBW)
517
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81
Does green brand anthropomorphism influence repurchase intention? : understanding the impact of brand warmth, psychological ownership, and self-brand congruity
Sehgal, Nidhi
;
Jham, Vimi
;
Malhotra, Gunjan
- In:
Journal of retailing and consumer services
75
(
2023
),
pp. 1-10
Persistent link: https://www.econbiz.de/10014373396
Saved in:
82
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:
83
When background music in audiovisual advertisements can boost the perceived competence of the advertised brands : an empirical study from South Korea
Hong, You Jeong
;
Choi, Beomjoon
;
Lee, Kyogu
- In:
Asia Pacific journal of marketing and logistics
35
(
2023
)
8
,
pp. 1991-2011
Persistent link: https://www.econbiz.de/10014430197
Saved in:
84
"Choozing" the best spelling : consumer response to unconventionally spelled brand names
Costello, John P.
;
Walker, Jesse
;
Walker Reczek, Rebecca
- In:
Journal of marketing
87
(
2023
)
6
,
pp. 889-905
Persistent link: https://www.econbiz.de/10014432738
Saved in:
85
The spillover effects of positive and negative buzz on brand attitudes
Colicev, Anatoli
;
De Bruyn, Arnaud
- In:
European journal of marketing
57
(
2023
)
9
,
pp. 2382-2406
Persistent link: https://www.econbiz.de/10014448352
Saved in:
86
Athlete apparel : the impact of team brand awareness and apparel brand awareness on athletes' brands, logos, and merchandise
Williams, Antonio
;
Pedersen, Zack Paul
- In:
Sport, Business and Management : an international …
13
(
2023
)
5
,
pp. 582-600
Persistent link: https://www.econbiz.de/10014380747
Saved in:
87
Moderating impact of brand authenticity and control over ads on the effectiveness of Facebook advertising : a two-sample study
Sarfraz, Usama
;
Bano, Sobia
- In:
EuroMed journal of business
18
(
2023
)
3
,
pp. 424-440
Persistent link: https://www.econbiz.de/10014380926
Saved in:
88
"Authentic warmth in these uncertain times" : the impact of authenticity in COVID-19 advertising on brand warmth and consumer responses
Yang, Jing
;
Jiang, Mengtian
;
Kim, Taeyoung
- In:
Journal of promotion management : innovations in …
29
(
2023
)
2
,
pp. 259-279
Persistent link: https://www.econbiz.de/10013483037
Saved in:
89
Did you hear our brand is hated? : the unexpected upside of hate-acknowledging advertising for polarizing brands
Monahan, Lisa
;
Espinosa, Jennifer A.
;
Langenderfer, Jeff
; …
- In:
Journal of business research : JBR
154
(
2023
),
pp. 1-14
Persistent link: https://www.econbiz.de/10013468644
Saved in:
90
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:
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