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~subject:"Brand management"
~type_genre:"Article in journal"
~type_genre:"Non-commercial literature"
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Search: subject_exact:"Advertising strategy"
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Brand management
Advertising planning
337
Werbeplanung
337
Advertising effects
112
Werbewirkung
112
Advertising
73
Werbung
73
Consumer behaviour
51
Konsumentenverhalten
51
USA
49
United States
49
Theorie
46
Theory
46
Marketing management
37
Marketingmanagement
37
Internet marketing
32
Online-Marketing
32
Markenführung
28
Advertising media
27
Deutschland
27
Germany
27
Werbeträger
27
Target group
18
Zielgruppe
18
Brand image
17
Markenimage
17
Psychology of advertising
17
Werbepsychologie
17
Advertising industry
15
Preismanagement
15
Pricing strategy
15
Werbewirtschaft
15
Brand
13
Markenartikel
13
International marketing
12
Internationales Marketing
12
Print advertising
12
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Article in journal
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Schimmelpfennig, Christian
2
Agheshlouei, Hamed
1
Baetzgen, Andreas
1
Baumgarth, Carsten
1
Buchanan-Oliver, Margo
1
Crettez, Bertrand
1
Cruz, Angela
1
Dens, Nathalie
1
Donavan, D. Todd
1
Esch, Franz-Rudolf
1
Gatermann, Michael
1
Gierl, Heribert
1
Goertz, Susanne
1
González, Jorge
1
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1
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Jaumann, Mathias
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Jin, Hyun Seung
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1
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1
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1
Kwon, Ohyoon
1
Kyung, Hobin
1
LaTour, Kathryn A.
1
LaTour, Michael S.
1
Langer, Thomas
1
Maehle, Natalia
1
Meyer, Frederik
1
Nelson, Teresa
1
Nguyen, Tho D.
1
Nguyen, Trang T. M.
1
Nikabadi, Mohsen Shafiei
1
Pelsmacker, Patrick de
1
Peter, Christina
1
Ponzi, Milan
1
Popova, Ekaterina Aleksandrovna
1
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Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
4
Journal of advertising research
3
Akzente
1
Creativity and innovation management
1
European journal of marketing : EJM
1
Health marketing quarterly
1
International journal of advertising : the quarterly review of marketing communications
1
International journal of business and globalisation : IJBG
1
International journal of production economics
1
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
1
Jahrbuch der Absatz- und Verbrauchsforschung
1
Journal of advertising : official publication of the American Academy of Advertising
1
Journal of food products marketing
1
Journal of global marketing
1
Journal of international business studies : JIBS ; an official journal of the Academy of International Business
1
Journal of international consumer marketing
1
Journal of marketing
1
Journal of marketing communications
1
Journal of promotion management : JPM
1
Journal of relationship marketing : innovations & enhancements for customer service, relations & satisfaction
1
Marketing : ZFP ; journal of research and management
1
Wissenschaftliche Arbeitspapiere / F / Center of Market-Oriented Product and Production Management
1
Ėkonomičeskij žurnal
1
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ECONIS (ZBW)
28
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1
Advertising strategies for brand image repair : the effectiveness of advertising alliances
Maehle, Natalia
;
Supphellen, Magne
- In:
Journal of marketing communications
21
(
2015
)
6
,
pp. 450-462
Persistent link: https://www.econbiz.de/10011518852
Saved in:
2
The use of different endorser types in advertising : a content analysis of magazine advertisements
Schimmelpfennig, Christian
- In:
Journal of global marketing
32
(
2019
)
3
,
pp. 139-153
Persistent link: https://www.econbiz.de/10012201019
Saved in:
3
Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity
Guitart, Ivan A.
;
González, Jorge
;
Stremersch, Stefan
- In:
International journal of research in marketing : IJRM ; …
35
(
2018
)
3
,
pp. 471-489
Persistent link: https://www.econbiz.de/10011943264
Saved in:
4
Brand imitation: a dynamic-game approach
Crettez, Bertrand
;
Hayek, Naila
;
Zaccour, Georges
- In:
International journal of production economics
205
(
2018
),
pp. 139-155
Persistent link: https://www.econbiz.de/10011931420
Saved in:
5
Who is the celebrity endorser? : a content analysis of celebrity endorsements
Schimmelpfennig, Christian
- In:
Journal of international consumer marketing
30
(
2018
)
4
,
pp. 220-234
Persistent link: https://www.econbiz.de/10011965973
Saved in:
6
The risk of omitting warmth or competence information in ads : advertising strategies for hedonic and utilitarian brand types
Peter, Christina
;
Ponzi, Milan
- In:
Journal of advertising research
58
(
2018
)
4
,
pp. 423-432
Persistent link: https://www.econbiz.de/10011966603
Saved in:
7
Role of advertising and promotion in brand equity creation
Nikabadi, Mohsen Shafiei
;
Safui, Morteza Akbarzadeh
; …
- In:
Journal of promotion management : JPM
21
(
2015
)
1
,
pp. 13-32
Persistent link: https://www.econbiz.de/10011304633
Saved in:
8
Recruitment ad analysis offers new opportunities to attract GPs to short-staffed practices
Hemphill, Elizabeth
;
Kulik, Carol T.
- In:
Health marketing quarterly
30
(
2013
)
2
,
pp. 144-161
Persistent link: https://www.econbiz.de/10009767251
Saved in:
9
The China puzzle : the powerful impact of strategic thinking in the world's fastest growing advertising market
In:
Journal of advertising research
51
(
2011
)
4
,
pp. 634-642
Persistent link: https://www.econbiz.de/10009502565
Saved in:
10
The effects of spokes-characters' personalities of food products on source credibility
Kyung, Hobin
;
Kwon, Ohyoon
;
Sung, Yongjun
- In:
Journal of food products marketing
17
(
2011
)
1
,
pp. 65-78
Persistent link: https://www.econbiz.de/10008907897
Saved in:
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