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~subject:"Markenartikel"
~type_genre:"Article in journal"
~type_genre:"Working Paper"
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Search: subject_exact:"Werbekampagne"
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Markenartikel
Advertising planning
318
Werbeplanung
318
Advertising effects
102
Werbewirkung
102
Advertising
64
Werbung
64
USA
47
United States
47
Consumer behaviour
46
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46
Theorie
42
Theory
42
Marketing management
36
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30
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25
Werbeträger
25
Brand management
23
Deutschland
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Markenführung
23
Psychology of advertising
18
Werbepsychologie
18
Target group
17
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17
Advertising industry
15
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15
Markenimage
15
Werbewirtschaft
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13
Preismanagement
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Pricing strategy
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International marketing
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Internationales Marketing
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Großbritannien
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10
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Brunner, Christian Boris
2
Esch, Franz-Rudolf
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1
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1
Dahlén, Micael
1
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1
Folse, Judith Anne Garretson
1
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1
Gierl, Heribert
1
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1
Jean, Sylvie
1
Keh, Hean Tat
1
Koncz, Julia
1
Lafferty, Barbara A.
1
Leong, Susanna H. S.
1
Lindgreen, Adam
1
Lwin, May O.
1
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1
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1
Peng, Siqing
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Petty, Ross D.
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Pogoda, Andreas
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1
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Chambre de commerce et d'industrie de Paris
1
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Journal of advertising : official publication of the American Academy of Advertising
3
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
2
Frontiers of business research in China : selected publications from Chinese universities
1
International journal of advertising : the quarterly review of marketing communications
1
Journal of marketing theory and practice
1
Les cahiers de recherche / HEC Paris
1
Marketing : ZFP ; journal of research and management
1
Marketing : journal of research and management
1
The journal of consumer marketing
1
Ėkonomičeskij žurnal
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ECONIS (ZBW)
13
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1
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10
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13
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1
Spokescharacters
Folse, Judith Anne Garretson
;
Netemeyer, Richard G.
; …
- In:
Journal of advertising : official publication of the …
41
(
2012
)
1
,
pp. 17-32
Persistent link: https://www.econbiz.de/10009536717
Saved in:
2
Brand parody : a communication strategy to attack a competitor
Jean, Sylvie
- In:
The journal of consumer marketing
28
(
2011
)
1
,
pp. 19-26
Persistent link: https://www.econbiz.de/10009009748
Saved in:
3
Slogans : US and EU legal protection for slogans that identify and promote the brand
Petty, Ross D.
;
Leong, Susanna H. S.
;
Lwin, May O.
- In:
International journal of advertising : the quarterly …
29
(
2010
)
3
,
pp. 473-500
Persistent link: https://www.econbiz.de/10008649359
Saved in:
4
Der Einfluss von Portfolio-Werbung auf die Einstellung und das Image von Dachmarken : eine empirische Untersuchung
Esch, Franz-Rudolf
;
Brunner, Christian Boris
; …
- In:
Transfer, Werbeforschung & Praxis : Zeitschrift für …
56
(
2010
)
2
,
pp. 6-30
Persistent link: https://www.econbiz.de/10003981884
Saved in:
5
Wie erreicht man die beste Markenzuordnung?
Pogoda, Andreas
- In:
Transfer, Werbeforschung & Praxis : Zeitschrift für …
56
(
2010
)
2
,
pp. 53-57
Persistent link: https://www.econbiz.de/10003981915
Saved in:
6
Der Einfluss des Markenportfolios auf die Dachmarke durch Portfolio-Werbung : eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchit...
Brunner, Christian Boris
;
Esch, Franz-Rudolf
- In:
Marketing : ZFP ; journal of research and management
32
(
2010
)
3
,
pp. 146-163
Persistent link: https://www.econbiz.de/10008649961
Saved in:
7
Effects of advertising strategy on consumer-brand relationships : a brand love perspective
Pang, Jun
;
Keh, Hean Tat
;
Peng, Siqing
- In:
Frontiers of business research in China : selected …
3
(
2009
)
4
,
pp. 599-620
Persistent link: https://www.econbiz.de/10003923748
Saved in:
8
Portraying the cause instead of the brand in cause-related marketing ads : does it really matter?
Lafferty, Barbara A.
;
Edmondson, Diane R.
- In:
Journal of marketing theory and practice
17
(
2009
)
2
,
pp. 129-141
Persistent link: https://www.econbiz.de/10003827792
Saved in:
9
Could placing ads wrong be right? : advertising effects of thematic incongruence
Dahlén, Micael
;
Rosengren, Sara
;
Törn, Fredrik
; …
- In:
Journal of advertising : official publication of the …
37
(
2008
)
3
,
pp. 57-67
Persistent link: https://www.econbiz.de/10003766364
Saved in:
10
Projecting authenticity through advertising : consumer judgements of advertisers' claims
Beverland, Michael B.
;
Lindgreen, Adam
;
Vink, Michiel W.
- In:
Journal of advertising : official publication of the …
37
(
2008
)
1
,
pp. 5-15
Persistent link: https://www.econbiz.de/10003708152
Saved in:
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