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Search: subject_exact:"Werbewirkung"
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Werbewirkung
5,693
Advertising effects
5,677
Konsumentenverhalten
2,794
Consumer behaviour
2,793
Advertising
2,750
Werbung
2,721
Online-Marketing
1,563
Internet marketing
1,562
Markenführung
914
Brand management
913
Brand image
820
Markenimage
820
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524
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524
USA
505
United States
504
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424
Markenartikel
415
Emotion
385
Celebrity endorsement
365
Celebrity-Werbung
365
Marketingmanagement
323
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322
advertising
319
Fernsehwerbung
280
Television advertising
280
Psychology of advertising
277
Werbepsychologie
277
Target group
276
Zielgruppe
276
Viral marketing
221
Virales Marketing
221
Experiment
215
Product Placement
206
Product placement
206
Perception
195
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194
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Kinder
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274
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5,052
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5,321
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367
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4
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Gierl, Heribert
54
Pelsmacker, Patrick de
53
Dens, Nathalie
31
Esch, Franz-Rudolf
30
Eisend, Martin
26
Diehl, Sandra
22
Taylor, Charles Raymond
22
Septianto, Felix
21
Reijmersdal, Eva A. van
20
Terlutter, Ralf
20
Bellman, Steven
18
Chang, Chingching
18
Yoon, Hye Jin
18
Yoon, Sukki
18
Dahlén, Micael
17
Hudders, Liselot
17
Mueller, Barbara
17
Stafford, Marla Royne
17
Matthes, Jörg
16
Romaniuk, Jenni
16
Smit, Edith G.
16
Torres, Ivonne M.
16
Chan, Kara
15
Muehling, Darrel D.
15
Phau, Ian
15
Rosengren, Sara
15
Roy, Subhadip
15
Varan, Duane
15
Tucker, Catherine
14
Choi, Yung Kyun
13
Ilicic, Jasmina
13
Kaiser, Harry M.
13
Kennedy, Rachel
13
Pauwels, Koen
13
Rozendaal, Esther
13
Wilbur, Kenneth C.
13
Wilson, Rick T.
13
Bakir, Aysen
12
Bergkvist, Lars
12
Cauberghe, Verolien
12
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Anheuser-Busch, Inc.
1
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Journal of advertising research
259
Journal of advertising : official publication of the American Academy of Advertising
231
International journal of advertising : the quarterly review of marketing communications
212
Journal of business research : JBR
201
Journal of marketing communications
185
International journal of advertising : the review of marketing communications
183
Psychology & marketing
121
Journal of promotion management : JPM
114
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
91
Journal of retailing and consumer services
85
Journal of promotion management : innovations in planning and applied research
81
European journal of marketing : EJM
69
International journal of internet marketing and advertising : IJIMA
65
Journal of marketing research : JMR
63
Marketing letters : a journal of research in marketing
60
Journal of current issues and research in advertising : JCIRA
59
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
51
Health marketing quarterly
49
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
49
Marketing : ZFP ; journal of research and management
49
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
43
The journal of product & brand management
38
Journal of current issues and research in advertising
37
Young consumers : insight and ideas for responsible marketers
36
International journal of hospitality management
35
Journal of marketing
35
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
34
Asia Pacific journal of marketing and logistics
33
Journal of global marketing
33
Management science : journal of the Institute for Operations Research and the Management Sciences
32
The journal of consumer marketing
32
Journal of consumer research : JCR ; an interdisciplinary bimonthly
31
Journal of international consumer marketing
31
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
30
Advertising and communication : proceedings 4th International Conference on Research in Advertising (ICORIA), Saarland University, June 2 - 4, 2005, Saarbruecken
29
International journal of sports marketing & sponsorship
29
The journal of brand management : an international journal
29
Journal of the Academy of Marketing Science
28
Marketing intelligence & planning
28
Journal of marketing management : MM
26
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ECONIS (ZBW)
5,690
EconStor
2
OLC EcoSci
1
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11
Ban targeted advertising? : an empirical investigation of the consequences for app development
Foerderer, Jens
- In:
Management science : journal of the Institute for …
70
(
2024
)
2
,
pp. 1070-1092
Persistent link: https://www.econbiz.de/10014513902
Saved in:
12
The mood effect : how mood, disclosure language and ad skepticism influence the effectiveness of native advertising
Wen, Taylor Jing
;
Wu, Linwan
;
Dodoo, Naa Amponsah
;
Kim, E.
- In:
Journal of consumer behaviour
22
(
2023
)
5
,
pp. 1296-1308
Persistent link: https://www.econbiz.de/10014368268
Saved in:
13
Brand blunders and race in advertising : issues, implications, and potential actions from a macromarketing perspective
Yoon, Hyunsun
;
Kelly, Aidan J.
- In:
Journal of macromarketing
43
(
2023
)
3
,
pp. 403-417
Persistent link: https://www.econbiz.de/10014368396
Saved in:
14
The boundaries of a small company’s human voice : insights into dark humour in internet recruitment advertising
Oikarinen, Eeva-Liisa
- In:
Corporate reputation review
26
(
2023
)
3
,
pp. 223-241
Persistent link: https://www.econbiz.de/10014327311
Saved in:
15
Towards sustainable development : coupling green marketing strategies and consumer perceptions in addressing greenwashing
Ur Rahman, Saleem
;
Bang Nguyen Viet
- In:
Business strategy and the environment
32
(
2023
)
4
,
pp. 2420-2433
Persistent link: https://www.econbiz.de/10014328946
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16
Effectiveness of sponsoring the video assistant referee system : a comparative exploratory study
Santos, Manuel Alonso dos
;
Sánchez-Franco, Manuel J.
; …
- In:
International journal of sports marketing & sponsorship
24
(
2023
)
2
,
pp. 221-240
Persistent link: https://www.econbiz.de/10014331362
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17
Creating persuasive health messages on social media : effects of humor and perceived efficacy on health attitudes and intentions
Wang, Tianjiao
;
Pavelko, Rachelle
- In:
Health marketing quarterly
40
(
2023
)
3
,
pp. 326-346
Persistent link: https://www.econbiz.de/10014333920
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18
Marvelous advertising returns? : a meta-analysis of advertising elasticities in the entertainment industry
Schöndeling, Andrea
;
Burmester, Alexa B.
;
Edeling, …
- In:
Journal of the Academy of Marketing Science
51
(
2023
)
5
,
pp. 1019-1045
Persistent link: https://www.econbiz.de/10014336048
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19
Programmatic advertising in online retailing : consumer perceptions and future avenues
Ciuchita, Robert
;
Gummerus, Johanna Katariina
; …
- In:
Journal of service management
34
(
2023
)
2
,
pp. 231-255
Persistent link: https://www.econbiz.de/10014337950
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20
The application of neuromarketing tools in communication research : a comprehensive review of trends
Casado-Aranda, Luis-Alberto
;
Sánchez-Fernández, Juan
; …
- In:
Psychology & marketing
40
(
2023
)
9
,
pp. 1737-1756
Persistent link: https://www.econbiz.de/10014338321
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