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~accessRights:"restricted"
~language:"eng"
~subject:"Werbewirkung"
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Search: subject:"Markenpolitik"
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Werbewirkung
Brand management
6,183
Markenführung
6,183
Consumer behaviour
3,847
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3,847
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3,429
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3,426
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2,365
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2,319
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1,359
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1,359
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1,067
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1,067
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914
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906
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568
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530
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530
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494
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494
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366
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352
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Dens, Nathalie
8
Pelsmacker, Patrick de
8
Srivastava, R. K.
6
Vashisht, Devika
6
Hayes, Jameson L.
5
Ko, Eunju
5
Septianto, Felix
5
Sreejesh, S.
5
Baxter, Stacey M.
4
Chen, Huan
4
Cohen, Justin
4
Kulczynski, Alicia
4
Matthes, Jörg
4
Romaniuk, Jenni
4
Stephen, Gladys
4
Torres, Ivonne M.
4
Zúñiga, Miguel Ángel
4
Avramova, Yana R.
3
Bellman, Steven
3
Faulkner, Margaret
3
Fazli-Salehi, Reza
3
Foroudi, Pantea
3
Gierl, Heribert
3
Gilal, Faheem Gul
3
Gilal, Naeem Gul
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Gilal, Rukhsana Gul
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Hudders, Liselot
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Jang, Soocheong
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Jublee, Daniel Inbaraj
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Kim, Dong Hoo
3
King, Karen Whitehill
3
Knoll, Johannes
3
Loureiro, Sandra Maria Correia
3
Madadi, Rozbeh
3
Naderer, Brigitte
3
Nguyen, Cathy
3
Pauwels, Koen
3
Pradhan, Debasis
3
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Journal of business research : JBR
44
International journal of advertising : the review of marketing communications
38
Journal of marketing communications
30
The journal of product & brand management
27
International journal of advertising : the quarterly review of marketing communications
24
International journal of internet marketing and advertising : IJIMA
18
Journal of promotion management : innovations in planning and applied research
17
The journal of brand management : an international journal
16
Journal of retailing and consumer services
15
Psychology & marketing
12
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
11
Marketing letters : a journal of research in marketing
10
Journal of advertising research
9
Journal of promotion management : JPM
9
Marketing intelligence & planning
9
Asia Pacific journal of marketing and logistics
8
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
8
International journal of hospitality management
7
International journal of sports marketing & sponsorship
6
Journal of marketing management : JMM ; journal of the Academy of Marketing
6
Journal of the Academy of Marketing Science
6
European journal of marketing
5
Journal of current issues and research in advertising
5
Journal of global marketing
5
Journal of hospitality marketing & management
5
Journal of marketing
5
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
5
European journal of marketing : EJM
4
Global business review
4
International journal of consumer studies
4
International journal of market research
4
Journal of global fashion marketing : JGfM
4
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
4
Journal of media business studies
4
Journal of strategic marketing
4
Sport marketing quarterly : preferred journal of the Sport Marketing Association
4
The journal of consumer marketing
4
Young consumers : insight and ideas for responsible marketers
4
Australasian marketing journal : AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC)
3
International journal of contemporary hospitality management
3
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ECONIS (ZBW)
569
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1
How best to advertise low-fit brand extensions : a construal level theory perspective
Saeed, Muhammad Rashid
;
Lee, Richard
;
Lockshin, Lawrence S.
- In:
Journal of consumer marketing
41
(
2024
)
1
,
pp. 94-109
Persistent link: https://www.econbiz.de/10014471245
Saved in:
2
When are vivid hotel photos effective? : the moderating effects of resource scarcity and brand level
Kim, Heewon
;
Hwang, Yoo Hee
;
Gim, Jaehee
;
Cheng, Yuqiao
- In:
International journal of hospitality management
116
(
2024
),
pp. 1-9
Persistent link: https://www.econbiz.de/10014457796
Saved in:
3
Mere copycat? : the effects of human versus human-like virtual influencers on brand endorsement effectiveness : a moderated serial-mediation model
Qi, Zhou
;
Li, Bin
;
Li, Huajun
;
Lei, Yueqiu
- In:
Journal of retailing and consumer services
76
(
2024
),
pp. 1-15
Persistent link: https://www.econbiz.de/10014460856
Saved in:
4
The impact of brand attribution for an innovative sports product introduced on the fitness market in France
Mischler, Sarah
;
Pichot, Lilian
- In:
International journal of sports marketing & sponsorship
25
(
2024
)
1
,
pp. 109-124
Persistent link: https://www.econbiz.de/10014504952
Saved in:
5
Effects of brand spokes-characters with personal and historical nostalgia on brand attitude : evidence from Generation Z consumers in China
Jiang, Huanshu
;
Ge, Jiaoju
;
Yao, Jie
- In:
Asia Pacific journal of marketing and logistics
36
(
2024
)
1
,
pp. 185-205
Persistent link: https://www.econbiz.de/10014486676
Saved in:
6
Flatness promotes modernity : logo flatness and consumers' perception of brand image
Peng, Luluo
;
Wei, Yuting
;
Zhang, Xiaodan
;
Wang, Danping
- In:
Asia Pacific journal of marketing and logistics
36
(
2024
)
2
,
pp. 315-333
Persistent link: https://www.econbiz.de/10014486716
Saved in:
7
Brand communications during a global crisis : understanding persuasion intent, perceived brand opportunism and message sincerity
Ryu, Sann
- In:
The journal of product & brand management
33
(
2024
)
1
,
pp. 162-178
Persistent link: https://www.econbiz.de/10014485726
Saved in:
8
Telling more or less? : the impact of blank-leaving narrative style on story immersion and brand attitude
Fan, Chao
;
Jiang, Feng
;
Yu, Mingzhe
;
Tao, Xiaobo
- In:
The journal of product & brand management
33
(
2024
)
2
,
pp. 181-191
Persistent link: https://www.econbiz.de/10014486325
Saved in:
9
Coincidental brand origins influence persuasion based on need for cognition
Cheng, Yimin
;
Orazi, Davide Christian
- In:
European journal of marketing
58
(
2024
)
1
,
pp. 255-289
Persistent link: https://www.econbiz.de/10014466301
Saved in:
10
Examining the effects of Facebook's personalized advertisements on brand love
Tran, Trang
;
Blanchflower, Tiffany M.
;
Lin, Chien-Wei
- In:
Journal of marketing theory and practice : JMTP
32
(
2024
)
1
,
pp. 61-80
Persistent link: https://www.econbiz.de/10014447780
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