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~subject:"Werbewirkung"
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Werbewirkung
Markenführung
6,546
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6,543
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3,885
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3,884
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3,512
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1,070
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Dens, Nathalie
8
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6
Vashisht, Devika
6
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5
Ko, Eunju
5
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5
Sreejesh, S.
5
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4
Baxter, Stacey M.
4
Chen, Huan
4
Cohen, Justin
4
Kulczynski, Alicia
4
Matthes, Jörg
4
Romaniuk, Jenni
4
Stephen, Gladys
4
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3
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3
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3
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3
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3
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3
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3
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Naderer, Brigitte
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Nguyen, Cathy
3
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3
Pradhan, Debasis
3
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3
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Journal of business research : JBR
44
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27
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24
SpringerLink / Bücher
19
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
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Journal of advertising research
9
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Asia Pacific journal of marketing and logistics
8
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
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8
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7
International journal of sports marketing & sponsorship
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6
Journal of the Academy of Marketing Science
6
European journal of marketing
5
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5
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5
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5
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5
European journal of marketing : EJM
4
Global business review
4
Innovatives Markenmanagement
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 research in interactive marketing : interactive marketing and computer-mediated communication
4
Journal of strategic marketing
4
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ECONIS (ZBW)
597
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597
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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
Consumer responses to elements of visual esthetics on a brand’s instagram page
Permell, Solange Renée
;
Pacheco, Barney G.
- In:
Journal of promotion management : innovations in …
30
(
2024
)
4
,
pp. 583-614
Persistent link: https://www.econbiz.de/10014513565
Saved in:
6
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:
7
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:
8
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:
9
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:
10
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
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