Search Results - subject:"Werbewirkungsforschung"

Location matters when advertising sustainable products : influences of conceptual metaphor and anthropomorphism

Shirai, Miyuri - In: International journal of consumer studies 49 (2025) 2, pp. 1-15

Persistent link: https://www.econbiz.de/10015333860

The effect of autonomous sensory meridian response (ASMR) messages on consumer brand perceptions and intentions

Gotsch, Mauro Luis; Gasser, Florian - In: Journal of consumer behaviour 24 (2025) 1, pp. 5-19

Persistent link: https://www.econbiz.de/10015333891

Influence of celebrity endorsements in advertisements on the purchasing intentions among higher education students

Mohan, R. - In: IIMT journal of management 2 (2025) 1, pp. 100-113

Purpose - This study explores the influence of celebrity endorsements on the purchasing intentions of higher education students. Understanding this impact is crucial as the use of celebrity endorsements in marketing continues to rise. Design/methodology/approach - A quantitative approach is...

Persistent link: https://www.econbiz.de/10015398225

Effect of preroll ad choice on brand attitude and attitude toward the viewing experience

Newton, Joshua; Newton, Fiona Joy; Wong, Jimmy; … - In: European journal of marketing 59 (2025) 4, pp. 999-1024

Persistent link: https://www.econbiz.de/10015396317

Finding the right voice : how CEO communication on the Russia-Ukraine war drives public engagement and digital activism

Hamelberg, Kedma; Ruyter, Ko de; Dolen, Willemijn M. van; … - In: Journal of public policy & marketing 44 (2025) 1, pp. 140-159

Persistent link: https://www.econbiz.de/10015147843

The effects of advertising disclosure regulations on social media : evidence from Instagram

Ershov, Daniel; Mitchell, Matthew F. - In: The Rand journal of economics 56 (2025) 1, pp. 74-90

Persistent link: https://www.econbiz.de/10015372956

Assessing the effectiveness of prosocial activism within sponsored influencer posts on product promotion

Gao, Liyu; Marder, Ben; Lacka, Ewelina; Colliander, Jonas - In: Psychology & marketing 42 (2025) 1, pp. 214-235

Persistent link: https://www.econbiz.de/10015372974

Authenticity perceptions of informational and transformational advertising : decoding the role of construal level mindset

Papadopoulou, Christina; Hultman, Magnus; Oghazi, Pejvak - In: Psychology & marketing 42 (2025) 3, pp. 817-841

Persistent link: https://www.econbiz.de/10015373260

The role of advertising in the choice between reselling and agency selling

Sigué, Simon Pierre; Gromova, Ekaterina - In: International transactions in operational research : a … 32 (2025) 4, pp. 2311-2335

Persistent link: https://www.econbiz.de/10015338362

Assessing the suitability of digital advertising formats for products from diverse business sectors : insights from experts

Zemlickienė, Vaida; Palomo-Domínguez, Isabel; … - In: Contemporary economics 19 (2025) 1, pp. 59-73

Different companies need to spread the word about products; advertising agencies need to make rational decisions, simplify decision-making, find the best alternative, and increase the reach of potential users. While demographic, geographic, etc. factors are recognized when selecting advertising...

Persistent link: https://www.econbiz.de/10015338608