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Advertising effects
49
Werbewirkung
49
Consumer behaviour
22
Konsumentenverhalten
22
Advertising
15
Werbung
15
Brand management
14
Markenführung
14
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Gierl, Heribert
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7
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Germelmann, Claas Christian
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Marketing : ZFP ; journal of research and management
Journal of advertising research
263
Journal of advertising : official publication of the American Academy of Advertising
236
International journal of advertising : the quarterly review of marketing communications
214
Journal of business research : JBR
201
Journal of marketing communications
186
International journal of advertising : the review of marketing communications
184
Psychology & marketing
117
Journal of promotion management : JPM
116
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
SpringerLink / Bücher
49
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
Asia Pacific journal of marketing and logistics
34
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
34
Journal of global marketing
33
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
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
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ECONIS (ZBW)
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1
Determinants of consumer attitudes toward prosocial products : a focus on the communication of love (vs. pride, hope, and compassion) within advertisements
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
45
(
2023
)
1
,
pp. 4-29
Persistent link: https://www.econbiz.de/10014280965
Saved in:
2
Effect of the information about the use and non-use of photoshopping of female ad models on brand attitudes of young female consumers
Pappenheim, Christina
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
45
(
2023
)
3
,
pp. 4-37
Persistent link: https://www.econbiz.de/10014340546
Saved in:
3
Effects of acoustic stimuli complementing out-of-home advertising
Wagner, Udo
;
Ruhm, Roland
- In:
Marketing : ZFP ; journal of research and management
44
(
2022
)
1
,
pp. 23-36
Persistent link: https://www.econbiz.de/10013443631
Saved in:
4
Emotions make your narrative fly : the effect of strength of emotions on the effectiveness of narrative advertising
Spies, Marie
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
44
(
2022
)
4
,
pp. 22-52
Persistent link: https://www.econbiz.de/10013473080
Saved in:
5
Emoji your story : the advertising effectiveness of emoji-based narratives
Haltmayer, Vanessa
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
43
(
2021
)
1/2
,
pp. 67-94
Persistent link: https://www.econbiz.de/10012600964
Saved in:
6
Effectiveness of animal images in advertising
Keller, Barbara
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
42
(
2020
)
1
,
pp. 3-32
Persistent link: https://www.econbiz.de/10012287520
Saved in:
7
When less is more : there must be a comprehensible reason for using incompleteness in advertisements to improve brand attitude
Heberle, Antonia
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
42
(
2020
)
3
,
pp. 8-36
Persistent link: https://www.econbiz.de/10012389100
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8
Too sexy for the price? : the effectiveness of erotic advertising depending on the brand's price level
Thomas, Stefan
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
41
(
2019
)
2
,
pp. 4-20
Persistent link: https://www.econbiz.de/10012003359
Saved in:
9
Are slim models doing better? : advertising effect of model body size
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
41
(
2019
)
3
,
pp. 3-32
Persistent link: https://www.econbiz.de/10012062391
Saved in:
10
When brand representatives act as sales associates : mechanisms and effects of native selling and its disclosure
Held, Johanna
;
Stieler, Maximilian
;
Germelmann, Claas …
- In:
Marketing : ZFP ; journal of research and management
39
(
2017
)
1
,
pp. 44-57
Persistent link: https://www.econbiz.de/10011780852
Saved in:
11
The effects of message framing and ad credibility on health risk perception
Heideker, Silvia
;
Steul-Fischer, Martina
- In:
Marketing : ZFP ; journal of research and management
39
(
2017
)
2
,
pp. 49-64
Persistent link: https://www.econbiz.de/10011780884
Saved in:
12
Measuring marketing success : estimating the effect of social media and TV advertising on brand attention
Guhl, Daniel
;
Winkler von Mohrenfels, Hannah
;
Abshagen, …
- In:
Marketing : ZFP ; journal of research and management
38
(
2016
)
1
,
pp. 44-54
Persistent link: https://www.econbiz.de/10011566842
Saved in:
13
Play, flow and buy? : influence of players' experiences on consumption-relevant behaviour
Steffen, Celina
;
Schramm-Klein, Hanna
;
Mau, Gunnar
- In:
Marketing : ZFP ; journal of research and management
37
(
2015
)
4
,
pp. 188-200
Persistent link: https://www.econbiz.de/10011561016
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14
Too hot or not? : consumer responses to different levels of eroticism in advertisements depending on consumer and model gender
Thomas, Stefan
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
37
(
2015
)
1
,
pp. 24-41
Persistent link: https://www.econbiz.de/10010513966
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15
Using the body-sphere approach to predict the effectiveness of similar and attractive models shown in advertisements
Bombe, Sandra
- In:
Marketing : ZFP ; journal of research and management
36
(
2014
)
3
,
pp. 203-214
Persistent link: https://www.econbiz.de/10010394608
Saved in:
16
Sponsor response strategies for avoiding negative brand image effects in a sponsorship crisis : the comparative efficacy of apology, denial and no comment
Uhrich, Sebastian
;
Flöter, Thomas
- In:
Marketing : ZFP ; journal of research and management
36
(
2014
)
4
,
pp. 257-266
Persistent link: https://www.econbiz.de/10010438085
Saved in:
17
Can advertising compensate the detrimental effects of negative online product reviews?
Bambauer-Sachse, Silke
;
Mangold, Sabrina
- In:
Marketing : ZFP ; journal of research and management
36
(
2014
)
4
,
pp. 240-256
Persistent link: https://www.econbiz.de/10010438087
Saved in:
18
The omnichannel luxury retail experience : building mobile trust and technology acceptance of quick response (QR) codes
Lawry, Charles Aaron
;
Choi, Laee
- In:
Marketing : ZFP ; journal of research and management
35
(
2013
)
2
,
pp. 144-152
Persistent link: https://www.econbiz.de/10009750429
Saved in:
19
Eine experimentelle Studie zur Wirkung von Videos im E-Mail-Marketing auf ausgewählte Konstrukte des Konsumentenverhaltens
Hampel, Stefan
;
Hammon, Larissa
;
Hippner, Hajo
- In:
Marketing : ZFP ; journal of research and management
35
(
2013
)
1
,
pp. 58-71
Persistent link: https://www.econbiz.de/10009727079
Saved in:
20
Nostalgia, autobiographical memories and brand communication : a semiotic analysis
Kessous, Aurélie
;
Roux, Elyette
- In:
Marketing : ZFP ; journal of research and management
35
(
2013
)
1
,
pp. 50-57
Persistent link: https://www.econbiz.de/10009727081
Saved in:
21
"On transit" : changes of role identity and consumer-brand relationships during transition from student to professional life
Hemetsberger, Andrea
;
Bauer, Martina
;
Wallpach, Sylvia von
- In:
Marketing : ZFP ; journal of research and management
35
(
2013
)
1
,
pp. 40-49
Persistent link: https://www.econbiz.de/10009727082
Saved in:
22
"BFF" : Best Facebook Forever? ; the impact of social media attachment on the attitude towards brand presence on Facebook
Helme-Guizon, Agnès
;
Caldara, Cindy
;
Raı̈es, Karine
- In:
Marketing : ZFP ; journal of research and management
35
(
2013
)
1
,
pp. 32-39
Persistent link: https://www.econbiz.de/10009727084
Saved in:
23
At what age and how does understanding of product placement develop?
Grohs, Reinhard
;
Reisinger, Heribert
;
Wolfsteiner, Elisabeth
- In:
Marketing : ZFP ; journal of research and management
35
(
2013
)
1
,
pp. 22-31
Persistent link: https://www.econbiz.de/10009727086
Saved in:
24
How does self-referencing affect product evaluations? : a comparison of three models
Gierl, Heribert
;
Bombe, Sandra
- In:
Marketing : ZFP ; journal of research and management
34
(
2012
)
2
,
pp. 124-139
Persistent link: https://www.econbiz.de/10009554426
Saved in:
25
Wirkung emotionaler Inhalte in Viraler Markenkommunikation auf Einstellung und Weiterleitungsverhalten in Interaktion mit Markenstärke und medialer Rezeption
Esch, Franz-Rudolf
;
Stenger, Daniel
;
Gawlowski, Dominika
- In:
Marketing : ZFP ; journal of research and management
34
(
2012
)
3
,
pp. 179-195
Persistent link: https://www.econbiz.de/10009626278
Saved in:
26
Facetten der Kongruenz : persönlichkeitsbasierte Ähnlichkeiten von Marke und Testimonial als Determinanten wahrgenommener Passung und Kaufwahrscheinlichkeit
Spörrle, Matthias
;
Bekk, Magdalena
;
Felser, Georg
- In:
Marketing : ZFP ; journal of research and management
32
(
2010
)
3
,
pp. 180-194
Persistent link: https://www.econbiz.de/10008649959
Saved in:
27
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:
28
Ist der Einfluss von Perceptual Fluency-Manipulationen auf Einstellungen zu Produkten immer positiv? : die moderierende Rolle der Produktvalenz
Gierl, Heribert
;
Schweidler, Janine
- In:
Marketing : ZFP ; journal of research and management
32
(
2010
)
1
,
pp. 19-38
Persistent link: https://www.econbiz.de/10003954041
Saved in:
29
Helden der Werbung? : eine Untersuchung der Relevanz von Werbefiguren für das Konsumentenverhalten
Huber, Frank
;
Vollhardt, Kai
;
Meyer, Frederik
- In:
Marketing : ZFP ; journal of research and management
31
(
2009
)
3
,
pp. 183-196
Persistent link: https://www.econbiz.de/10003875532
Saved in:
30
Die asymmetrische Wirkung eines Akzents in der Werbung
Mai, Robert
;
Hoffmann, Stefan
;
Müller, Stefan
- In:
Marketing : ZFP ; journal of research and management
31
(
2009
)
4
,
pp. 255-265
Persistent link: https://www.econbiz.de/10003908008
Saved in:
31
Die systematische Bestimmung von Mindeststichprobenumfängen bei quantitativen Werbewirkungstests im Direktmarketing
Barth, Wolfgang
;
Bomsdorf, Eckart
;
Kaletsch, Uwe
; …
- In:
Marketing : ZFP ; journal of research and management
30
(
2008
)
2
,
pp. 69-76
Persistent link: https://www.econbiz.de/10003708983
Saved in:
32
Wirkung von Markenemotionen : Neuromarketing als neuer verhaltenswissenschaftlicher Zugang
Esch, Franz-Rudolf
;
Möll, Thorsten
;
Elger, Christian Erich
- In:
Marketing : ZFP ; journal of research and management
30
(
2008
)
2
,
pp. 109-127
Persistent link: https://www.econbiz.de/10003709012
Saved in:
33
Integration von Duftstoffen in die Kommunikation zur Stärkung von Effektivität und Effizienz des Markenaufbaus
Esch, Franz-Rudolf
;
Rempel, Jan Eric
- In:
Marketing : ZFP ; journal of research and management
29
(
2007
)
3
,
pp. 145-162
Persistent link: https://www.econbiz.de/10003522852
Saved in:
34
Wenn doppelt (nicht) besser hält : kann die Wirkung von positiven Medienberichten über eine Marke durch Werbung verstärkt werden?
Germelmann, Claas Christian
;
Gröppel-Klein, Andrea
- In:
Marketing : ZFP ; journal of research and management
29
(
2007
)
4
,
pp. 217-232
Persistent link: https://www.econbiz.de/10003585067
Saved in:
35
Wirkung interaktiver Markenauftritte im Internet : theoretische Grundlagen und empirische Ergebnisse
Esch, Franz-Rudolf
;
Kiss, Greg
- In:
Marketing : ZFP ; journal of research and management
28
(
2006
)
2
,
pp. 99-115
Persistent link: https://www.econbiz.de/10003318527
Saved in:
36
Der Einfluss der Medien auf die Wirkung emotionaler Werbung : wirkt emotionale Internetwerbung ähnlich wie emotionale Printwerbung? ; Ein internationaler Vergleich in zwei Ländern...
Diehl, Sandra
;
Terlutter, Ralf
- In:
Marketing : ZFP ; journal of research and management
28
(
2006
)
3
,
pp. 155-168
Persistent link: https://www.econbiz.de/10003369181
Saved in:
37
Wirkung von Multimedialität bei Markenauftritten im Internet : theoretische Grundlagen und empirische Erkenntnisse
Esch, Franz-Rudolf
;
Hardiman, Marco
- In:
Marketing : ZFP ; journal of research and management
28
(
2006
)
1
,
pp. 21-37
Persistent link: https://www.econbiz.de/10003285249
Saved in:
38
Die Analyse langfristiger Werbewirkung : eine Anwendung der Multigruppenanalyse am Beispiel der Werbeeinstellung bei FMCGs
Klapper, Daniel
;
Schlichthorst, Marisa
;
Schnell, Claudine
- In:
Marketing : ZFP ; journal of research and management
28
(
2006
)
4
,
pp. 219-235
Persistent link: https://www.econbiz.de/10003391516
Saved in:
39
Wirkung von streaming Media-Werbung
Silberer, Günter
;
Engelhardt, Jan-Frederik
;
Deiters, …
- In:
Marketing : ZFP ; journal of research and management
27
(
2005
)
1
,
pp. 7-23
Persistent link: https://www.econbiz.de/10002571146
Saved in:
40
Integriertes Branding neuer Marken : Techniken zur wirkungsvollen Verknüpfung von Markenname, Markenbild und Produkt
Langner, Tobias
;
Esch, Franz-Rudolf
- In:
Marketing : ZFP ; journal of research and management
26
(
2004
)
1
,
pp. 7-23
Persistent link: https://www.econbiz.de/10001925639
Saved in:
41
Werbewirkung von Website-Elementen
Gierl, Heribert
;
Bambauer, Silke
- In:
Marketing : ZFP ; journal of research and management
26
(
2004
)
1
,
pp. 55-70
Persistent link: https://www.econbiz.de/10001925683
Saved in:
42
Wirkungen von Drehbanden als innovative Form der Bandenwerbung
Sander, Matthias
- In:
Marketing : ZFP ; journal of research and management
26
(
2004
)
3
,
pp. 199-213
Persistent link: https://www.econbiz.de/10002177932
Saved in:
43
Die Eignung des Flow-Ansatzes zur Wirkungsanalyse von Marketing-Events
Drengner, Jan
;
Zanger, Cornelia
- In:
Marketing : ZFP ; journal of research and management
25
(
2003
)
1
,
pp. 25-34
Persistent link: https://www.econbiz.de/10001737961
Saved in:
44
Determinanten der Wirkung von Online-Markenkommunikation
Bauer, Hans H.
;
Mäder, Ralf
;
Fischer, Christian
- In:
Marketing : ZFP ; journal of research and management
25
(
2003
)
4
,
pp. 227-241
Persistent link: https://www.econbiz.de/10001825854
Saved in:
45
Repräsentativitätsheuristic und Werbewirkung : die Bedeutung von ratings und Performance-Charts in der Werbung für Investmentsfonds
Jordan, Jenny
- In:
Marketing : ZFP ; journal of research and management
25
(
2003
)
4
,
pp. 273-288
Persistent link: https://www.econbiz.de/10001825888
Saved in:
46
Internetspiele als Marketinginstrument für Low-Involvement-Produkte
Bauer, Hans H.
;
Grether, Mark
;
Sattler, Corinna
- In:
Marketing : ZFP ; journal of research and management
24
(
2002
)
4
,
pp. 265-276
Persistent link: https://www.econbiz.de/10001726863
Saved in:
47
Stimmung und Werbewirkung
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
24
(
2002
)
3
,
pp. 163-179
Persistent link: https://www.econbiz.de/10001696516
Saved in:
48
Die wahrgenommene Dynamik des Kommunikators und Einstellungen der Rezipienten
Gierl, Heribert
;
Praxmarer-Carus, Sandra
- In:
Marketing : ZFP ; journal of research and management
23
(
2001
)
4
,
pp. 236-251
Persistent link: https://www.econbiz.de/10001655215
Saved in:
49
Werbewirkung auf dem Prüfstand : Konsequenzen aus der Kaufentscheidungsforschung, Gedächtnisforschung und Sozialpsychologie für das Werbemittel-Pretesting
Kasprik, Rainald
- In:
Marketing : ZFP ; journal of research and management
16
(
1994
)
4
,
pp. 247-256
Persistent link: https://www.econbiz.de/10001173599
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