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person:"Eisend, Martin"
~person:"Gierl, Heribert"
~type_genre:"Conference paper"
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Advertising effects
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Werbewirkung
2
Advertising
1
Brand management
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Consumer behaviour
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Cultural identity
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Ethnic discrimination
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Ethnische Diskriminierung
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attitude
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brand cooperation
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ethnic advertising
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ethnic identity
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ethnic minority
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humor
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logo design
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schema-incongruence theory
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Eisend, Martin
Gierl, Heribert
Avramova, Yana R.
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Dens, Nathalie
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International journal of advertising : the quarterly review of marketing communications
2
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ECONIS (ZBW)
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Effects of ethnic advertising on consumers of minority and majority groups : the moderating effect of humor
Rößner, Anna
;
Kämmerer, Maren
;
Eisend, Martin
- In:
International journal of advertising : the quarterly …
36
(
2017
)
1
,
pp. 190-205
Persistent link: https://www.econbiz.de/10011687912
Saved in:
2
The logo matters : the effect of the logo type on the attitude towards co-products
Heberle, Antonia
;
Gierl, Heribert
- In:
International journal of advertising : the quarterly …
36
(
2017
)
5
,
pp. 743-760
Persistent link: https://www.econbiz.de/10011799710
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