//--> //--> //-->
Toggle navigation
Logout
Change account settings
EN
DE
ES
FR
A-Z
Beta
About EconBiz
News
Thesaurus (STW)
Research Skills
Help
EN
DE
ES
FR
My account
Logout
Change account settings
Login
Publications
Events
Your search terms
Search
Retain my current filters
~subject:"Brand management"
Search options
All Fields
Title
Exact title
Subject
Author
Institution
ISBN/ISSN
Published in...
Publisher
Open Access only
Advanced
Search history
My EconBiz
Favorites
Loans
Reservations
Fines
You are here:
Home
Search: subject_exact:"Comparative advertising"
Narrow search
Delete all filters
| 1 applied filter
Year of publication
From:
To:
Subject
All
Brand management
Vergleichende Werbung
155
Comparative advertising
133
Werbewirkung
61
Advertising effects
56
Werbung
47
Advertising
45
Deutschland
42
Consumer behaviour
34
Konsumentenverhalten
34
Germany
28
comparative advertising
24
USA
21
United States
21
Theorie
19
Theory
19
EU countries
18
EU-Staaten
18
Comparison
12
Vergleich
12
Advertising regulation
11
Brand image
11
Markenimage
11
Werbebeschränkung
11
Markenführung
10
Wettbewerbsrecht
10
Comparative Advertising
8
Welfare analysis
8
Wohlfahrtsanalyse
8
Competition law
7
Product quality
7
Produktqualität
7
Signalling
7
Costs
6
India
6
Indien
6
Kosten
6
Markenrecht
6
Marketing management
6
Marketingmanagement
6
more ...
less ...
Online availability
All
Undetermined
4
Type of publication
All
Article
8
Book / Working Paper
2
Type of publication (narrower categories)
All
Article in journal
8
Aufsatz in Zeitschrift
8
Hochschulschrift
2
Conference paper
1
Konferenzbeitrag
1
Thesis
1
Language
All
English
8
German
2
Author
All
Kramer, Robert
2
Bei, Lien-ti
1
Chu, Chia-hsien
1
Dianoux, Christian
1
Ehrich, Kristine R.
1
Fantapié Altobelli, Claudia
1
Herrmann, Jean-Luc
1
Jewell, Robert D.
1
Laczniak, Russell N.
1
Muehling, Darrel D.
1
Nagar, Komal
1
Nye, Carolyn White
1
Pornpitakpan, Chanthika
1
Roth, Martin S.
1
Saenger, Christina
1
Shen, Yung-cheng
1
Shimp, Terence A.
1
Srivastava, R. K.
1
Yuan, Yizhou
1
Zeitoun, Helen
1
more ...
less ...
Institution
All
Helmut-Schmidt-Universität
1
Springer Fachmedien Wiesbaden
1
Published in...
All
Asia Pacific journal of marketing and logistics
1
International journal of comparative management
1
Journal of business research : JBR
1
Journal of current issues and research in advertising : JCIRA
1
Journal of international business studies : JIBS ; an official journal of the Academy of International Business
1
Journal of international consumer marketing
1
Journal of marketing communications
1
Research
1
SpringerLink / Bücher
1
The journal of consumer marketing
1
more ...
less ...
Source
All
ECONIS (ZBW)
10
Showing
1
-
10
of
10
Sort
Relevance
Date (newest first)
Date (oldest first)
1
Will direct comparative advertising works for a leading brand? : a study of the honey market
Srivastava, R. K.
- In:
International journal of comparative management
3
(
2020
)
1/2
,
pp. 125-141
Persistent link: https://www.econbiz.de/10012251000
Saved in:
2
Vergleichende Werbung für die Positionierung neuer Marken : Untersuchung der Werbewirkung mittels Strukturgleichungsanalyse
Kramer, Robert
-
2017
Persistent link: https://www.econbiz.de/10011570378
Saved in:
3
Vergleichende Werbung für die Positionierung neuer Marken : Untersuchung der Werbewirkung mittels Strukturgleichungsanalyse
Kramer, Robert
-
2017
Positionierung neuer Marken in Konsumgütermärkten -- Forschungsstand zur vergleichenden Werbung -- Analyse der Werbewirkung vergleichender Werbung in drei Produktkategorien -- Vergleichsintensität vergleichender Werbung.
Persistent link: https://www.econbiz.de/10014018473
Saved in:
4
Effects of perceived product similarity and ad claims on brand responses in comparative advertising
Pornpitakpan, Chanthika
;
Yuan, Yizhou
- In:
Asia Pacific journal of marketing and logistics
27
(
2015
)
4
,
pp. 535-558
Persistent link: https://www.econbiz.de/10011456449
Saved in:
5
Consumers' evaluation of ad-brand congruity in comparative advertising
Nagar, Komal
- In:
Journal of international consumer marketing
27
(
2015
)
3
,
pp. 253-276
Persistent link: https://www.econbiz.de/10011306308
Saved in:
6
Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D.
;
Saenger, Christina
- In:
Journal of business research : JBR
67
(
2014
)
7
,
pp. 1559-1566
Persistent link: https://www.econbiz.de/10010379270
Saved in:
7
Consumers' responses to positive and negative comparative advertisements : the moderating effect of current brand usage
Muehling, Darrel D.
;
Laczniak, Russell N.
;
Ehrich, …
- In:
Journal of current issues and research in advertising : …
34
(
2013
)
2
,
pp. 229-246
Persistent link: https://www.econbiz.de/10009770222
Saved in:
8
Comparative advertising : citing or not the leading brand and its price
Dianoux, Christian
;
Herrmann, Jean-Luc
;
Zeitoun, Helen
- In:
The journal of consumer marketing
30
(
2013
)
4
,
pp. 345-354
Persistent link: https://www.econbiz.de/10009788904
Saved in:
9
Positioning brand extensions in comparative advertising : an assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge
Bei, Lien-ti
;
Chu, Chia-hsien
;
Shen, Yung-cheng
- In:
Journal of marketing communications
17
(
2011
)
4
,
pp. 229-244
Persistent link: https://www.econbiz.de/10009373366
Saved in:
10
Comparative advertising in markets where brands and comparative advertising are novel
Nye, Carolyn White
;
Roth, Martin S.
;
Shimp, Terence A.
- In:
Journal of international business studies : JIBS ; an …
39
(
2008
)
5
,
pp. 851-863
Persistent link: https://www.econbiz.de/10003738916
Saved in:
Results per page
10
25
50
100
250
A service of the
zbw
×
Loading...
//-->