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Brand
39
Markenartikel
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12
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12
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12
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Journal of advertising research
The journal of brand management : an international journal
281
Journal of business research : JBR
264
The journal of product & brand management
198
Journal of retailing and consumer services
164
Psychology & marketing
74
European journal of marketing : EJM
68
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
65
SpringerLink / Bücher
59
Asia Pacific journal of marketing and logistics
47
Journal of marketing
44
Marketing letters : a journal of research in marketing
42
Marketing intelligence & planning
38
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
38
The journal of consumer marketing
38
Journal of fashion marketing and management
36
Journal of consumer research : JCR ; an interdisciplinary bimonthly
35
Journal of marketing communications
35
Marketing : ZFP ; journal of research and management
34
International journal of hospitality management
31
International journal of market research : JMRS ; the journal of the Market Research Society
31
Journal of international consumer marketing
31
Business horizons
29
Industrial marketing management : the international journal for industrial and high-tech firms
29
Journal of marketing management : JMM ; journal of the Academy of Marketing
29
Journal of promotion management : JPM
29
Journal of the Academy of Marketing Science
29
International journal of advertising : the quarterly review of marketing communications
28
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
28
Journal of marketing management : MM
28
Journal of strategic marketing
28
Brands and branding
27
European journal of marketing
27
Journal of promotion management : innovations in planning and applied research
25
The IUP journal of brand management : IJBRM
25
International journal of consumer studies
24
International marketing review
24
Journal of global marketing
24
Journal of retailing
24
Journal of international marketing
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ECONIS (ZBW)
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1
Purpose advertising and the credibility gap : how consumers respond to established versus emergent brand activist messaging
Milfeld, Tyler
;
Haley, Eric John
- In:
Journal of advertising research
64
(
2024
)
1
,
pp. 59-79
Persistent link: https://www.econbiz.de/10014507681
Saved in:
2
Does childhood exposure to a brand improve brand name recognition? : comparing age-of-acquisition effects with ongoing brand exposure and experience
Phua, Peilin
;
Page, Bill
;
Trinh, Giang
;
Hartnett, Nicole
; …
- In:
Journal of advertising research
63
(
2023
)
4
,
pp. 370-383
Persistent link: https://www.econbiz.de/10014445902
Saved in:
3
Who needs highly creative advertising? : how brand familiarity moderates creativity's influence on attention, affect, and memory
Al-Shuaili, Ahmed Hamed
;
Koslow, Scott
;
Kilgour, Mark
- In:
Journal of advertising research
63
(
2023
)
3
,
pp. 236-252
Persistent link: https://www.econbiz.de/10014375181
Saved in:
4
When brands go dark : a replication and extension : examining market share of brands that stop advertising for a year or longer
Phua, Peilin
;
Hartnett, Nicole
;
Beal, Virginia
;
Trinh, Giang
- In:
Journal of advertising research
63
(
2023
)
2
,
pp. 172-184
Persistent link: https://www.econbiz.de/10014317782
Saved in:
5
An investigation into slogan design on creating slogan-brand alignment : message clarity and creativity enhance while jingles and rhymes weaken alignment
Dass, Mayukh
;
Kohli, Chiranjeev
;
Acharya, Manaswini
- In:
Journal of advertising research
63
(
2023
)
1
,
pp. 43-60
Persistent link: https://www.econbiz.de/10014283815
Saved in:
6
How advertising expenditures affect consumers' perceptions of quality : a psychology-based assessment of brand-, category-, and country-level moderators
Rajavi, Koushyar
;
Lehmann, Donald R.
;
Keller, Kevin Lane
; …
- In:
Journal of advertising research
62
(
2022
)
4
,
pp. 321-335
Persistent link: https://www.econbiz.de/10013531983
Saved in:
7
Foreign versus local consumer culture positioning when entering foreign markets : synergies of anthropomorphic ads, ethnocentrism, and culture positioning on brand evaluations
Teng, Lefa
;
Zhang, Mengmeng
;
Foti, Lianne
;
Wang, Xinran
; …
- In:
Journal of advertising research
62
(
2022
)
4
,
pp. 336-352
Persistent link: https://www.econbiz.de/10013531992
Saved in:
8
The importance of engagement in brand heritage advertising : how feeling close to a brand can increase willingness to pay more
Scarpi, Daniele
- In:
Journal of advertising research
61
(
2021
)
3
,
pp. 334-345
Persistent link: https://www.econbiz.de/10012656854
Saved in:
9
Why cheap, low-quality giveaways are bad for brands : quality of freebies drives consumer attitudes, but personalization can help
Stäbler, Samuel
- In:
Journal of advertising research
61
(
2021
)
2
,
pp. 164-177
Persistent link: https://www.econbiz.de/10012642999
Saved in:
10
Are brands wasting money on sport sponsorships? : a new look at brand personality, brand equity, and official sponsorship effects
Wakefield, Lane
;
Wakefield, Kirk
;
Keller, Kevin Lane
; …
- In:
Journal of advertising research
61
(
2021
)
2
,
pp. 192-211
Persistent link: https://www.econbiz.de/10012643007
Saved in:
11
How anthropomorphized brand spokescharacters affect consumer perceptions and judgments Is being cute helpful or harmful to brands?
Chang, Chun-Tuan
;
Chu, Ying-Yu Marcos
;
Kao, Shih-Ting
- In:
Journal of advertising research
61
(
2021
)
2
,
pp. 225-244
Persistent link: https://www.econbiz.de/10012643014
Saved in:
12
The effects of communicating passion in advertising : how messages like "we love what we do!" shape people's product and brand evaluations
Dahlén, Micael
;
Thorbjørnsen, Helge
;
Colliander, Jonas
; …
- In:
Journal of advertising research
60
(
2020
)
1
,
pp. 3-11
Persistent link: https://www.econbiz.de/10012293491
Saved in:
13
Can your advertisement go abstract without affecting willingness to pay? : product-centered versus lifestyle content in luxury brand print advertisements
Massara, Francesco
;
Scarpi, Daniele
;
Porcheddu, Daniele
- In:
Journal of advertising research
60
(
2020
)
1
,
pp. 28-37
Persistent link: https://www.econbiz.de/10012293493
Saved in:
14
Gotcha! : realism of comedic violence and its impact on brand responses : what's so funny about that bloody ad? : he moderating role of disposition to laughter
Karpinska-Krakowiak, Malgorzata
- In:
Journal of advertising research
60
(
2020
)
1
,
pp. 38-53
Persistent link: https://www.econbiz.de/10012293495
Saved in:
15
How Intensity of cause-related marketing guilt appeals influences consumers : the roles of company motive and consumer identification with the brand
Singh, Jaywant
;
Crisafulli, Benedetta
;
Quamina, La Toya
- In:
Journal of advertising research
60
(
2020
)
2
,
pp. 148-162
Persistent link: https://www.econbiz.de/10012293505
Saved in:
16
Effects of nonstereotyped occupational gender role portrayal in advertising : how showing women in male-stereotyped job roles sends positive signals about brands
Liljedal, Karina T.
;
Berg, Hanna
;
Dahlén, Micael
- In:
Journal of advertising research
60
(
2020
)
2
,
pp. 179-196
Persistent link: https://www.econbiz.de/10012293507
Saved in:
17
How do human attitudes and values predict online marketing responsiveness? : comparing consumer segmentation bases toward brand purchase and marketing response
Scheuffelen, Stefan C.
;
Kemper, Jan
;
Brettel, Malte
- In:
Journal of advertising research
59
(
2019
)
2
,
pp. 142-157
Persistent link: https://www.econbiz.de/10012109420
Saved in:
18
How consumers in China perceive brands in online and offline encounters : a framework for brand perception
Chan, Terri H.
;
Chen, Rocky Peng
;
Tse, Caleb H.
- In:
Journal of advertising research
58
(
2018
)
1
,
pp. 90-110
Persistent link: https://www.econbiz.de/10011875523
Saved in:
19
Will digital commerce and analytics be the death of traditional brands?
Fulgoni, Gian M.
- In:
Journal of advertising research
58
(
2018
)
2
,
pp. 146-150
Persistent link: https://www.econbiz.de/10011884963
Saved in:
20
The efficacy of green package cues for mainstream versus niche brands : how mainstream green brands can suffer at the shelf
Wood, Stacy
;
Robinson, Stefanie
;
Poor, Morgan
- In:
Journal of advertising research
58
(
2018
)
2
,
pp. 165-176
Persistent link: https://www.econbiz.de/10011884968
Saved in:
21
Why online word-of-mouth measures cannot predict brand outcomes offline : volume, sentiment, sharing, and influence metrics yield scant online-offline WOM correlations
Fay, Brad
;
Larkin, Rick
- In:
Journal of advertising research
57
(
2017
)
2
,
pp. 132-143
Persistent link: https://www.econbiz.de/10011709366
Saved in:
22
How brands can make smarter decisions in mobile marketing : strategies for improved media-mix effectiveness and questions for future research
Bakopoulos, Vassilis
;
Baronello, John
;
Briggs, Rex
- In:
Journal of advertising research
57
(
2017
)
4
,
pp. 447-461
Persistent link: https://www.econbiz.de/10011884945
Saved in:
23
How does brand marketing work in advertising?
Precourt, Geoffrey
- In:
Journal of advertising research
55
(
2015
)
3
,
pp. 230-231
Persistent link: https://www.econbiz.de/10011397032
Saved in:
24
The brand in the boardroom : how Ogilvy & Mather reinvented the marketing principles of brand valuation
Seddon, Joanna
- In:
Journal of advertising research
55
(
2015
)
2
,
pp. 146-161
Persistent link: https://www.econbiz.de/10011296212
Saved in:
25
In 25 years, across 50 categories, user profiles for directly competing brands seldom differ : affirming Andrew Ehrenberg's principles
Uncles, Mark
;
Kennedy, Rachel
;
Nenycz-Thiel, Magda
; …
- In:
Journal of advertising research
52
(
2012
)
2
,
pp. 252-261
Persistent link: https://www.econbiz.de/10009618390
Saved in:
26
It's a dirichlet world : modeling individuals' loyalties reveals how brands compete, grow, and decline
Sharp, Byron
;
Wright, Malcolm
;
Dawes, John
;
Driesener, Carl
- In:
Journal of advertising research
52
(
2012
)
2
,
pp. 203-213
Persistent link: https://www.econbiz.de/10009618397
Saved in:
27
Brand worlds : from articulation to integration
Berthon, Pierre R.
;
Pitt, Leyland F.
;
Chakrabarti, Ronika
; …
- In:
Journal of advertising research
51
(
2011
),
pp. 182-194
Persistent link: https://www.econbiz.de/10009126979
Saved in:
28
The globalization of social media : consumer relationships with brands evolve in the digital space
Hutton, Graeme
;
Fosdick, Maggie
- In:
Journal of advertising research
51
(
2011
)
4
,
pp. 566-570
Persistent link: https://www.econbiz.de/10009501176
Saved in:
29
The interactive authority of brand Web sites : a new tool provides new insights
Voorveld, Hilde
;
Neijens, Peter
;
Smit, Edith
- In:
Journal of advertising research
50
(
2010
)
3
,
pp. 292-304
Persistent link: https://www.econbiz.de/10008697039
Saved in:
30
The tactical use of mobile marketing : how adolescents' social networking can best shape brand extensions
Okazaki, Shintaro
- In:
Journal of advertising research
49
(
2009
)
1
,
pp. 12-26
Persistent link: https://www.econbiz.de/10003833726
Saved in:
31
The march of mobile marketing : new chances for consumer companies, new opportunities for mobile operators
Friedrich, Roman
;
Gröne, Florian
;
Hölbing, Klaus
; …
- In:
Journal of advertising research
49
(
2009
)
1
,
pp. 54-61
Persistent link: https://www.econbiz.de/10003833735
Saved in:
32
Emotional engagement : how television builds big brands at low attention
Heath, Robert
- In:
Journal of advertising research
49
(
2009
)
1
,
pp. 62-73
Persistent link: https://www.econbiz.de/10003833738
Saved in:
33
Split-second recognition : what makes outdoor advertising work?
Meurs, Lex van
;
Aristoff, Mandy
- In:
Journal of advertising research
49
(
2009
)
1
,
pp. 82-92
Persistent link: https://www.econbiz.de/10003833782
Saved in:
34
Learing from winners : how IBM seized the day
Pettit, Raymond
- In:
Journal of advertising research
49
(
2009
)
1
,
pp. 104-110
Persistent link: https://www.econbiz.de/10003833790
Saved in:
35
Luck of the draw : creating Chines brand names
Chang, William Li
;
Lii, Peirchyi
- In:
Journal of advertising research
48
(
2008
)
4
,
pp. 523-530
Persistent link: https://www.econbiz.de/10003797967
Saved in:
36
How green should you be : can environmental associations enhance brand performance?
Montoro-Rios, Francisco Javier
;
Luque Martínez, Teodoro
; …
- In:
Journal of advertising research
48
(
2008
)
4
,
pp. 547-563
Persistent link: https://www.econbiz.de/10003797980
Saved in:
37
Creating new brand names : effects of relevance, connotation, and pronunciation
Bao, Yeqing
;
Shao, Alan T.
;
Rivers, Drew
- In:
Journal of advertising research
48
(
2008
)
1
,
pp. 148-162
Persistent link: https://www.econbiz.de/10003689053
Saved in:
38
Finding the "missing link" : advertising's impact on word of mouth, web searches, and site visits
Graham, Jeffrey
;
Havlena, William
- In:
Journal of advertising research
47
(
2007
)
4
,
pp. 427-435
Persistent link: https://www.econbiz.de/10003614058
Saved in:
39
Using brand websites to build brands online : a product versus service brand comparison
Dou, Wenyu
;
Krishnamurthy, Sandeep
- In:
Journal of advertising research
47
(
2007
)
2
,
pp. 193-206
Persistent link: https://www.econbiz.de/10003611577
Saved in:
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