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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
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Luxury cars Made-in-China : consequences for brand positioning
Bartikowski, Boris; Fastoso, Fernando; Gierl, Heribert - In: Journal of business research : JBR 102 (2019), pp. 288-297
Persistent link: https://www.econbiz.de/10012104002
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Die Berücksichtigung von Medienwirkungen in der Mediaplanung
Gierl, Heribert; Hüttl-Maack, Verena - In: Medien im Marketing : Optionen der Unternehmenskommunikation, (pp. 397-423). 2009
Persistent link: https://www.econbiz.de/10003771427
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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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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
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The effectiveness of recognized parodic advertisements
Haltmayer, Vanessa; Gierl, Heribert - In: Transfer : Zeitschrift für Kommunikation und … 66 (2020) 3, pp. 17-27
Persistent link: https://www.econbiz.de/10012302547
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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
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The effect of eroticism in couple depictions in advertisements on brand evaluations
Thomas, Stefan; Gierl, Heribert - In: Bridging the gap between advertising academia and practice, (pp. 117-132). 2017
Persistent link: https://www.econbiz.de/10011540334
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Put It on the right side : the effect of print advertisement location on product evaluation
Schneider, Tanja; Gierl, Heribert - In: Bridging the gap between advertising academia and practice, (pp. 183-198). 2017
Persistent link: https://www.econbiz.de/10011540353
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Increasing perceptions of tastiness and the intent to purchase unbranded food offered in retail stores by using consummatory images
Maurer, Martina; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 38 (2016) 2, pp. 61-74
Persistent link: https://www.econbiz.de/10011566848