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Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit?

Bambauer-Sachse, Silke; Hüttl-Maack, Verena; Gierl, … - In: Psychology & marketing 28 (2011) 2, pp. 205-218

Persistent link: https://www.econbiz.de/10008858089

Speaking green : expressing a message in a foreign language fosters consumers' pro-environmental choices

Saile, Katharina S.; Neef, Nicolas Eric; Hüttl-Maack, … - In: International journal of advertising : the review of … 44 (2025) 1, pp. 66-86

Persistent link: https://www.econbiz.de/10015194215

How money priming affects consumers in an advertising context : the role of product conspicuousness and consumers' signalling needs

Hüttl-Maack, Verena; Gatter, M. Shirin - In: International journal of advertising : the quarterly … 36 (2017) 5, pp. 705-723

Persistent link: https://www.econbiz.de/10011799702

Curiosity-inducing advertising : how positive emotions and expectations drive the effect of curiosity on consumer evaluations of products

Daume, Jana; Hüttl-Maack, Verena - In: International journal of advertising : the review of … 39 (2020) 2, pp. 307-328

Persistent link: https://www.econbiz.de/10012200483

Through rose-tinted glasses : how inducing and resolving curiosity makes consumers less skeptical and improves their product evaluations

Hüttl-Maack, Verena; Sedghi, Tara; Daume, Jana - In: Journal of consumer psychology : JCP ; the official … 34 (2024) 1, pp. 92-100

Persistent link: https://www.econbiz.de/10014470733

Konsistenz der Internetwerbung mit der klassischen Werbung

Gierl, Heribert - In: Planung & Analyse : Zeitschrift für Marktforschung und … (2003) 2, pp. 50-55

Persistent link: https://www.econbiz.de/10001756234

The color of togetherness : a theoretical contribution to the research on color effects

Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 46 (2024) 2, pp. 32-60

Persistent link: https://www.econbiz.de/10014632898

The effects of positive and negative ad‐evoked associations on brand attitude

Praxmarer, Sandra; Gierl, Heribert - In: Asia Pacific Journal of Marketing and Logistics 21 (2009) 4, pp. 507-520

Purpose – The purpose of this paper is to contribute to research on the cognitive capacity theory. The paper aims to examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked by the advertising stimulus, on brand attitude for...

Persistent link: https://www.econbiz.de/10014674684

Verwendung von Goal Frames in der Werbung

Gierl, Heribert; Koncz, Julia; Satzinger, Michaela - In: Die Unternehmung : Swiss journal of business research … 56 (2002) 3, pp. 145-161

Persistent link: https://www.econbiz.de/10001674596

Self-referencing and advertising effectiveness

Bombe, Sandra; Gierl, Heribert - In: International journal of marketing : IJM ; formerly Der … 52 (2013) 3/4, pp. 109-126

Persistent link: https://www.econbiz.de/10010407621