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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

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

Too hot or not? : consumer responses to different levels of eroticism in advertisements depending on consumer and model gender

Thomas, Stefan; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 37 (2015) 1, pp. 24-41

Persistent link: https://www.econbiz.de/10010513966

Advertising prices of products presented as a triple

Gierl, Heribert; Stiegelmayr, Karin - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 59 (2013) 1, pp. 8-18

Persistent link: https://www.econbiz.de/10009730864

Produktwerbung mit Prominenten : ist Kongruenz zwischen Testimonial und Marke erforderlich?

Gierl, Heribert - In: Jahrbuch der Absatz- und Verbrauchsforschung 52 (2006) 1, pp. 42-64

Persistent link: https://www.econbiz.de/10003330543

Motivationstheoretische Erklärung der Wirkung von Frames

Gierl, Heribert; Stiegelmayr, Karin - In: Jahrbuch der Absatz- und Verbrauchsforschung 53 (2007) 4, pp. 404-425

Persistent link: https://www.econbiz.de/10003626219