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The moderating influence of involvement on two-sided advertising effects
Eisend, Martin - In: Psychology & marketing 30 (2013) 7, pp. 566-575
Persistent link: https://www.econbiz.de/10009778565
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Explaining the joint effect of source credibility and negativity of information in two-sided messages
Eisend, Martin - In: Psychology & marketing 27 (2010) 11, pp. 1032-1049
Persistent link: https://www.econbiz.de/10008698327
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Explaining the impact of scarcity appeals in advertising : the mediating role of perceptions of susceptibility
Eisend, Martin - In: Journal of advertising : official publication of the … 37 (2008) 3, pp. 33-40
Persistent link: https://www.econbiz.de/10003766362
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The influence of humor in advertising : explaining the effects of humor in two-sided messsages
Eisend, Martin - In: Psychology & marketing 39 (2022) 5, pp. 962-973
Persistent link: https://www.econbiz.de/10013186896
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Gender roles and humor in advertising : the occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness
Eisend, Martin; Plagemann, Julia; Sollwedel, Julia - In: Journal of advertising : official publication of the … 43 (2014) 3, pp. 256-273
Persistent link: https://www.econbiz.de/10010408864
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Mini-film advertising and digital brand engagement : the moderating effects of drama and lecture
Karpinska-Krakowiak, Malgorzata; Eisend, Martin - In: International journal of advertising : the review of … 39 (2020) 3, pp. 387-409
Persistent link: https://www.econbiz.de/10012200491