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Don't lose your product in story translation : how product-story link in narrative advertisements increases persuasion
Glaser, Matthias; Reisinger, Heribert - In: Journal of advertising 51 (2022) 2, pp. 188-205
Persistent link: https://www.econbiz.de/10013362268
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You are my friend, but we are from different worlds : actor-type effects on audience engagement in narrative video advertisements
Glaser, Matthias; Reisinger, Heribert; Florack, Arnd - In: Journal of advertising 53 (2024) 4, pp. 568-587
Persistent link: https://www.econbiz.de/10015050207
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Uncertainty in prerelease advertising
Schroll, Roland; Grohs, Reinhard - In: Journal of advertising 48 (2019) 2, pp. 167-180
Persistent link: https://www.econbiz.de/10012201412
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Celebrity endorsements in liked advertisements : a study of Asian countries
Fam, Kim-Shyan; Waller, David; Grohs, Reinhard - In: Journal of Asia Pacific business 24 (2023) 1, pp. 39-54
Persistent link: https://www.econbiz.de/10014285111