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Year of publication
Subject
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Werbewirkung 131 Advertising effects 128 Advertising 120 Werbung 120 advertising effectiveness 103 Consumer behaviour 83 Konsumentenverhalten 83 Internet marketing 66 Online-Marketing 66 Advertising effectiveness 60 Brand management 14 Markenführung 14 Brand image 13 Markenimage 13 Psychology of advertising 13 Social Web 13 Social web 13 Werbepsychologie 13 Experiment 10 Fernsehwerbung 10 Marketing management 10 Marketingmanagement 10 Television advertising 10 Advertising Effectiveness 9 Emotion 9 Brand 7 Celebrity endorsement 7 Celebrity-Werbung 7 Gender 7 Geschlecht 7 Markenartikel 7 Search engine 7 Suchmaschine 7 Target group 7 Zielgruppe 7 Children 6 Feldforschung 5 Field research 5 Kinder 5 Perception 5
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Online availability
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Undetermined 93 Free 39
Type of publication
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Article 147 Book / Working Paper 24 Other 1
Type of publication (narrower categories)
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Article in journal 126 Aufsatz in Zeitschrift 126 Graue Literatur 9 Non-commercial literature 9 Article 5 Working Paper 5 Arbeitspapier 4 Hochschulschrift 4 Aufsatz im Buch 1 Aufsatzsammlung 1 Book section 1 Collection of articles of several authors 1 Conference paper 1 Konferenzbeitrag 1 Sammelwerk 1 Thesis 1
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Language
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English 144 Undetermined 24 German 3 Spanish 1
Author
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Hutter, Katharina 5 Ali, Mazhar 4 Johnson, Garrett A. 4 Lewis, Randall A. 4 Choe, Yeongbae 3 Fesenmaier, Daniel R. 3 Franses, Philip Hans 3 Guitart, Ivan A. 3 Kim, Dong Hoo 3 Romaniuk, Jenni 3 Stienmetz, Jason L. 3 Vermeir, Iris 3 Wu, Linwan 3 Anjum, Munazzah Mehak 2 Basit, Abdul 2 Becker, Maren 2 Clement, Michel 2 Danaher, Peter J. 2 Dodoo, Naa Amponsah 2 Franses, Ph.H.B.F. 2 Grigaliunaite, Viktorija 2 Henningsen, Sina 2 Hernik, Joanna 2 Hervet, Guillaume 2 Heuke, Rebecca 2 Khabyuk, Olexiy 2 Khan, Mumtaz Muhammad 2 Kim, Kacy K. 2 Kiygi Calli, Kiygi Calli, M. 2 Kiygi Calli, M. 2 Lascu, Dana-Nicoleta 2 Latif, Muhammad Ijaz 2 Mai, Robert 2 Martín-Consuegra Navarro, D. 2 Martín-Santana, Josefa D. 2 McNaught, Angela 2 Molina Collado, A. 2 Pileliene, Lina 2 Putrevu, Sanjay 2 Rahim, Abdul 2
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Institution
All
Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft (ZBW) 2 Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. 2 Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam 2 Université Paris-Dauphine (Paris IX) 2 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 2 Faculteit Toegepaste Economische Wetenschappen, Universiteit Antwerpen 1 Gottfried Wilhelm Leibniz Universität Hannover 1
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Published in...
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International journal of advertising : the quarterly review of marketing communications 10 Journal of marketing communications 10 International journal of advertising : the review of marketing communications 9 Journal of promotion management : JPM 5 Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences 5 European journal of marketing : EJM 4 Journal of business research : JBR 4 Journal of marketing research 4 Tourism analysis : an interdisciplinary tourism & hospitality journal 4 Australasian marketing journal 3 International journal of internet marketing and advertising : IJIMA 3 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 3 BuR - Business Research 2 Cuadernos de Gestión 2 ERIM Report Series Research in Management 2 EconStor Preprints 2 Economics Papers from University Paris Dauphine 2 Equilibrium 2 International journal of electronic commerce : IJEC 2 Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE) 2 Journal of Consumer Policy 2 Journal of consumer policy : consumer issues in law, economics and behavioural sciences 2 Journal of global marketing 2 Journal of marketing research : JMR 2 Journal of travel and tourism marketing 2 MPRA Paper 2 Marketing intelligence & planning 2 Psychology & marketing 2 Quantitative Marketing and Economics 2 Quantitative marketing and economics : QME 2 Research Paper / Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. 2 Scientific Annals of Economics and Business 2 Simon Business School working paper 2 The journal of consumer marketing 2 CEB working paper / Université Libre de Bruxelles, Solvay Brussels School of Economics and Management, Centre Emile Bernheim 1 Düsseldorf Working Papers in Applied Management and Economics 1 ERIM Ph. D. series research in management / Erasmus Institute of Management 1 Economic research 1 Economics, management and financial markets 1 European management journal 1
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Source
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ECONIS (ZBW) 139 RePEc 25 EconStor 6 BASE 2
Showing 1 - 50 of 172
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How songs from growing up and viewers' attachment styles affect video ads' effectiveness
Lourenço, Carlos Jorge da Silva; Isabella, Giuliana; … - In: Psychology & marketing 40 (2023) 1, pp. 209-233
Persistent link: https://ebtypo.dmz1.zbw/10013465222
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Emotional appeals effectiveness in enhancing charity digital advertisements
Yousef, Murooj; Dietrich, Timo; Rundle-Thiele, Sharyn; … - In: Journal of philanthropy and marketing 27 (2022) 4, pp. 1-13
Persistent link: https://ebtypo.dmz1.zbw/10013460864
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A picture says more than a thousand words : using consumer neuroscience to study instagram users' responses to influencer advertising
Pozharliev, Rumen; Rossi, Dario; De Angelis, Matteo - In: Psychology & marketing 39 (2022) 7, pp. 1336-1349
Persistent link: https://ebtypo.dmz1.zbw/10013280100
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Eye tracking and tourism research : a systematic literature review
Savin, Georgiana-Denisse; Fleșeriu, Cristina; … - In: Journal of vacation marketing 28 (2022) 3, pp. 285-302
Persistent link: https://ebtypo.dmz1.zbw/10013257584
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Why are communal advertisements more effective than agentic ones? : the role of the self-congruity effect
Hryniewicz, Konrad - In: International journal of internet marketing and … 16 (2022) 1/2, pp. 38-61
Persistent link: https://ebtypo.dmz1.zbw/10013041199
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The relevance of social media and corporate influencers as potential change agents in corporate communications
Durau, Julia - In: Media and change management : creating a path for new …, (pp. 211-229). 2022
Persistent link: https://ebtypo.dmz1.zbw/10013167356
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Bypassing performance optimizers of real time bidding systems in display ad valuation
Christopher, Ranjit M.; Park, Sungho; Han, Sang Pil; … - In: Information systems research : ISR 33 (2022) 2, pp. 399-412
Persistent link: https://ebtypo.dmz1.zbw/10013362775
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An integrated model of congruence and credibility in celebrity endorsement
Lee, Jung-Sook; Chang, Hua; Zhang, Lingling - In: International journal of advertising : the review of … 41 (2022) 7, pp. 1358-1381
Persistent link: https://ebtypo.dmz1.zbw/10013417502
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Beauty types of female advertising models in Asia
Tipgomut, Pornchanoke; Paas, Leonard J; McNaught, Angela - In: International journal of market research 64 (2022) 6, pp. 799-821
Persistent link: https://ebtypo.dmz1.zbw/10013438778
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Stimulus-Organism-Response (S-O-R) model application in examining the effectiveness of public service advertisements
Mishra, Mukesh Kumar; Kesharwani, Ankit; Gautam, Vikas; … - In: International journal of business 27 (2022) 2, pp. 61-77
Persistent link: https://ebtypo.dmz1.zbw/10013395922
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Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness
Vera, Jorge; Espinosa, Marco - In: Journal of business economics and management 20 (2019) 2, pp. 208-224
The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through attitude towards the ad and advertising cognition....
Persistent link: https://ebtypo.dmz1.zbw/10012175677
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The impact of informational and emotional television ad content on online search and sales
Guitart, Ivan A.; Stremersch, Stefan - In: Journal of marketing research 58 (2021) 2, pp. 299-320
Persistent link: https://ebtypo.dmz1.zbw/10012492707
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Regulatory focus and choice : the impact of control perceptions on advertising effectiveness
Dodoo, Naa Amponsah; Wu, Linwan - In: Journal of marketing communications 27 (2021) 1, pp. 69-92
Persistent link: https://ebtypo.dmz1.zbw/10012424758
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How online advertising competes with user-generated content in TripAdvisor : a neuroscientific approach
Bigné Alcañiz, J. Enrique; Simonetti, Aline; Ruiz … - In: Journal of business research : JBR 123 (2021), pp. 279-288
Persistent link: https://ebtypo.dmz1.zbw/10012430510
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Consumer reactions to female and male cosmetic surgery beauty in Asian advertisements
Tipgomut, Pornchanoke; Paas, Leonard J.; McNaught, Angela - In: Marketing letters : a journal of research in marketing 32 (2021) 4, pp. 441-454
Persistent link: https://ebtypo.dmz1.zbw/10012793429
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How the eyes connect to the heart : the influence of eye gaze direction on advertising effectiveness
To, Rita Ngoc; Patrick, Vanessa M. - In: Journal of consumer research : JCR ; an … 48 (2021) 1, pp. 123-146
Persistent link: https://ebtypo.dmz1.zbw/10012594298
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Chutzpadik advertising and its effectiveness : four studies of agencies and audiences
Efrat, Kalanit; Souchon, Anne L.; Dickenson, Peter; … - In: Journal of business research : JBR 137 (2021), pp. 601-613
Persistent link: https://ebtypo.dmz1.zbw/10012665740
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The commercialization of social media stars : a literature review and conceptual framework on the strategic use of social media influencers
Hudders, Liselot; De Jans, Steffi; Veirman, Marijke de - In: International journal of advertising : the review of … 40 (2021) 3, pp. 327-375
Persistent link: https://ebtypo.dmz1.zbw/10012586665
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Which model looks most like me? : explicating the impact of body image advertisements on female consumer well-being and consumption behaviour across brand categories
Lou, Chen; Tse, Caleb H. - In: International journal of advertising : the review of … 40 (2021) 4, pp. 602-628
Persistent link: https://ebtypo.dmz1.zbw/10012586684
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Lethal versus reproductive disease appeals in preventive health advertising : the moderating effect of life history strategy
Ivanov, Lachezar; Eisend, Martin; Diehl, Sandra; Wang, … - In: International journal of advertising : the review of … 40 (2021) 4, pp. 657-681
Persistent link: https://ebtypo.dmz1.zbw/10012586689
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Nachwuchswissenschaftliche Impulse zur Digitalisierung der Kommunikation
Khabyuk, Olexiy (contributor) - 2018
Der vorliegende Sammelband enthält Kurzfassungen von sechs Bachelor- und Masterabschlussarbeiten aus den Jahren 2014-2017, die am Fachbereich Wirtschaftswissenschaften der Hochschule Düsseldorf eingereicht wurden. Diese Veröffentlichung stellt einen bescheidenen Beitrag zur Diskussion dar, ob...
Persistent link: https://ebtypo.dmz1.zbw/10012110520
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Nachwuchswissenschaftliche Impulse zur Digitalisierung der Kommunikation
Khabyuk, Olexiy (ed.) - 2018
Der vorliegende Sammelband enthält Kurzfassungen von sechs Bachelor- und Masterabschlussarbeiten aus den Jahren 2014-2017, die am Fachbereich Wirtschaftswissenschaften der Hochschule Düsseldorf eingereicht wurden. Diese Veröffentlichung stellt einen bescheidenen Beitrag zur Diskussion dar, ob...
Persistent link: https://ebtypo.dmz1.zbw/10011852955
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Essays in marketing strategy : the role of customer integration, marketing metrics, and advertising effectiveness
Ptok, Annette - 2018
Persistent link: https://ebtypo.dmz1.zbw/10011854433
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Effectiveness of animated spokes-character in advertising targeted to kids
Shuja, Komal; Ali, Mazhar; Anjum, Munazzah Mehak; … - 2018
The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids. The research design is quantitative and its research type is causal. The respondents of the study are "Pre-primary school going kids" from nine different schools belonging to...
Persistent link: https://ebtypo.dmz1.zbw/10012124705
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The implications of advertising personalization for firms, consumers, and ad platforms
Frick, Thomas Walter - 2018
Preview
Preview
Persistent link: https://ebtypo.dmz1.zbw/10012111629
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Evaluating advertising effectiveness of creative television advertisements for high involvement products
Ali, Mazhar - 2018
This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for...
Persistent link: https://ebtypo.dmz1.zbw/10011876245
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Effectiveness of Animated Spokes-Character in Advertising Targeted to Kids
Shuja, Komal; Ali, Mazhar; Anjum, Munazzah Mehak; … - In: Journal of Marketing Management and Consumer Behavior 2 (2018) 2, pp. 31-47
The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids. The research design is quantitative and its research type is causal. The respondents of the study are ‘Pre-primary school going kids’ from nine different schools belonging to...
Persistent link: https://ebtypo.dmz1.zbw/10011986853
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Ghost ads : improving the economics of measuring online ad effectiveness
Johnson, Garrett A.; Lewis, Randall A.; Nubbemeyer, Elma I. - 2017
Persistent link: https://ebtypo.dmz1.zbw/10011807943
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Advertising effectiveness : the role of content
Becker, Maren - 2017
Persistent link: https://ebtypo.dmz1.zbw/10011716791
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Tacit knowledge augmented customer relationship management systems : an empirical investigation
Basit, Abdul; Tahir, Asma; Khan, Mumtaz Muhammad; … - In: Pakistan journal of commerce and social sciences 11 (2017) 3, pp. 1005-1026
Tacit knowledge (TK) is a core value element important for obtaining a competitive edge for Customer Relationship Management (CRM). CRM is recognized of high value for integrating knowledge in marketing function. The focus on explicit knowledge so far has resulted in neglecting the importance of...
Persistent link: https://ebtypo.dmz1.zbw/10011930769
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Tacit knowledge augmented customer relationship management systems: An empirical investigation
Basit, Abdul; Tahir, Asma; Khan, Mumtaz Muhammad; … - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 11 (2017) 3, pp. 1005-1026
Tacit knowledge (TK) is a core value element important for obtaining a competitive edge for Customer Relationship Management (CRM). CRM is recognized of high value for integrating knowledge in marketing function. The focus on explicit knowledge so far has resulted in neglecting the importance of...
Persistent link: https://ebtypo.dmz1.zbw/10011938584
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Erfassung der Effektivität von Sportsponsoring als Marketingkommunikationsinstrument auf der impliziten und expliziten Verarbeitungsebene von Konsumenten als Handlungsgrundlage für...
Limbach, Matthias - 2020
Persistent link: https://ebtypo.dmz1.zbw/10012243658
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Celebrity vs. influencer endorsements in advertising : the role of identification, credibility, and Product-Endorser fit
Schouten, Alexander P.; Janssen, Loes; Verspaget, Maegan - In: International journal of advertising : the review of … 39 (2020) 2, pp. 258-281
Persistent link: https://ebtypo.dmz1.zbw/10012200481
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Social networking sites' advertising effectiveness : a systematic insight into literature
Sinha, Neena; Singh, Pratibha - In: International journal of Indian culture and business … 20 (2020) 1, pp. 37-59
Persistent link: https://ebtypo.dmz1.zbw/10012205789
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An empirical investigation of factors influencing young Indian consumer decision making
Sachdeva, Ruchika - In: Journal of Asia Pacific business 21 (2020) 3, pp. 207-226
Persistent link: https://ebtypo.dmz1.zbw/10012258229
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Celebrity entrepreneurship and advertising effectiveness : an empirical test
Kishor, Jugal - In: International journal of business and globalisation : IJBG 25 (2020) 2, pp. 224-240
Persistent link: https://ebtypo.dmz1.zbw/10012250614
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The amplifying effect of branded queries on advertising in multi-channel retailing
Méndez Suárez, Mariano; Monfort, Abel - In: Journal of business research : JBR 112 (2020), pp. 254-260
Persistent link: https://ebtypo.dmz1.zbw/10012230588
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Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment
Danaher, Peter J.; Danaher, Tracey S.; Smith, Michael S.; … - In: Journal of marketing research 57 (2020) 3, pp. 445-467
Persistent link: https://ebtypo.dmz1.zbw/10012214143
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Competitive advertising strategies for programmatic television
Guitart, Ivan A.; Hervet, Guillaume; Gelper, Sarah - In: Journal of the Academy of Marketing Science 48 (2020) 4, pp. 753-775
Persistent link: https://ebtypo.dmz1.zbw/10012293333
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The role of technology in building a competitive advantage : programmatic buying and its impact on the competitiveness of an organization
Kozielski, Robert; Sarna, Nikodem - In: Folia oeconomica Stetinensia : FOS 20 (2020) 2, pp. 216-229
Persistent link: https://ebtypo.dmz1.zbw/10012628104
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Emotional Integration and Advertising Effectiveness:Case of Perfumes Advertising
Alioui, Sonia Ktari - 2016
This paper examines emotions in advertising, its effects and functioning. Using an interview-based experiment on 256 participants, we found that emotions perceived during an advertising exposure could play an important role in eliciting responses towards the ad and the brand. However, this...
Persistent link: https://ebtypo.dmz1.zbw/10011437129
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Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products
Ali, Mazhar - In: Pakistan Business Review 17 (2016) 4, pp. 916-932
This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for...
Persistent link: https://ebtypo.dmz1.zbw/10011868942
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The effects of eWOM volume and valence on product sales : an empirical examination of the movie industry
Kim, Kacy K.; Yoon, Sukki; Choi, Yung Kyun - In: International journal of advertising : the review of … 38 (2019) 3, pp. 471-488
Persistent link: https://ebtypo.dmz1.zbw/10012200272
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The influence of pre-roll advertising VOD via IPTV and mobile TV on consumers in Korea
Nam, Yoonjae; Lee, Hyung Seok; Jun, Jong Woo - In: International journal of advertising : the review of … 38 (2019) 6, pp. 867-885
Persistent link: https://ebtypo.dmz1.zbw/10012200334
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How the level of personalization affects the effectiveness of personalized ad messages : the moderating role of narcissism
Bang, Hye Jin; Choi, Dongwon; Wojdynski, Bartosz W.; … - In: International journal of advertising : the review of … 38 (2019) 8, pp. 1116-1138
Persistent link: https://ebtypo.dmz1.zbw/10012200370
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Understanding how the message appeal of moral beauty influences advertising effectiveness under mortality salience
Wu, Linwan - In: Journal of marketing communications 25 (2019) 6, pp. 586-606
Persistent link: https://ebtypo.dmz1.zbw/10012203340
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Does it pay to be real? : understanding authenticity in TV advertising
Becker, Maren; Wiegand, Nico; Reinartz, Werner J. - In: Journal of marketing 83 (2019) 1, pp. 24-50
Persistent link: https://ebtypo.dmz1.zbw/10012175827
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Bayesian nonparametric dynamic methods : applications to linear and nonlinear advertising models
Bruce, Norris I. - In: Journal of marketing research 56 (2019) 2, pp. 211-229
Persistent link: https://ebtypo.dmz1.zbw/10012177302
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A strategy for enhancing senior tourists' well-being perception : focusing on the experience economy
Hwang, Jinsoo; Lee, JungHoon - In: Journal of travel and tourism marketing 36 (2019) 3, pp. 314-329
Persistent link: https://ebtypo.dmz1.zbw/10012179404
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Gender differences in marketer and non-marketer-dominated sources of sustainable health and wellness information
Costanzo, Paul J.; Costanzo, Cynthia P. - In: Journal of global scholars of marketing science : … 29 (2019) 1, pp. 42-50
Persistent link: https://ebtypo.dmz1.zbw/10012257881
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