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Year of publication
Subject
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Werbewirkung 5,801 Advertising effects 5,657 Consumer behaviour 2,118 Konsumentenverhalten 2,117 Advertising 2,023 Werbung 2,016 USA 1,998 United States 1,998 Online-Marketing 1,289 Internet marketing 1,286 Brand management 653 Markenführung 653 Markenimage 560 Theorie 556 Theory 555 Brand image 550 Werbepsychologie 447 Psychology of advertising 440 Deutschland 421 Germany 407 Marketing management 386 Marketingmanagement 386 Social Web 365 Social web 365 Markenartikel 300 Brand 297 Emotion 291 Fernsehwerbung 276 Television advertising 276 Celebrity endorsement 272 Celebrity-Werbung 272 Advertising planning 234 Experiment 234 Werbeplanung 234 Zielgruppe 223 Target group 220 Viral marketing 215 Virales Marketing 215 advertising 202 Print advertising 198
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Online availability
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Undetermined 1,717 Free 668
Type of publication
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Article 4,319 Book / Working Paper 1,467 Journal 25
Type of publication (narrower categories)
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Article in journal 3,732 Aufsatz in Zeitschrift 3,732 Aufsatz im Buch 588 Book section 588 Graue Literatur 406 Non-commercial literature 406 Arbeitspapier 305 Working Paper 305 Hochschulschrift 301 Thesis 229 Collection of articles of several authors 78 Sammelwerk 78 Case study 46 Fallstudie 46 Dissertation u.a. Prüfungsschriften 39 Bibliografie enthalten 30 Bibliography included 30 Aufsatzsammlung 27 Conference paper 20 Konferenzbeitrag 20 Lehrbuch 20 Konferenzschrift 18 Collection of articles written by one author 17 Ratgeber 17 Sammlung 17 Textbook 17 Guidebook 16 Reprint 12 Systematic review 11 Übersichtsarbeit 11 Commentary 10 Conference proceedings 10 Kommentar 10 Bibliografie 6 Amtsdruckschrift 5 Government document 5 Adressbuch 3 Handbook 3 Handbuch 3 Abstract 2
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Language
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English 4,916 German 857 Undetermined 28 French 9 Italian 2 Polish 2 Spanish 2 Portuguese 1 Russian 1 Swedish 1
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Author
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Gierl, Heribert 48 Pelsmacker, Patrick de 44 Esch, Franz-Rudolf 35 Bauer, Hans H. 30 Eisend, Martin 27 Diehl, Sandra 22 Dens, Nathalie 21 Reijmersdal, Eva A. van 20 Kaiser, Harry M. 19 Terlutter, Ralf 19 Chang, Chingching 18 Taylor, Charles Raymond 17 Huber, Frank 16 Phau, Ian 16 Rosengren, Sara 16 Bellman, Steven 15 Dahlén, Micael 15 Smit, Edith G. 15 Geuens, Maggie 14 Gröppel-Klein, Andrea 14 Hudders, Liselot 14 Jerath, Kinshuk 14 Kennedy, Rachel 14 Mueller, Barbara 14 Pauwels, Koen 14 Varan, Duane 14 Nufer, Gerd 13 Romaniuk, Jenni 13 Sahni, Navdeep S. 13 Wilbur, Kenneth C. 13 Cauberghe, Verolien 12 Dekimpe, Marnik G. 12 Muehling, Darrel D. 12 Tucker, Catherine 12 Yoon, Sukki 12 Cheong, Yunjae 11 Choi, Yung Kyun 11 Franses, Philip Hans 11 Huh, Jisu 11 Ilicic, Jasmina 11
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Institution
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Springer Fachmedien Wiesbaden 19 National Bureau of Economic Research 18 Erasmus Research Institute of Management 5 Fachhochschule Reutlingen / European School of Business 5 Arbeitsgemeinschaft Media-Analyse 3 Deutsche Werbewissenschaftliche Gesellschaft 3 IGI Global 3 IP Deutschland GmbH <Köln> 3 Media-Micro-Census GmbH <Frankfurt, Main> 3 Shaker Verlag 3 Springer Gabler <Firma> 3 Technische Universität Braunschweig 3 Advertising Research Foundation 2 Albert-Ludwigs-Universität Freiburg / Betriebswirtschaftliches Seminar 2 Books on Demand GmbH <Norderstedt> 2 European Advertising Academy 2 Helmut-Schmidt-Universität 2 Herbert von Halem Verlag 2 International Conference on Research in Advertising <4, 2005, Saarbrücken> 2 Peter Lang GmbH 2 Rijksuniversiteit Gent / Faculteit Economie en Bedrijfskunde 2 United States / Congress / Senate / Committee on the Judiciary / Subcommittee on Antitrust and Monopoly 2 Österreichische Werbewissenschaftliche Gesellschaft 2 Advertising Effectiveness Research Forum <1998> 1 American association of Advertising Agencies 1 Bundesverband der Verbraucherzentralen und Verbraucherverbände 1 Bureau Européen des Unions de Consommateurs 1 Chambre de commerce et d'industrie de Paris 1 Commission of the European Communities / Environment and Consumer Protection Service 1 Consumer Research Institute, inc. 1 Consumers' Association 1 Department of Agricultural Economics, Cornell University Agricultural Experiment Station 1 Deutsche Gesellschaft für Publizistik- und Kommunikationswissenschaft / Fachgruppe Werbekommunikation 1 Deutsche Gesellschaft für Publizistik- und Kommunikationswissenschaft / Fachgruppe Werbekommunikation / Jahrestagung <1., 2014, Mainz> 1 Deutschland / Bundesministerium für Gesundheit 1 Duale Hochschule Baden-Württemberg Mannheim / Fakultät Wirtschaft 1 Ekonomiska forskningsinstitutet <Stockholm> 1 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. 1 Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam 1 Ernst-Moritz-Arndt-Universität Greifswald 1
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Published in...
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Journal of advertising research 236 Journal of advertising : official publication of the American Academy of Advertising 231 International journal of advertising : the quarterly review of marketing communications 181 Journal of business research : JBR 143 Journal of marketing communications 130 International journal of advertising : the review of marketing communications 101 Journal of promotion management : JPM 91 Psychology & marketing 88 Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences 80 Journal of marketing research : JMR 59 Journal of retailing and consumer services 57 European journal of marketing : EJM 54 International journal of internet marketing and advertising : IJIMA 51 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 44 Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation 44 Marketing : ZFP ; journal of research and management 44 Marketing letters : a journal of research in marketing 43 Journal of promotion management : innovations in planning and applied research 41 Journal of current issues and research in advertising : JCIRA 36 Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung 33 Health marketing quarterly 31 Journal of consumer research : JCR ; an interdisciplinary bimonthly 31 Advertising and communication : proceedings 4th International Conference on Research in Advertising (ICORIA), Saarland University, June 2 - 4, 2005, Saarbruecken 29 Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology 28 Journal of marketing 28 Management science : journal of the Institute for Operations Research and the Management Sciences 27 Journal of global marketing 25 The journal of brand management : an international journal 25 The journal of consumer marketing 24 Journal of consumer behaviour : an international research review 23 Journal of marketing management : MM 23 Journal of research in interactive marketing : interactive marketing and computer-mediated communication 23 Journal of international consumer marketing 22 Young consumers : insight and ideas for responsible marketers 22 Journal of the Academy of Marketing Science 21 The journal of product & brand management 21 International advertising and communication : current insights and empirical findings 20 International journal of hospitality management 20 Faculty & research / Insead : working paper series 19 Journal of marketing theory and practice 19
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Source
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ECONIS (ZBW) 5,702 USB Cologne (EcoSocSci) 101 RePEc 8
Showing 1 - 50 of 5,811
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The role of cognitive absorption in the experienced users' behaviour towards e-mail advertisements
Sukumaran, Alagirisamy Kamatchi Subbiah - In: International journal of business information systems : … 39 (2022) 1, pp. 116-132
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Tracking unconscious response to visual stimuli to better understand a pattern of human behavior on a Facebook page
Šola, Hedda Martina; Mikac, Mirta; Rončević, Ivana - In: Journal of innovation & knowledge : JIK 7 (2022) 1, pp. 1-9
As one of the fastest growing social media networks, Facebook is used daily by 7.91 billion users. Despite its worldwide influence, the cognitive perception of this social network has not been fully understood or researched. The current study examines human behavior when viewing Facebook pages...
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The effect of augmented reality versus traditional advertising : a comparison between neurophysiological and self-reported measures
Pozharliev, Rumen; De Angelis, Matteo; Rossi, Dario - In: Marketing letters : a journal of research in marketing 33 (2022) 1, pp. 113-128
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Anthropomorphized artificial intelligence, attachment, and consumer behavior
Hermann, Erik - In: Marketing letters : a journal of research in marketing 33 (2022) 1, pp. 157-162
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Differences in consumer knowledge and perceptions of personalized advertising : comparing online behavioural advertising and synced advertising
Segijn, Claire M.; Ooijen, Iris van - In: Journal of marketing communications 28 (2022) 2, pp. 207-226
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The impact of COVID-19 on consumer evaluation of authentic advertising messages
Park, Jooyoung; Kim, Jungkeun; Lee, Daniel C.; Kim, … - In: Psychology & marketing 39 (2022) 1, pp. 76-89
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Impact of cause-related marketing on consumer advocacy and cause participation : a causal model based on self-reports and eye-tracking measures
Badenes-Rocha, Alberto; Bigné Alcañiz, J. Enrique; … - In: Psychology & marketing 39 (2022) 1, pp. 214-226
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Hand movement speed in advertising elicits gender stereotypes and consumer responses
Malik, Sumit; Sayin, Eda - In: Psychology & marketing 39 (2022) 2, pp. 331-345
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Online-to-offline advertisements as field experiments
Matsui, Akira; Moriwaki, Daisuke - In: The Japanese economic review : the journal of the … 73 (2022) 1, pp. 211-242
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Persuasion knowledge in the marketplace : a meta-analysis
Eisend, Martin; Tarrahi, Farid - In: Journal of consumer psychology : JCP ; the official … 32 (2022) 1, pp. 3-22
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The CSR spillover effect on consumer responses to advertised reference price promotion
Lin, Chih-Huang; Lii, Yuan-Shuh; Ding, May-Ching - In: Administrative Sciences : open access journal 12 (2022) 1, pp. 1-13
This paper highlights the moderating effect of retailer CSR perception and CSR contribution type on the relationship between advertised reference price (ARP) and consumer evaluations. A two-by-three between-subjects factorial design is employed with the manipulation of ARP and CSR contribution...
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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
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Understanding which cues people use to identify influencer marketing on Instagram : an eye tracking study and experiment
Boerman, Sophie C.; Müller, Céline M. - In: International journal of advertising : the review of … 41 (2022) 1, pp. 6-29
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Influencer advertising on Instagram : product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification
Janssen, Loes; Schouten, Alexander P.; Croes, Emmelyn A. J. - In: International journal of advertising : the review of … 41 (2022) 1, pp. 101-127
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The influence of PSA's likeability on children’s intentions to eat healthy food
Nicolini, Valentina; Cassia, Fabio - In: International review on public and non-profit marketing 19 (2022) 1, pp. 15-36
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Message framing, non-conscious perception and effectiveness in non-profit advertising : contribution by neuromarketing research
Martinez-Levy, Ana C.; Rossi, Dario; Cartocci, Giulia; … - In: International review on public and non-profit marketing 19 (2022) 1, pp. 53-75
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Perception of advertisements with celebrity endorsement among mature consumers
Chan, Kara; Fan, Fei - In: Journal of marketing communications 28 (2022) 2, pp. 115-131
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Α path to our heart : visual metaphors and “white” space in advertising aesthetic pleasure
Margariti, Kostoula; Hatzithomas, Leonidas; Boutsouki, … - In: International journal of advertising : the review of … 41 (2022) 4, pp. 731-770
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The Attention Economy of Online Advertisement
White, Alexander; Jain, Kamal - 2021
Internet users often surf to multiple websites in order to accomplish a single task. When this happens, do these different sites face the right incentives when choosing their advertising policies? We build a model showing that websites are prone both to over-advertise and to misallocate ads...
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Modeling the Welfare Effects of Advertising : Preference-Shifting Deadweight Loss
Seto, Theodore P. - 2021
This paper explores one of normative economic theory’s most nagging omissions: its failure to model the welfare effects of advertising and other forms of marketing – central features of all modern market economies. Technically, the paper relaxes the standard welfarist assumption that...
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Hidden Advertising : The Streetlight Effect and Stock Mispricing
Gefen, Ofir; Hsu, Po-Hsuan; Lee, Hsiao-Hui; Reeb, David M. - 2021
Security regulators charge firms with providing material information about intangible investments to outside investors. Among the many firms that do not report their advertising, 25% are in the top decile of observed advertising. We find that relying on managerial judgment for disclosure...
Persistent link: https://ebtypo.dmz1.zbw/10013223942
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Impact of Social Media Advertising on Consumer Buying Behavior : With Special Reference to Fast Fashion Industry
Bandara, D. M. D. - 2021
Social media advertising has become the cornerstone of the most effective fashion brands’ marketing strategy in recent years. Since the boom of social media, most fashion retailers have started to recognize the benefits of creating value for their brands using social media platforms.The...
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The Impact of Animated Banner Ads on Online Consumers : A Feature-Level Analysis Using Eye Tracking
Hong, Weiyin; Cheung, Muller Y.M; Thong, James Y.L - 2021
Despite the popular use of animated banner ads on websites, extant research on the effects of web animation has generated mixed results. We argue that it is critical to identify feature-level animation characteristics and examine their individual and combined effects on capturing online...
Persistent link: https://ebtypo.dmz1.zbw/10013225104
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ROI of AI : Effectiveness and Measurement
Pandey, Sandeep; Gupta, Snigdha; Chhajed, Shubham - 2021
Knowing what an AI investment is worth and what determines that value is a pre-requisite for intelligent decision making- in choosing to invest in this field and domain. Investments in advanced transformation like AI, in deciding on the appropriate price to pay or receive in a takeover and in...
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The Dynamic Persuasive and Informative Advertising Strategy of a Two-Part Tariff Monopolist with Advertising Spillover Effects
Zhou, Lingyun; Liu, Hanzhi; zhong, genyuan - 2021
Though the two-part tariff is a widely adopted pricing strategy, research on it is lacking. In this paper, we establish a model of a two-part tariff product with persuasive advertising, informative advertising, and process innovation using optimal control theory. We apply Taylor’s theorem to...
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Information or Persuasion in the Mortgage Market : The Role of Brand Names
Michelangeli, Valentina; Carella, Agnese - 2021
The role, informative or persuasive, of brand names in driving purchasing decisions is very much under debate. We exploit the rebranding of a mortgage lender to analyse households’ choice behaviour in response to brand popularity. Loan-level data on new mortgages suggest that (1) brand...
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Impact of using Celebrity and Non-Celebrity in an Advertisement on Consumer Purchase Behavior in Cosmetics Category
Khurana, Akshay; Aggarwal, Aman; Kaur, Prabhsimran; … - 2021
In the current time of data blast and media impact, promotions assume a significant part in changing insight or considering buyer. Celebrities have been utilized for a wide assortment of cosmetics brands. There is restricted investigation on buyer impression of celebrity versus non-celebrity for...
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Assessing the Impact of Online Advertising Towards Domestic Travel Intention : In the Face of COVID-19 Pandemic
Ekanayake, E.M.T.B; Fernando, Imali - 2021
Tourism is a collection of activities, services, and industries that deliver a travel experience comprising transportation, accommodation, food and beverage, entertainment, and other hospitality services provided for individuals or groups traveling away from home. Despite this, Online...
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Online Advertising, Data Sharing, and Consumer Control
Johnson, Justin; Jungbauer, Thomas; Preuss, Marcel - 2021
We examine how policies for the ownership and control of consumer-generated data affect market outcomes in the online advertising industry. When advertisers have strong property rights over data regarding consumers' active purchase interests, competition between ad exchanges leads to too little...
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A Study on Influence of Advertisement in Consumer Brand Preference With Special Reference to Coimbatore City
Harikaran, S; Hemalatha, T M; Vishnu, M. M. - 2021
Measuring the influence of Advertisement in Consumer Brand Preference is very essential for every marketer. If advertisement does not create any positive change in consumers’ brand preference, all the resources such as money, time and efforts spent on advertisement will go in vain. Most of the...
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Intermediaries in the Online Advertising Market
D'Annunzio, Anna; Russo, Antonio - 2021
A large share of the ads displayed by digital publishers (e.g., newspapers and blogs) are sold via intermediaries (e.g., Google), that have large market power and reportedly allocate the ads in an opaque way. We study the incentives of an intermediary to disclose consumer information to...
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Show and Sell : Studying the Effects of Branded Cigarette Product Placement in TV Shows on Cigarette Sales
Goli, Ali; Mummalaneni, Simha; Chintagunta, Pradeep K.; … - 2021
We evaluate whether and how branded TV product placement affects sales for cigarette brands. We use data on product placement from TV shows and data on retail sales of cigarettes to estimate a demand model that incorporates the level of product placement exposure for each cigarette brand. We...
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Advertising in Top National English Dailies : Which Newspaper is Winning The Brands?
Das, Madhusmita; Chauhan, Gajendra Singh; Poonia, Arun Kumar - 2021
Newspapers are everywhere so the advertisements. Though challenged by the Internet, the print continues to be a credible media for the advertisers. The present media environment suggests that marketers and audiences have more choices and options than in the past. While the print industry suffers...
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The A/B Test Deception : Divergent Delivery, Ad Response Heterogeneity, and Erroneous Inferences in Online Advertising Field Experiments
Braun, Michael; Schwartz, Eric M. - 2021
Advertisers and researchers use tools provided by advertising platforms to conduct randomized experiments for testing user responses to creative elements in online ads. Internally valid comparisons between ads require the mix of experimental users exposed to each ad to be similar across all ads....
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Influence Celebrity Endorser, Brand Image, and Brand Trust on Emina's Cosmetics Product Purchase Decisions
Audrey, Angelina Nabila; Usman, Osly - 2021
This study aims to determine how the influence Celebrity Endorser, Brand Image, and Brand Trust on the decision to buy Emina cosmetic products, especially for adolescent women. This research is quantitative. The research method used is a survey method with a comparative approach. The data...
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Brand Perception by Celebrity Endorsement
Saumendra, Das; Padhy, Prasanta Kumar - 2021
Brand is the most valuable asset of any company and promoting the product of that company through a brand ambassador can enhance brand value or equity which in turn can be leveraged through brand extension. Although brand personality also nourishes brands to gain market share, command premium...
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An Antitrust Framework for False Advertising
Carrier, Michael A.; Tushnet, Rebecca - 2021
Federal law presumes that false advertising harms competition. Federal law also presumes that false advertising is harmless or even helpful to competition. Contradiction is not unknown to the law, of course. This contradiction, though, is acute. For not only are both regimes at issue designed to...
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Position Auctions with Endogenous Product Information : Why Live-Streaming Advertising Is Thriving
Chen, Ying-Ju; Gallego, Guillermo; Gao, Pin; Li, Yang - 2021
Live-streaming advertising in e-commerce is soaring. Both Amazon and Alibaba have employedthis novel marketing model to engage consumers by sequentially exhibiting differentproducts through live-streaming videos. In this paper we adopt a mechanism design frameworkto model live-streaming...
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The influence of advertising on children's buying behaviour : a case study in Slovakia
Hajduova, Zuzana; Hutmanova, Nikoleta; Jusko, Lubor; … - In: Marketing i menedžment innovacij : m&mi (2021) 3, pp. 199-210
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Marketing response and temporal aggregation
Franses, Philip Hans - In: Journal of marketing analytics : JMA 9 (2021) 2, pp. 111-117
Persistent link: https://ebtypo.dmz1.zbw/10012550142
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Green or social? : an analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude
Sander, Frauke; Föhl, Ulrich; Walter, Nadine; Demmer, Vera - In: The journal of brand management : an international journal 28 (2021) 4, pp. 429-445
Persistent link: https://ebtypo.dmz1.zbw/10012550332
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Responses to anti-adblock filters : theoretical foundations, influential factors, and managerial implications
Redondo, Ignacio; Aznar, Gloria - In: Journal of business economics and management 22 (2021) 1, pp. 42-60
Ad-supported websites face an increasing loss of monetizable ad impressions due to the rapid spread of adblockers, which allow users to get desired website content without unwanted advertising. As a countermeasure, many of these websites use anti-adblock filters, which detect adblock users and...
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How advertising avoidance affects visual attention and memory of advertisements
Onișor, Lucian-Florin; Ioniță, Daniela - In: Journal of business economics and management 22 (2021) 3, pp. 656-674
Understanding how to more effectively advertise is an important area for practitioners, many of whom are struggling to stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising, additional research to better understand advertising...
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Leveraging luxury brands purchase intention through cultural congruent assertive advertising : a cross-cultural experimental evidence from Malaysia and Pakistan
Raza, Syed Hassan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 1, pp. 138-165
Recently, scholars suggested that brands can leverage their sales by developing advertisements through identifying the particular cultural orientation associated with consumer behavior in question. However, little effort has been made in understanding this phenomenon that how presentation and...
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Consumer self-reported and testosterone responses to advertising of luxury goods in social context
Pozharliev, Rumen; Verbeke, Willem J. M. I.; De … - In: Italian journal of marketing : ITJM 2021 (2021) 1/2, pp. 103-127
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Logo shape and color as drivers of change in brand evaluation and recognition
Torbarina, Matia; Grgurić Čop, Nina; Jelenc, Lara - In: Naše gospodarstvo : NG 67 (2021) 1, pp. 33-45
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Behaviorally targeted location-based mobile marketing
Bernritter, Stefan F.; Ketelaar, Paul E.; Sotgiu, Francesca - In: Journal of the Academy of Marketing Science 49 (2021) 4, pp. 677-702
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Online program engagement and audience size during television ads
Fossen, Beth L.; Bleier, Alexander - In: Journal of the Academy of Marketing Science 49 (2021) 4, pp. 743-761
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Global or adapted advertising? : consumer evaluation of advertising activity of foreign enterprises on the Polish market
Nowacki, Robert - In: Contemporary economics 15 (2021) 4, pp. 415-428
Intensification of globalization processes in the contemporary world entails conse-quences for all areas of socio-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global envi-ronment. Expansion into foreign markets presents...
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The role of celebrity endorser toward brand attitude and purchase intention : a study from Indonesia
Putri, Riyana; Roostika, Ratna - In: International Journal of Research in Business and … 10 (2021) 8, pp. 68-75
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