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  • Search: subject_exact:"Advertising effects"
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Year of publication
Subject
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Werbewirkung 7,503 Advertising effects 7,346 Werbung 3,521 Advertising 3,489 Consumer behaviour 3,280 Konsumentenverhalten 3,280 Online-Marketing 1,943 Internet marketing 1,940 Brand management 1,036 Markenführung 1,036 Markenimage 898 Brand image 887 USA 596 United States 594 Social Web 557 Social web 557 Brand 470 Markenartikel 469 Theorie 469 Theory 468 Deutschland 454 Germany 441 Marketing management 433 Marketingmanagement 433 Emotion 418 Celebrity endorsement 416 Celebrity-Werbung 416 Werbepsychologie 397 Psychology of advertising 389 Fernsehwerbung 361 Television advertising 361 Zielgruppe 347 Target group 344 advertising 315 Experiment 303 Wahrnehmung 244 Perception 241 Viral marketing 241 Virales Marketing 241 Product Placement 228
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Online availability
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Undetermined 2,556 Free 1,208
Type of publication
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Article 5,440 Book / Working Paper 2,052 Journal 20
Type of publication (narrower categories)
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Article in journal 4,827 Aufsatz in Zeitschrift 4,827 Aufsatz im Buch 607 Book section 607 Graue Literatur 444 Non-commercial literature 444 Arbeitspapier 343 Working Paper 343 Hochschulschrift 325 Thesis 236 Collection of articles of several authors 79 Sammelwerk 79 Case study 46 Fallstudie 46 Dissertation u.a. Prüfungsschriften 39 Bibliografie enthalten 34 Bibliography included 34 Conference paper 32 Konferenzbeitrag 32 Aufsatzsammlung 31 Lehrbuch 26 Konferenzschrift 21 Textbook 21 Collection of articles written by one author 18 Sammlung 18 Ratgeber 17 Guidebook 16 Reprint 12 Systematic review 12 Übersichtsarbeit 12 Conference proceedings 10 Mehrbändiges Werk 6 Multi-volume publication 6 Amtsdruckschrift 5 Bibliografie 5 Government document 5 Handbook 3 Handbuch 3 Adressbuch 2 CD-ROM, DVD 2
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Language
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English 6,557 German 917 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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Pelsmacker, Patrick de 56 Gierl, Heribert 54 Esch, Franz-Rudolf 37 Bauer, Hans H. 32 Dens, Nathalie 30 Eisend, Martin 29 Diehl, Sandra 27 Septianto, Felix 25 Wilbur, Kenneth C. 24 Taylor, Charles Raymond 23 Terlutter, Ralf 23 Kaiser, Harry M. 22 Huber, Frank 20 Reijmersdal, Eva A. van 20 Hudders, Liselot 19 Pauwels, Koen 19 Rosengren, Sara 19 Chang, Chingching 18 Dahlén, Micael 18 Stafford, Marla Royne 18 Yoon, Hye Jin 18 Yoon, Sukki 18 Bellman, Steven 17 Mueller, Barbara 17 Matthes, Jörg 16 Romaniuk, Jenni 16 Smit, Edith G. 16 Chan, Kara 15 Franses, Philip Hans 15 Geuens, Maggie 15 Gröppel-Klein, Andrea 15 Muehling, Darrel D. 15 Phau, Ian 15 Roy, Subhadip 15 Srinivasan, Shuba 15 Tucker, Catherine 15 Varan, Duane 15 Cauberghe, Verolien 14 Poels, Karolien 14 Bergkvist, Lars 13
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Institution
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National Bureau of Economic Research 22 Springer Fachmedien Wiesbaden 20 Fachhochschule Reutlingen / European School of Business 5 Erasmus Research Institute of Management 4 Advertising Research Foundation 3 Arbeitsgemeinschaft Media-Analyse 3 Deutsche Werbewissenschaftliche Gesellschaft 3 IP Deutschland GmbH <Köln> 3 Media-Micro-Census GmbH <Frankfurt, Main> 3 Shaker Verlag 3 Springer Gabler <Firma> 3 Technische Universität Braunschweig 3 United States / Congress / Senate / Committee on the Judiciary / Subcommittee on Antitrust and Monopoly 3 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 IGI Global 2 International Conference on Research in Advertising <4, 2005, Saarbrücken> 2 OECD 2 Peter Lang GmbH 2 Rijksuniversiteit Gent / Faculteit Economie en Bedrijfskunde 2 Wissenschaftliche Gesellschaft für Marketing und Unternehmensführung 2 Österreichische Werbewissenschaftliche Gesellschaft 2 Advertising Effectiveness Research Forum <1998> 1 Association of National Advertisers 1 Avrim Lazar and Associates 1 Bundesverband der Verbraucherzentralen und Verbraucherverbände 1 Chambre de commerce et d'industrie de Paris 1 Department of Agricultural Economics, Cornell University Agricultural Experiment Station 1 Department of Agricultural Economics, New York State College of Agriculture and Life Sciences, Cornell University 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 248 Journal of advertising : official publication of the American Academy of Advertising 236 International journal of advertising : the quarterly review of marketing communications 215 Journal of business research : JBR 198 Journal of marketing communications 180 International journal of advertising : the review of marketing communications 173 Journal of promotion management : JPM 116 Psychology & marketing 114 Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences 91 Journal of retailing and consumer services 73 Journal of promotion management : innovations in planning and applied research 72 European journal of marketing : EJM 69 Journal of marketing research : JMR 63 International journal of internet marketing and advertising : IJIMA 62 Marketing letters : a journal of research in marketing 60 Journal of current issues and research in advertising : JCIRA 59 Health marketing quarterly 49 Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation 49 Marketing : ZFP ; journal of research and management 49 SpringerLink / Bücher 47 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 46 Young consumers : insight and ideas for responsible marketers 36 Journal of marketing 34 Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung 34 International journal of hospitality management 33 Journal of global marketing 33 The journal of product & brand management 33 Journal of current issues and research in advertising 32 The journal of consumer marketing 32 Journal of consumer research : JCR ; an interdisciplinary bimonthly 31 Journal of research in interactive marketing : interactive marketing and computer-mediated communication 31 Management science : journal of the Institute for Operations Research and the Management Sciences 31 Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology 30 Advertising and communication : proceedings 4th International Conference on Research in Advertising (ICORIA), Saarland University, June 2 - 4, 2005, Saarbruecken 29 Journal of international consumer marketing 29 Journal of the Academy of Marketing Science 28 The journal of brand management : an international journal 28 Asia Pacific journal of marketing and logistics 27 Journal of marketing management : MM 27 International journal of pharmaceutical and healthcare marketing : IJPHM 26
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Source
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ECONIS (ZBW) 7,403 USB Cologne (EcoSocSci) 101 RePEc 8
Showing 1 - 50 of 7,512
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Disentangling the effects of ad tone on voter turnout and candidate choice in presidential elections
Gordon, Brett R.; Lovett, Mitchell J.; Luo, Bowen; … - In: Management science : journal of the Institute for … 69 (2023) 1, pp. 220-243
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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
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Suffizienzförderung in der Marketingkommunikation
2023
Aktuelle Forschungsstudien betrachten im Kontext von Suffizienz und Marketing aktuell vor allem den Einsatz in Unternehmen selbst und weniger die Wirkung von Marketingmaßnahmen auf die Konsumenten. So gibt es etwa erste Studien dazu warum und wie kommerzielles Marketing suffizienzfördernden...
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Is VR always better for destination marketing? : comparing different media and styles
Griffin, Tom; Guttentag, Daniel; Lee, Seung Hwan Mark; … - In: Journal of vacation marketing 29 (2023) 1, pp. 119-140
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Creating effective visuals for destination marketing videos : scenery vs people
Alamäki, Ari; Rhee, Cheul; Suomala, Jyrki; Kaski, Timo; … - In: Journal of vacation marketing 29 (2023) 1, pp. 141-157
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Emojis to conversion on social media
Mladenović, Dušan; Koštiál, Kamil; Ljepava, Nikolina; … - In: International journal of consumer studies 47 (2023) 3, pp. 977-994
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Information Design for Sponsored Advertising
Sato, Hiroto; Shirakawa, Ryo - 2023
How much sponsored products’ information do e-commerce platforms disclose? This study explores the platform’s information design problem of maximizing sponsored advertising revenue, wherein a consumer sequentially searches for products’ information with a deliberate order. In a general...
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Effect of Advertisement on Consumer Brand Preference of Sachet Water : A Case of La-Nkwantanang Municipality
Nkrumah, Benjamin - 2023
The purpose of this study was to examine the effect of advertisement on consumer brand preference of sachet water in the La Nkwantanang Municipality. This study used quantitative research technique with a sample size of 399 respondents. A closed ended type of questionnaire was used and also a...
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Ethical Responsibility of Advertisers : Using TARES as An Ethical Model for Assessing Fast Food Advertising in Pakistan
Fizzah, Syeda Zill E Huda - 2023
In adopting a multi-modal lens to carry out the current research, the researchers identify the ethical advertising misjudgments of four major fast food companies in Pakistan. The research utilizes the five principles of TARES framework; by conducting Multi-modal discourse analysis, in order to...
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Is this advertising or not, and do I care? : perceptions of and opinions regarding hybrid forms of content
Stürmer, Lina; Einwiller, Sabine - In: Journal of marketing communications 29 (2023) 2, pp. 161-178
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Sustainability communication
Golob, Urša; Podnar, Klement; Žabkar, Vesna - In: International journal of advertising : the review of … 42 (2023) 1, pp. 42-51
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Diversity and inclusion in advertising research
Eisend, Martin; Muldrow, Adrienne F.; Rosengren, Sara - In: International journal of advertising : the review of … 42 (2023) 1, pp. 52-59
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Advertising and privacy : an overview of past research and a research agenda
Boerman, Sophie C.; Smit, Edith G. - In: International journal of advertising : the review of … 42 (2023) 1, pp. 60-68
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Twenty years of research on gamified advertising : a systematic overview of theories and variables
Berlo, Zeph M. C. van; Reijmersdal, Eva A. van; … - In: International journal of advertising : the review of … 42 (2023) 1, pp. 171-180
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The perceived image of nudity in digital advertisements
Daou, Lindos; Maksoud, Lea - In: Arab economic and business journal 15 (2023) 1, pp. 1-9
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Attitude toward nudity and advertising in general through the mediation of offensiveness and moderation of cultural values : evidence from Pakistan and the United States
Khalid, Afia; Awan, Raheel Amir; Qadeer, Faisal; Saeed, Zara - In: Pakistan journal of commerce and social sciences 17 (2023) 1, pp. 115-134
Considering the ever-increasing trend of utilizing nudity content in marketing, this study investigates whether consumers’ nudity attitudes modify their attitudes toward advertising in general (AAG) and also tests the mediation of offensiveness in this path. In addition, the study also tests...
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Real-time bidding campaigns optimization using user profile settings
Miralles-Pechuán, Luis; Qureshi, M. Atif; Namee, Brian Mac - In: Electronic commerce research 23 (2023) 2, pp. 1297-1322
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Retail Advertising Effects and Spatial Competition : Evidence from Home Improvement Stores
Luo, Bowen; Ranjan, Bhoomija - 2023
The retail industry is one of the top spenders in advertising, and retailers are keen to design an effective ad campaign targeting a relevant audience. We study how the effects of retail advertising on store traffic depend on customer location, ad content, and behavioral attributes using...
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Advertisement and Consumer Behaviour : A Study on Fast Moving Consumer Goods (FMCG)
Kaur, Inderjit; Kumar, Rajender - 2023
The present study has as its scope the analysis of budgetary devices that are embodied as budget planning tools, namely, the Pluriannual Plan, the Budget Guidelines Law and the Annual Budget Law. The present research seeks to understand the characteristics of federal budget laws, contained in...
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Callable Bonds : Better Value than Advertised?
Kalotay, Andrew - 2023
Transaction costs that occur when refunding diminish the value of the call option, and their effect should be factored in at the time of issuance. One way of avoiding such costs is to issue ratchet bonds essentially one-way floaters that automatically reset lower when rates decline, thus...
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Agency Bidding in Online Advertising
Choi, W. Jason; Sayedi, Amin - 2023
We study the impact of ad agencies on the online advertising market. To increase the payoffs of their clients, in a process known as “bid rotation,” agencies act as bidding rings where they strategically hold out some ad candidates from publishers’ auctions to soften competition. We show...
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Serving two masters? : optimizing mobile ad contracts with heterogeneous advertisers
Ghoshal, Abhijeet; Mookerjee, Radha - In: Production and operations management : the flagship … 32 (2023) 2, pp. 618-636
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The role of brand silence and nostalgia in revitalizing traditional skincare products with advertising and celebrity endorsement strategy as a mediator
Tripathi, Vibhuti; Chandra, Tarunija - In: The journal of business and economic studies 26 (2023) 2, pp. 72-108
The purpose of this research is to identify the role of brand salience and nostalgia in the revitalization of traditional skincare products present in India. The study also examines the mediating role of advertising and celebrity endorsement strategy on these relationships. Exploratory and...
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Brand placements in video games : how local in-game experiences influence brand attitudes
Mädche, Alexander; Wänke, Michaela - In: Psychology & marketing 40 (2023) 2, pp. 274-287
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Make it part of the story : the role of product placement prominence and integration in fashion and beauty blogs among young digital natives
Cárdaba, Miguel A. M.; Martinez, L.; Cuesta, U. - In: Journal of global fashion marketing : JGfM 14 (2023) 2, pp. 157-172
Persistent link: https://ebtypo.dmz1.zbw/10014290744
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Relationship (breakup) reminders drive online advertising effectiveness
Bandyopadhyay, Argho; Septianto, Felix - In: Psychology & marketing 40 (2023) 6, pp. 1152-1161
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When you realize that big brother is watching : how informing consumers affects synced advertising effectiveness
Segijn, Claire M.; Kim, Eunah; Sifaoui, Asma; Boerman, … - In: Journal of marketing communications 29 (2023) 4, pp. 317-338
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Children's vulnerability to advertising : an overview of four decades of research (1980s-2020s)
Rozendaal, Esther; Buijzen, Moniek - In: International journal of advertising : the review of … 42 (2023) 1, pp. 78-86
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Comparing the effects of greenwashing claims in environmental airline advertising : perceived greenwashing, brand evaluation, and flight shame
Neureiter, Ariadne; Matthes, Jörg - In: International journal of advertising : the review of … 42 (2023) 3, pp. 461-487
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Effects of an ad valorem Web Tax in a Cournot-Nash market for digital advertising
D'Andria, Diego - In: International tax and public finance 30 (2023) 1, pp. 20-42
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Incentive misalignments in programmatic advertising : evidence from a randomized field experiment
Frick, Thomas W.; Belo, Rodrigo; Telang, Rahul - In: Management science : journal of the Institute for … 69 (2023) 3, pp. 1665-1686
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An extended source attractiveness model : the advertising effectiveness of distinct athlete endorser attractiveness types and its contextual variation
Frank, Björn; Mitsumoto, Shusei - In: European Sport management quarterly : ESMQ 23 (2023) 4, pp. 1091-1114
Persistent link: https://ebtypo.dmz1.zbw/10014320228
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Estimating marketing component effects : double machine learning from targeted digital promotions
Ellickson, Paul B.; Kar, Wreetabrata; Reeder, James C. - In: Marketing science 42 (2023) 4, pp. 704-728
Persistent link: https://ebtypo.dmz1.zbw/10014317639
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Generation Z's and millennials' perception of masculinity in advertising : a challenge for advertisers
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39
Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...
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Media multitasking, advertising appeal, and gender effects
Garaus, Marion; Wolfsteiner, Elisabeth - In: Review of managerial science : RMS 17 (2023) 2, pp. 539-567
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Dual routes or a one-way to persuasion? : the elaboration likelihood model versus the unimodel
El Hedhli, Kamel; Zourrig, Haithem - In: Journal of marketing communications 29 (2023) 5, pp. 433-454
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Influence or advertise: the role of social learning in influencer marketing
Berman, Ron; Ory, Aniko - 2023
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The boundaries of a small company’s human voice : insights into dark humour in internet recruitment advertising
Oikarinen, Eeva-Liisa - In: Corporate reputation review 26 (2023) 3, pp. 223-241
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How do brand communication and brand personality shape consumer loyalty?
In: Economic and business review : EBR 25 (2023) 2, pp. 118-127
Persistent link: https://ebtypo.dmz1.zbw/10014309208
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Towards sustainable development : coupling green marketing strategies and consumer perceptions in addressing greenwashing
Ur Rahman, Saleem; Bang Nguyen Viet - In: Business strategy and the environment 32 (2023) 4, pp. 2420-2433
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Effectiveness of sponsoring the video assistant referee system : a comparative exploratory study
Santos, Manuel Alonso dos; Sánchez-Franco, Manuel J.; … - In: International journal of sports marketing & sponsorship 24 (2023) 2, pp. 221-240
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The effect of privacy on market structure and prices
Bird, Daniel; Neeman, Zvika - 2023
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Consumers' behavioural responses to price promotions of organic products : an introspective pre-study and an online field experiment
Isojärvi, Jyrki; Aspara, Jaakko - In: European journal of marketing 57 (2023) 7, pp. 1804-1825
Persistent link: https://ebtypo.dmz1.zbw/10014342168
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The application of neuromarketing tools in communication research : a comprehensive review of trends
Casado-Aranda, Luis-Alberto; Sánchez-Fernández, Juan; … - In: Psychology & marketing 40 (2023) 9, pp. 1737-1756
Persistent link: https://ebtypo.dmz1.zbw/10014338321
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Programmatic advertising in online retailing : consumer perceptions and future avenues
Ciuchita, Robert; Gummerus, Johanna Katariina; … - In: Journal of service management 34 (2023) 2, pp. 231-255
Persistent link: https://ebtypo.dmz1.zbw/10014337950
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Creating persuasive health messages on social media : effects of humor and perceived efficacy on health attitudes and intentions
Wang, Tianjiao; Pavelko, Rachelle - In: Health marketing quarterly 40 (2023) 3, pp. 326-346
Persistent link: https://ebtypo.dmz1.zbw/10014333920
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How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions
D'Ambrogio, Simone; Werksman, Noah; Johnson, Elizabeth N. - In: Psychology & marketing 40 (2023) 4, pp. 723-734
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Marvelous advertising returns? : a meta-analysis of advertising elasticities in the entertainment industry
Burmester, Alexa B.; Edeling, Alexander; Marchand, André; … - In: Journal of the Academy of Marketing Science 51 (2023) 5, pp. 1019-1045
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Online advertising and real estate sales : evidence from the housing market
Zhang, Xiuzhi; Zhang, Ying; Lin, Zhijie - In: Electronic commerce research 23 (2023) 1, pp. 605-622
Persistent link: https://ebtypo.dmz1.zbw/10014251734
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Understanding the Effect of Social Media Advertising Values on Online Purchase Intention : A Case Study of Bangkok, Thailand
Charoensereechai, Cattaliya; Nurittamont, Wasutida; … - 2023
This research aims to critically evaluate and examine the relationships between social media advertising value (SMAV), consumer personal factor towards social media advertisements (PF), technology acceptance (TAM), theory of behaviours (TPB), and online purchase intention (OPI) in Bangkok,...
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