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Year of publication
Subject
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Advertising effects 9,980 Werbewirkung 9,980 Consumer behaviour 5,297 Konsumentenverhalten 5,297 Werbung 5,155 Advertising 5,133 Online-Marketing 2,306 Internet marketing 2,303 Brand management 1,438 Markenführung 1,438 Markenimage 1,340 Brand image 1,331 Brand 1,027 Markenartikel 1,026 Social Web 1,024 Social web 1,024 Marketing management 813 Marketingmanagement 813 Theorie 760 Theory 759 Emotion 637 Celebrity endorsement 634 Celebrity-Werbung 634 USA 538 United States 535 Experiment 501 Deutschland 464 Zielgruppe 462 Germany 459 Target group 459 advertising 414 Fernsehwerbung 399 Television advertising 399 Beziehungsmarketing 398 Relationship marketing 397 Viral marketing 372 Virales Marketing 372 Werbepsychologie 357 Psychology of advertising 355 Wahrnehmung 351
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Online availability
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Undetermined 4,181 Free 1,794 CC license 134 Digitizable 2
Type of publication
All
Article 7,605 Book / Working Paper 2,357 Journal 24
Subcategories
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Article in journal 6,745 Book section 693 Working paper 413 Proceedings 83 Case study 46 Textbook 24 Guidebook 19 Literature review 12 Government document 4 Handbook 3 Introduction 3 Reference work 2 Glossary included 1 Report 1 Review 1 Statistics 1
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Language
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English 9,161 German 811 French 9 Undetermined 5 Italian 2 Polish 2 Spanish 2 Portuguese 1 Russian 1 Swedish 1
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Author
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Gierl, Heribert 61 Pelsmacker, Patrick de 61 Esch, Franz-Rudolf 37 Dens, Nathalie 33 Eisend, Martin 33 Septianto, Felix 33 Bauer, Hans H. 32 Diehl, Sandra 30 Taylor, Charles Raymond 29 Yoon, Hye Jin 28 Reijmersdal, Eva A. van 27 Hudders, Liselot 26 Rosengren, Sara 25 Bellman, Steven 24 Stafford, Marla Royne 24 Tucker, Catherine 24 Wilbur, Kenneth C. 24 Pauwels, Koen 23 Terlutter, Ralf 23 Kaiser, Harry M. 22 Matthes, Jörg 22 Yoon, Sukki 22 Chang, Chingching 21 Dahlén, Micael 21 Franses, Philip Hans 21 Huber, Frank 19 Mueller, Barbara 19 Smit, Edith G. 19 Tellis, Gerard J. 19 Chan, Kara 18 Geuens, Maggie 18 Roy, Subhadip 18 Jerath, Kinshuk 17 Kennedy, Rachel 17 Phau, Ian 17 Varan, Duane 17 Cauberghe, Verolien 16 Dekimpe, Marnik G. 16 Gröppel-Klein, Andrea 16 Langner, Tobias 16
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Institution
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National Bureau of Economic Research 25 Springer Fachmedien Wiesbaden 19 Arbeitsgemeinschaft Media-Analyse 7 Media-Micro-Census GmbH <Frankfurt, Main> 7 Erasmus Research Institute of Management 5 Fachhochschule Reutlingen / European School of Business 5 Advertising Research Foundation 4 Deutsche Werbewissenschaftliche Gesellschaft 4 IP Deutschland GmbH <Köln> 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 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 European Advertising Academy 2 Helmut-Schmidt-Universität/Universität der Bundeswehr Hamburg 2 Herbert von Halem Verlag 2 Institute of Canadian Advertising 2 International Conference on Research in Advertising <4, 2005, Saarbrücken> 2 Nomos Verlagsgesellschaft 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 AAAA 1 ARF 1 Advertising Association 1 American Management Association, inc. 1 American Marketing Association 1 American association of Advertising Agencies 1 Anheuser-Busch, Inc. 1 Association of National Advertisers 1 Avrim Lazar and Associates 1 Bundesverband der Verbraucherzentralen und Verbraucherverbände 1 CSU 1 Cam Foundation 1
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Published in...
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International journal of advertising : the review of marketing communications 506 Journal of business research : JBR 292 Journal of advertising research 287 Journal of advertising : official publication of the American Academy of Advertising 239 Journal of marketing communications 232 Psychology & marketing 154 Journal of retailing and consumer services 140 Marketing science 136 Journal of promotion management : JPM 134 Journal of promotion management : innovations in planning and applied research 106 International journal of internet marketing and advertising : IJIMA 90 European journal of marketing : EJM 79 Journal of current issues and research in advertising : JCIRA 76 Journal of marketing research : JMR 74 Journal of current issues and research in advertising 73 Asia Pacific journal of marketing and logistics 70 The journal of product & brand management 68 Health marketing quarterly 65 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 65 Marketing letters : a journal of research in marketing 62 Journal of marketing 61 Journal of research in interactive marketing : interactive marketing and computer-mediated communication 59 Marketing : ZFP ; journal of research and management 55 Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation 53 International journal of sports marketing & sponsorship 52 Management science : journal of the Institute for Operations Research and the Management Sciences 50 SpringerLink / Bücher 50 Young consumers : insight and ideas for responsible marketers 50 Journal of advertising 47 Marketing intelligence & planning 47 European journal of marketing 46 Journal of international consumer marketing 43 Journal of the Academy of Marketing Science 40 International journal of hospitality management 39 The journal of brand management : an international journal 39 Journal of global marketing 35 Journal of marketing research 35 Tourism management : research, policies, practice 34 Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung 34 International journal of consumer studies 33
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Source
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ECONIS (ZBW) 9,980 RePEc 6
Showing 1 - 50 of 9,530
 
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Effect of consumer brand involvement on brand advocacy : a moderated mediation model
Cheung, Fung Yi Millissa; To, Wai Ming - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015591586
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Generational and economic differences in the effectiveness of product placement : a predictive approach using CART analysis
Vrtana, David; Duricova, Lucia - 2026
Product placement has become an integral part of contemporary marketing communication, aiming to influence consumer attitudes and purchasing behaviour through subtle brand exposure in audiovisual media. Despite its growing prevalence, the effectiveness of product placement in shaping purchase...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015625319
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Influence of environmental stimuli on impulsive buying behavior in online livestream commerce : the moderating role of livestream viewing frequency and livestream shopping experience
Dinh Huu De; Khoa Bui Thanh - 2026
The impact of environmental factors on consumer impulsive buying behavior in the context of e-commerce live streaming: Role of celebrity endorsements and moderating effects of live streaming frequency and shopping experience This study examined the effect of environmental factors like perceived...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015628749
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Pharmaceutical advertising in dynamic equilibrium
Dubois, Pierre; Pakes, Ariel - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015637921
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Pharmaceutical advertising in dynamic equilibrium
Dubois, Pierre; Pakes, Ariel - 2026
Book / Working Paper
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Pharmaceutical Advertising in Dynamic Equilibrium
Dubois, Pierre; Pakes, Ariel - 2026
Book / Working Paper
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Abstract vs. concrete messages : reassessing the impact of construal level on prosocial behavior
Sheehan, Benjamin; Dissanayake, Pramodhya - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015638532
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Power of social media influencers on brand awareness, value, and consumer purchases
Munir, Tanya; Watts, Sean - 2026
This study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value and the moderating effect of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015639175
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Effects of the moderating role of trendiness on brand image, E-WOM, brand attitude and online purchase intention : Rashad Maharramov; Bahman Huseynli; Gözde Kandemir Çomoğlu
Maharramov, Rashad; Huseynli, Bahman; Kandemir … - 2026
Purpose- The purpose of the research is to analyse the impact of electronic word-of-mouth (e-WOM), brand image, and consumer attitude on purchase intention, as well as the moderating influence of trendiness on these relationships.Research methodology - The study is quantitative research. Six...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015644302
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A theory of dynamic product awareness and targeted advertising
Cavenaile, Laurent; Çelik, Murat Alp; Perla, Jesse; … - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015656667
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Social media advertising loads as prices
Beknazar-Yuzbashev, George; Jiménez Durán, Rafael; … - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015647357
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Generative AI-enabled music generation in marketing and consumer response
Iversen, Philipp - 2026
Generative AI is revolutionizing the marketing industry by producing high-quality, cost-effective and time-efficient content. This study investigates the potential of AI-generated music in digital advertising. Two studies, a survey and a real-world A/B test, evaluate the different songs on...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015650957
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Philanthropic practice on consumer attitude mediation of CRM campaign and CRM purchase intention
Durgha Devi, L.; Arumugam, Thangaraja - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015651511
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Dual routes of persuasion in tourism : building marine destination image through the elaboration likelihood model
Prasetyawati, Yuliana Riana; Balqiah, Tengku Ezni; Sri … - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015632973
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Sponsorship dynamics in low-media-coverage sports : an examination of Norwegian individual athletes and their sponsors
Romanelli, Mark; Kjærstad, Andrea; Moustakas, Louis - 2026
This study investigates why companies sponsor individual athletes in sports with low media coverage and how such athletes secure sponsorship agreements. While sport sponsorship research has predominantly focused on mainstream sports and event-based contexts, limited attention has been given to...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015633943
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Can facebook ads prevent Malaria? : two field experiments in India
Donati, Dante; Rao, Nandan; Orozco-Olvera, Victor H.; … - 2026
This study evaluates a nationwide malaria prevention campaign delivered through social media in India using a district-level cluster-randomized controlled trial. We combine two survey samples(N = 8,253) with administrative health records to assess effects on offline malaria-related behaviors and...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015666595
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The power of the unspoken : how brands implicitly reference specific brands in indirect comparative advertising
Kauz, Janina Rebecca; Gollnhofer, Johanna - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015666155
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When brand activism meets adversity : consumer reactions to performance- and value-related crises of varying severity
Francioni, Barbara; De Cicco, Roberta; Curina, Ilaria; … - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015665832
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Cultural value adaptation in advertising is effective, but not dependable : a meta-analysis of 25 years of experimental research
Hornikx, Jos; O'Keefe, Daniel J. - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015668870
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Decoding generation Z purchase intention : the impact of brand awareness, brand equity, digital media content and emotions
Ademi, Lutfije; Zeqiri, Jusuf; Klopotan, Igor - 2026
This study investigates the impact of brand awareness, brand equity, digital media content, and emotions on the purchasing intentions of Generation Z in North Macedonia, those born between 1997 and 2012. Objectives: This study aims to analyse the underlying factors to be considered when...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015667918
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Investigating the role of influencer marketing in shaping luxury brand perceptions
Akter, Salma; Khan, Raihan Ahamed - 2026
This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers' perceptions of...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015653884
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The solid past : visual stability of brand logos on consumer attitudes toward nostalgic brands
Xiao, Chunqu; Wang, Chenyu; Zhou, Yayu - 2026
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015665851
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Voice versus text? : an empirical analysis on the impact of physicians' voice messages in online medical consultations
Ma, Yuanhong; Zhang, Alan Ran; Li, Xitong; Mao, Shengjun - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015618148
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"Beat the market!" or "Take care of your savings" : can language in bank advertisements influence women's attitudes towards finance? : an experimental comparison of different - inclusive - languages to counter the gender gap in finance
Giannella, Valeria Amata; Manzi, Claudia; Crapolicchio, … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015485762
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Finding the right voice : how CEO communication on the Russia-Ukraine war drives public engagement and digital activism
Hamelberg, Kedma; Ruyter, Ko de; Dolen, Willemijn M. van; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015147843
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Psychological reactance in assertive green advertising : addressing the role of individual values
Freudenreich, Thomas; Penz, Elfriede - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015205248
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The effects of advertising disclosure regulations on social media : evidence from Instagram
Ershov, Daniel; Mitchell, Matthew F. - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015372956
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Assessing the effectiveness of prosocial activism within sponsored influencer posts on product promotion
Gao, Liyu; Marder, Ben; Lacka, Ewelina; Colliander, Jonas - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015372974
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Authenticity perceptions of informational and transformational advertising : decoding the role of construal level mindset
Papadopoulou, Christina; Hultman, Magnus; Oghazi, Pejvak - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015373260
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Location matters when advertising sustainable products : influences of conceptual metaphor and anthropomorphism
Shirai, Miyuri - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015333860
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The effect of autonomous sensory meridian response (ASMR) messages on consumer brand perceptions and intentions
Gotsch, Mauro Luis; Gasser, Florian - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015333891
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The role of advertising in the choice between reselling and agency selling
Sigué, Simon Pierre; Gromova, Ekaterina - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015338362
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Assessing the suitability of digital advertising formats for products from diverse business sectors : insights from experts
Zemlickienė, Vaida; Palomo-Domínguez, Isabel; … - 2025
Different companies need to spread the word about products; advertising agencies need to make rational decisions, simplify decision-making, find the best alternative, and increase the reach of potential users. While demographic, geographic, etc. factors are recognized when selecting advertising...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015338608
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Offensive and harmful advertising : a content analysis of official complaints
Auxtova, Kristina; Brennan, Mary - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015191891
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Influencer marketing effectiveness : a meta-analytic review
Pan, Meizhi; Blut, Markus; Ghiassaleh, Arezou; Lee, … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015192980
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The vampire effect of smartphone swiping : how atypical motor actions increase ad attention but impair brand recall
Rohrbach, Stefan; Bruns, Daniel; Langner, Tobias - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194212
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Selling sustainability : making green advertising more concrete with circular economy message framing
Gutentag, Jolie; Russell, Cristel Antonia - 2025
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Speaking green : expressing a message in a foreign language fosters consumers' pro-environmental choices
Saile, Katharina S.; Neef, Nicolas Eric; Hüttl-Maack, … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194215
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How does persuasion knowledge differ between humanlike virtual influencers and human influencers?
Willemsen, Lotte M.; Withuis, Iris; Brom, Marije; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194217
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How to accurately measure attention to video advertising
Hartnett, Nicole; Bellman, Steven; Beal, Virginia; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015194220
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Unfaithful brands : how brand attachment can lead to negative responses to influencer marketing campaigns
Bentley, Kara; Rajagopal, Priyali; Kulow, Katina - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015358369
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Battle of influence : analysing the impact of brand-directed and influencer-directed social media marketing on customer engagement and purchase behaviour
Kumar, Ashish; Rayne, Daniel; Salo, Jari; Yiu, Ching Sophia - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015327218
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Operationalizing ad creativity and its effects in B2B advertising
Ferguson, Jodie L.; Brown, Brian P.; Swani, Kunal; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015395408
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Advertising in business markets : the obscured bottom-line effect and need for appropriate analytics
Guenther, Peter; Guenther, Miriam; Rahman, Mahabubur; … - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015395428
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Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy : role of brand endorsers
Nikhashemi, S. R.; Kennedy, Rowan; Mavondo, Felix - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015416620
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Do consumers go through imagery processing processes differently? : The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing
Zhang, Yakun; Kokkranikal, Jithendran; Parker, Brianna - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015417282
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Bidding with budgets: algorithmic and data-driven bids in digital advertising
Bergemann, Dirk; Bonatti, Alessandro; Wu, Nicholas - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015417474
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How allusion enhances consumer response to hope appeals in health messaging
Albinsson, Pia A.; Huhmann, Bruce A.; Burman, Bidisha - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015419841
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The emotional intelligence behind and beyond meat advertising
Pelin, Raluca Ștefania - 2025
Promoting food products is a tough challenge in a competitive market. Promoting meat products is even more so in a society in which opinions are divided between those who support vegetarian or vegan diets and those who still believe in the nutritional benefits of meat. The present study is an...
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015463939
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The dark side of a big smile : detrimental effects of smile intensity on luxury brand advertising effectiveness
Essiz, Oguzhan; Senyuz, Aysu; Yurteri, Sidar - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015463999
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The double-edged sword of inclusive language : consumer responses to "Latinx" in advertising
Donnadieu Borquez, Anabella; Perkins, Andrew W. - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015464138
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Research on the impact of social media advertisement placement on enterprises' economic benefits
Liu, Rong; Duan, Na; Liu, Jingyi - 2025
Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015466469
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