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isPartOf:"Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences"
~isPartOf:"Journal of current issues and research in advertising : JCIRA"
~isPartOf:"Journal of marketing communications"
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Search: subject_exact:"Werbetest"
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Advertising effects
341
Werbewirkung
341
Consumer behaviour
201
Konsumentenverhalten
201
Advertising
198
Werbung
196
Internet marketing
131
Online-Marketing
131
Brand management
51
Markenführung
51
advertising
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Brand image
47
Markenimage
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Marketingmanagement
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Television advertising
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online advertising
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Virales Marketing
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Game theory
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Printwerbung
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Spieltheorie
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advertising effectiveness
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Perception
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Wahrnehmung
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Celebrity endorsement
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Celebrity-Werbung
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338
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341
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341
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341
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Tucker, Catherine
9
Torres, Ivonne M.
6
Bellman, Steven
5
Muehling, Darrel D.
5
Sayedi, Amin
5
Varan, Duane
5
Goldfarb, Avi
4
Neijens, Peter C.
4
Pelsmacker, Patrick de
4
Schweidel, David A.
4
Um, Nam-Hyun
4
Wilbur, Kenneth C.
4
Dodoo, Naa Amponsah
3
Fossen, Beth L.
3
Fullerton, Jami A.
3
Haley, Eric
3
Jerath, Kinshuk
3
Kendrick, Alice
3
Kim, Dong Hoo
3
Kim, Soojung
3
Phua, Joe
3
Robinson, Jennifer A.
3
Rutz, Oliver J.
3
Sar, Sela
3
Yoon, Hye Jin
3
Zhu, Yi
3
Aalberts, Robert J.
2
Anghelcev, George
2
Bailey, Ainsworth Anthony
2
Bakir, Aysen
2
Bee, Colleen
2
Beentjes, Johannes W.
2
Belanche, Daniel
2
Boerman, Sophie C.
2
Bosman, Jan A. M.
2
Chan, Fong Yee
2
Chung, Doug J.
2
Dalakas, Vassilis
2
Daugherty, Terry
2
Dens, Nathalie
2
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Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
Journal of current issues and research in advertising : JCIRA
Journal of marketing communications
Journal of advertising research
269
Journal of advertising : official publication of the American Academy of Advertising
236
International journal of advertising : the quarterly review of marketing communications
214
Journal of business research : JBR
207
International journal of advertising : the review of marketing communications
200
Psychology & marketing
122
Journal of promotion management : JPM
116
Journal of retailing and consumer services
85
Journal of promotion management : innovations in planning and applied research
83
European journal of marketing : EJM
69
International journal of internet marketing and advertising : IJIMA
65
Journal of marketing research : JMR
63
Marketing letters : a journal of research in marketing
60
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
51
Health marketing quarterly
50
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
49
Marketing : ZFP ; journal of research and management
49
SpringerLink / Bücher
49
The journal of product & brand management
38
Young consumers : insight and ideas for responsible marketers
38
Journal of current issues and research in advertising
37
International journal of hospitality management
35
Journal of marketing
35
Asia Pacific journal of marketing and logistics
34
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
34
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
34
Journal of global marketing
33
Management science : journal of the Institute for Operations Research and the Management Sciences
32
The journal of consumer marketing
32
Journal of consumer research : JCR ; an interdisciplinary bimonthly
31
Journal of international consumer marketing
31
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
30
The journal of brand management : an international journal
30
Advertising and communication : proceedings 4th International Conference on Research in Advertising (ICORIA), Saarland University, June 2 - 4, 2005, Saarbruecken
29
International journal of sports marketing & sponsorship
29
Journal of the Academy of Marketing Science
29
Marketing intelligence & planning
28
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ECONIS (ZBW)
341
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11
The effect of involvement on attitude formation and strength in the digital domain
Palla, Polyxeni Jenny
;
Kyriacou, Evdoxia
;
Zarkada, Anna
- In:
Journal of marketing communications
29
(
2023
)
2
,
pp. 137-160
Persistent link: https://www.econbiz.de/10014232472
Saved in:
12
Advertising content and online engagement on social media during the COVID-19 epidemic in Taiwan
Chen, Chiao-Chieh
;
Chiu, Yu-Ping
- In:
Journal of marketing communications
29
(
2023
)
3
,
pp. 251-269
Persistent link: https://www.econbiz.de/10014232575
Saved in:
13
The effects of message order on emotions and donation intention in charity advertising : the mediating roles of negative and positive empathy
Bae, Mikyeung
- In:
Journal of marketing communications
29
(
2023
)
3
,
pp. 270-287
Persistent link: https://www.econbiz.de/10014232576
Saved in:
14
The impact of digital marketing and promotional strategies on attitude and purchase intention towards financial products and service : a case of emerging economy
Dogra, Pallavi
;
Kaushal, Arun
- In:
Journal of marketing communications
29
(
2023
)
4
,
pp. 403-430
Persistent link: https://www.econbiz.de/10014294884
Saved in:
15
Can warning labels mitigate effects of advertising message claims in celebrity-endorsed Instagram-based electronic cigarette advertisements? : influence on social media users' e-ci...
Phua, Joe
;
Lim, Dong Jae
- In:
Journal of marketing communications
29
(
2023
)
5
,
pp. 455-475
Persistent link: https://www.econbiz.de/10014321980
Saved in:
16
Will humor increase the effectiveness of human papillomavirus (HPV) advertising? : exploring the role of humor, STD information, and knowledge
Yoon, Hye Jin
;
Kim, Eunjin
;
Choi, Sung In
- In:
Journal of marketing communications
29
(
2023
)
5
,
pp. 491-509
Persistent link: https://www.econbiz.de/10014321983
Saved in:
17
How do morning and friendly ads influence mobile advertising? : a mediation perspective using appraisal theory
Hajian, Ava
;
Prybutok, Victor R.
;
Chang, Hsia-Ching
- In:
Journal of marketing communications
29
(
2023
)
5
,
pp. 510-532
Persistent link: https://www.econbiz.de/10014321989
Saved in:
18
Marketing mobile payment to baby boomers during COVID-19 pandemic : the role of emotional appeal, advertising creativity and perceived value
Wisker, Zazli Lily
- In:
Journal of marketing communications
29
(
2023
)
6
,
pp. 535-557
Persistent link: https://www.econbiz.de/10014454794
Saved in:
19
Investigating the effects of host trust, credibility, and authenticity in podcast advertising
Brinson, Nancy H.
;
Lemon, Laura L.
- In:
Journal of marketing communications
29
(
2023
)
6
,
pp. 558-576
Persistent link: https://www.econbiz.de/10014454795
Saved in:
20
Improving the media mix : how promotional products enhance advertising impact
Liu, Fang
;
LeBlanc, H. Paul
;
Kanso, Ali
;
Nelson, Richard
- In:
Journal of marketing communications
29
(
2023
)
6
,
pp. 577-596
Persistent link: https://www.econbiz.de/10014454796
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