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person:"Kaiser, Harry M."
~person:"Brunner, Christian Boris"
~person:"Gierl, Heribert"
~person:"Pauwels, Koen"
~subject:"Markenartikel"
~subject:"Markenführung"
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Search: subject_exact:"Impact of advertising"
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Markenartikel
Markenführung
Advertising effects
103
Werbewirkung
103
Consumer behaviour
40
Konsumentenverhalten
40
Werbung
40
Advertising
38
Brand image
14
Brand management
14
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14
Theorie
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Theory
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USA
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Brand
13
Experiment
12
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Germany
9
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Marketingmanagement
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Emotion
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Psychology of advertising
7
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Schätzung
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Kaiser, Harry M.
Brunner, Christian Boris
Gierl, Heribert
Pauwels, Koen
Esch, Franz-Rudolf
16
Pelsmacker, Patrick de
15
Dens, Nathalie
13
Bauer, Hans H.
11
Huber, Frank
8
Klapper, Daniel
7
Romaniuk, Jenni
7
Septianto, Felix
7
Erfgen, Carsten
6
Ko, Eunju
6
Sreejesh, S.
6
Srivastava, R. K.
6
Vashisht, Devika
6
Draganska, Michaela
5
Hayes, Jameson L.
5
King, Stephen
5
Matthes, Jörg
5
Mäder, Ralf
5
Verhellen, Yann
5
Wilbur, Kenneth C.
5
Baxter, Stacey M.
4
Bellman, Steven
4
Bernritter, Stefan F.
4
Buijzen, Moniek
4
Burmann, Christoph
4
Chen, Huan
4
Cohen, Justin
4
Häusel, Hans-Georg
4
Ilicic, Jasmina
4
Ketelaar, Paul E.
4
Kulczynski, Alicia
4
Meyer, Frederik
4
Milfeld, Tyler
4
Muehling, Darrel D.
4
Pittman, Matthew
4
Rempel, Jan Eric
4
Rosengren, Sara
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Marketing : ZFP ; journal of research and management
5
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
2
Marken- und Produktmanagement
2
SpringerLink / Bücher
2
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
2
Asia Pacific journal of marketing and logistics
1
Der Markt : international journal of marketing
1
Die Unternehmung : Swiss journal of business research and practice ; Organ der Schweizerischen Gesellschaft für Betriebswirtschaft (SGB)
1
Gabler Research / Marken- und Produktmanagement
1
Gabler research
1
International journal of advertising : the quarterly review of marketing communications
1
Journal of business research : JBR
1
Journal of marketing analytics : JMA
1
MSI reports : working paper series
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Review of agricultural economics : RAE
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Springer Gabler Research
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Transfer : Zeitschrift für Kommunikation und Markenmanagement
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ECONIS (ZBW)
22
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1
Effect of the information about the use and non-use of photoshopping of female ad models on brand attitudes of young female consumers
Pappenheim, Christina
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
45
(
2023
)
3
,
pp. 4-37
Persistent link: https://www.econbiz.de/10014340546
Saved in:
2
Advertising's sequence of effects on consumer mindset and sales : a comparison across brands and product categories
Valenti, Albert
;
Yildirim, Gokhan
;
Vanhuele, Marc
; …
- In:
International journal of research in marketing : IJRM ; …
40
(
2023
)
2
,
pp. 435-454
Persistent link: https://www.econbiz.de/10014316631
Saved in:
3
Sponsored brands video rings up clicks and sales in the short and long run
Pauwels, Koen
;
Peran, Michael
;
Shah, Zee
;
Schnaidt, German
- In:
Journal of marketing analytics : JMA
11
(
2023
)
3
,
pp. 275-286
Persistent link: https://www.econbiz.de/10014374827
Saved in:
4
Emoji your story : the advertising effectiveness of emoji-based narratives
Haltmayer, Vanessa
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
43
(
2021
)
1/2
,
pp. 67-94
Persistent link: https://www.econbiz.de/10012600964
Saved in:
5
The effectiveness of recognized parodic advertisements
Haltmayer, Vanessa
;
Gierl, Heribert
- In:
Transfer : Zeitschrift für Kommunikation und …
66
(
2020
)
3
,
pp. 17-27
Persistent link: https://www.econbiz.de/10012302547
Saved in:
6
The impact of brand portfolios on organizational attractiveness
Brunner, Christian Boris
;
Baum, Matthias
- In:
Journal of business research : JBR
106
(
2020
),
pp. 182-195
Persistent link: https://www.econbiz.de/10012158348
Saved in:
7
When less is more : there must be a comprehensible reason for using incompleteness in advertisements to improve brand attitude
Heberle, Antonia
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
42
(
2020
)
3
,
pp. 8-36
Persistent link: https://www.econbiz.de/10012389100
Saved in:
8
Too sexy for the price? : the effectiveness of erotic advertising depending on the brand's price level
Thomas, Stefan
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
41
(
2019
)
2
,
pp. 4-20
Persistent link: https://www.econbiz.de/10012003359
Saved in:
9
The logo matters : the effect of the logo type on the attitude towards co-products
Heberle, Antonia
;
Gierl, Heribert
- In:
International journal of advertising : the quarterly …
36
(
2017
)
5
,
pp. 743-760
Persistent link: https://www.econbiz.de/10011799710
Saved in:
10
Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Pauwels, Koen
;
Aksehirli, Zeynep
;
Lackman, Andrew
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
3
,
pp. 639-655
Persistent link: https://www.econbiz.de/10011597014
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