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person:"Kaiser, Harry M."
~person:"Brunner, Christian Boris"
~person:"Pauwels, Koen"
~person:"Verhellen, Yann"
~subject:"Markenartikel"
~subject:"Markenführung"
~subject:"Markenpolitik"
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Search: subject_exact:"Impact of advertising"
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Markenartikel
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Advertising effects
57
Werbewirkung
57
Werbung
25
Advertising
23
Consumer behaviour
21
Konsumentenverhalten
21
Brand management
13
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12
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12
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11
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9
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9
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6
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Kaiser, Harry M.
Brunner, Christian Boris
Pauwels, Koen
Verhellen, Yann
Esch, Franz-Rudolf
16
Pelsmacker, Patrick de
15
Dens, Nathalie
13
Bauer, Hans H.
11
Gierl, Heribert
10
Huber, Frank
8
Klapper, Daniel
7
Romaniuk, Jenni
7
Erfgen, Carsten
6
Ko, Eunju
6
Septianto, Felix
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
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
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Häusel, Hans-Georg
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Ilicic, Jasmina
4
Ketelaar, Paul E.
4
Kulczynski, Alicia
4
Meyer, Frederik
4
Muehling, Darrel D.
4
Rempel, Jan Eric
4
Rosengren, Sara
4
Roy, Subhadip
4
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International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
2
Journal of business research : JBR
2
Marken- und Produktmanagement
2
SpringerLink / Bücher
2
Engaging consumers through branded entertainment and convergent media
1
Gabler Research / Marken- und Produktmanagement
1
Gabler research
1
International journal of advertising : the quarterly review of marketing communications
1
Journal of electronic commerce research : JECR
1
Journal of marketing analytics : JMA
1
MSI reports : working paper series
1
Marketing : ZFP ; journal of research and management
1
Marketing letters : a journal of research in marketing
1
Review of agricultural economics : RAE
1
Springer Gabler Research
1
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
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ECONIS (ZBW)
17
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1
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:
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
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:
4
Better together? : harnessing the power of brand placement through program sponsorship messages
Dens, Nathalie
;
Pelsmacker, Patrick de
;
Verhellen, Yann
- In:
Journal of business research : JBR
83
(
2018
),
pp. 151-159
Persistent link: https://www.econbiz.de/10011802515
Saved in:
5
The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
Verhellen, Yann
;
Eelen, Jiska
;
Dens, Nathalie
; …
- In:
International journal of advertising : the quarterly …
35
(
2016
)
6
,
pp. 932-948
Persistent link: https://www.econbiz.de/10011644535
Saved in:
6
Do I know you? : how brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies
Verhellen, Yann
;
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
Marketing letters : a journal of research in marketing
27
(
2016
)
3
,
pp. 461-471
Persistent link: https://www.econbiz.de/10011537265
Saved in:
7
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
Saved in:
8
How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser-funded program
Verhellen, Yann
;
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
Engaging consumers through branded entertainment and …
,
(pp. 189-201)
.
2015
Persistent link: https://www.econbiz.de/10011389610
Saved in:
9
Portfolio-Werbung als Technik des Impression Management : Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen
Brunner, Christian Boris
-
2013
-
2. Aufl.
Persistent link: https://www.econbiz.de/10010203693
Saved in:
10
Consumer responses to brands placed in YouTube movies : the effect of prominence and endorser expertise
Verhellen, Yann
;
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
Journal of electronic commerce research : JECR
14
(
2013
)
4
,
pp. 287-303
Persistent link: https://www.econbiz.de/10010232563
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