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~isPartOf:"Handbuch Kommunikation : Grundlagen, innovative Ansätze, praktische Umsetzungen"
~isPartOf:"International journal of comparative management"
~isPartOf:"Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS"
~isPartOf:"Journal of international consumer marketing"
~isPartOf:"Journal of promotion management : innovations in planning and applied research"
~isPartOf:"Marketing letters : a journal of research in marketing"
~subject:"Comparative advertising"
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Comparative advertising
Advertising effects
200
Werbewirkung
200
Consumer behaviour
140
Konsumentenverhalten
140
Advertising
107
Werbung
107
Internet marketing
57
Online-Marketing
57
Brand management
44
Markenführung
44
Brand image
39
Markenimage
39
Social Web
26
Social web
26
Celebrity endorsement
23
Celebrity-Werbung
23
Emotion
19
Marketing management
18
Marketingmanagement
18
Brand
17
Markenartikel
17
USA
16
United States
16
Viral marketing
15
Virales Marketing
15
advertising
15
Perception
11
Wahrnehmung
11
social media
11
Cognition
10
Kognition
10
Product Placement
10
Product placement
10
Psychology of advertising
10
Target group
10
Werbepsychologie
10
Zielgruppe
10
Sales promotion
9
Sponsoring
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Choi, Jungsil
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Eppler, Dianne B.
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Esch, Franz-Rudolf
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Fischer, Alexander
1
Foxx, William
1
Kalro, Arti D.
1
Marathe, Rahul R.
1
Myer, Duane W.
1
Nagar, Komal
1
Neese, William T.
1
Sivakumaran, Bharadhwaj
1
Srivastava, R. K.
1
Wen, Taylor Jing
1
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Handbuch Kommunikation : Grundlagen, innovative Ansätze, praktische Umsetzungen
International journal of comparative management
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
Journal of international consumer marketing
Journal of promotion management : innovations in planning and applied research
Marketing letters : a journal of research in marketing
Journal of business research : JBR
4
Journal of advertising research
3
Journal of advertising : official publication of the American Academy of Advertising
2
Journal of marketing communications
2
Journal of promotion management : JPM
2
SpringerLink / Bücher
2
Asia Pacific journal of marketing and logistics
1
CESifo Working Paper Series
1
CESifo working papers
1
DICE discussion paper
1
Die Betriebswirtschaft : DBW
1
European journal of marketing : EJM
1
European research studies
1
Forum for health economics & policy : an evolving collection of symposia on important health care issues
1
Freiburger betriebswirtschaftliche Diskussionsbeiträge
1
Gabler Edition Wissenschaft / Forschungsgruppe Konsum und Verhalten
1
Gabler-Edition Wissenschaft
1
Handelsforschung
1
International journal of advertising : the review of marketing communications
1
International journal of emerging markets
1
International journal of pharmaceutical and healthcare marketing : IJPHM
1
International marketing ; Vol. 2
1
International marketing review
1
Jahrbuch der Absatz- und Verbrauchsforschung
1
Jena research papers in business and economics : working and discussion paper series School of Economics and Business Administration Friedrich Schiller University Jena
1
Journal of business and psychology
1
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
1
Journal of consumer research : JCR ; an interdisciplinary bimonthly
1
Journal of current issues and research in advertising : JCIRA
1
Journal of economic behavior & organization : JEBO
1
Journal of economic psychology : research in economic psychology and behavioral economics
1
Journal of retailing and consumer services
1
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
1
Planung & Analyse : Zeitschrift für Marktforschung und Marketing
1
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ECONIS (ZBW)
7
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1
Will direct comparative advertising works for a leading brand? : a study of the honey market
Srivastava, R. K.
- In:
International journal of comparative management
3
(
2020
)
1/2
,
pp. 125-141
Persistent link: https://www.econbiz.de/10012251000
Saved in:
2
Positive versus negative comparison in advertisements : the affect priming perspective
Wu, Linwan
;
Wen, Taylor Jing
- In:
Journal of promotion management : innovations in …
25
(
2019
)
7
,
pp. 1009-1027
Persistent link: https://www.econbiz.de/10012179087
Saved in:
3
The effectiveness of comparative advertising in the US automobile market influenced by consumer ethnocentrism, industry-specific personal characteristics, and foreign versus domest...
Neese, William T.
;
Foxx, William
;
Eppler, Dianne B.
- In:
Journal of global scholars of marketing science : …
29
(
2019
)
1
,
pp. 114-128
Persistent link: https://www.econbiz.de/10012257887
Saved in:
4
Consumers' evaluation of ad-brand congruity in comparative advertising
Nagar, Komal
- In:
Journal of international consumer marketing
27
(
2015
)
3
,
pp. 253-276
Persistent link: https://www.econbiz.de/10011306308
Saved in:
5
The effect of product positioning in a comparison table on consumers' evaluation of a sponsor
Choi, Jungsil
;
Myer, Duane W.
- In:
Marketing letters : a journal of research in marketing
23
(
2012
)
1
,
pp. 367-380
Persistent link: https://www.econbiz.de/10009530694
Saved in:
6
Comparative advertising in India : a content analysis of English print advertisements
Kalro, Arti D.
;
Sivakumaran, Bharadhwaj
;
Marathe, Rahul R.
- In:
Journal of international consumer marketing
22
(
2010
)
4
,
pp. 377-394
Persistent link: https://www.econbiz.de/10008991647
Saved in:
7
Vergleichende Werbung
Esch, Franz-Rudolf
;
Fischer, Alexander
- In:
Handbuch Kommunikation : Grundlagen, innovative …
,
(pp. 645-668)
.
2009
Persistent link: https://www.econbiz.de/10003766147
Saved in:
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