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~isPartOf:"Handbuch Kommunikation : Grundlagen, innovative Ansätze, praktische Umsetzungen"
~isPartOf:"International journal of comparative management"
~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
152
Werbewirkung
152
Consumer behaviour
107
Konsumentenverhalten
107
Advertising
79
Werbung
79
Internet marketing
47
Online-Marketing
47
Brand management
33
Markenführung
33
Brand image
30
Markenimage
30
Social Web
23
Social web
23
Celebrity endorsement
16
Celebrity-Werbung
16
Emotion
16
Brand
14
Markenartikel
14
Marketing management
14
Marketingmanagement
14
Viral marketing
12
Virales Marketing
12
advertising
11
social media
10
Perception
9
Wahrnehmung
9
Product Placement
8
Product placement
8
Sponsoring
8
Sponsorship
8
USA
8
United States
8
Cognition
7
Kognition
7
Psychology of advertising
7
Sales promotion
7
Target group
7
Verkaufsförderung
7
Werbepsychologie
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Choi, Jungsil
1
Esch, Franz-Rudolf
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Fischer, Alexander
1
Myer, Duane W.
1
Srivastava, R. K.
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Wen, Taylor Jing
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Handbuch Kommunikation : Grundlagen, innovative Ansätze, praktische Umsetzungen
International journal of comparative management
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 international consumer marketing
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 global scholars of marketing science : bridging Asia and the world ; JGSMS
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)
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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 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:
4
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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