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~isPartOf:"International journal of advertising : the quarterly review of marketing communications"
~isPartOf:"Journal of the Academy of Marketing Science"
~subject:"Consumer behaviour"
~subject:"Fernsehwerbung"
~subject:"Sponsoring"
~subject:"Television advertising"
~subject:"Viral marketing"
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Search: subject_exact:"Werbewirkung"
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Consumer behaviour
Fernsehwerbung
Sponsoring
Television advertising
Viral marketing
Werbewirkung
244
Advertising effects
243
Advertising
137
Werbung
136
Konsumentenverhalten
103
Internet marketing
46
Online-Marketing
46
Brand image
37
Brand management
37
Markenführung
37
Markenimage
37
Product Placement
24
Product placement
24
Brand
21
Children
21
Gender
21
Geschlecht
21
Kinder
21
Markenartikel
21
advertising
21
USA
20
United States
20
Psychology of advertising
19
Target group
19
Werbepsychologie
19
Zielgruppe
19
Sponsorship
16
Social Web
15
Social web
15
Cognition
14
Emotion
14
Kognition
14
Advertising planning
12
Celebrity endorsement
12
Celebrity-Werbung
12
Werbeplanung
12
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Online availability
All
Undetermined
89
Free
3
Type of publication
All
Article
129
Type of publication (narrower categories)
All
Article in journal
129
Aufsatz in Zeitschrift
129
Conference paper
8
Konferenzbeitrag
8
Collection of articles of several authors
1
Sammelwerk
1
Language
All
English
129
Author
All
Pelsmacker, Patrick de
6
Dens, Nathalie
5
Matthes, Jörg
4
Reijmersdal, Eva A. van
4
Bernritter, Stefan F.
3
Buijzen, Moniek
3
Chang, Chun-Tuan
3
Diehl, Sandra
3
Eisend, Martin
3
Ko, Eunju
3
Mueller, Barbara
3
Naderer, Brigitte
3
Rozendaal, Esther
3
Russell, Cristel Antonia
3
Smit, Edith G.
3
Till, Brian
3
Avramova, Yana R.
2
Boerman, Sophie C.
2
Brasel, S. Adam
2
Bui, M̃y
2
Cauberghe, Verolien
2
Chang, Chingching
2
Chang, Hua
2
Cheong, Yunjae
2
Cornwell, T. Bettina
2
Fransen, Marieke L.
2
Gentry, James W.
2
Geuens, Maggie
2
Grewal, Dhruv
2
Ham, Chang-Dae
2
Herrmann, Jean-Luc
2
Hudders, Liselot
2
Jun, Sunkyu
2
Ketelaar, Paul E.
2
Kim, Kihan
2
Knoll, Johannes
2
Koinig, Isabell
2
Neijens, Peter C.
2
Noort, Guda van
2
Rauwers, Fabiënne
2
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Published in...
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International journal of advertising : the quarterly review of marketing communications
Journal of the Academy of Marketing Science
International journal of advertising : the review of marketing communications
146
Journal of business research : JBR
146
Journal of marketing communications
141
Journal of advertising research
104
Journal of advertising : official publication of the American Academy of Advertising
71
Journal of promotion management : JPM
70
Journal of promotion management : innovations in planning and applied research
70
Journal of retailing and consumer services
70
Psychology & marketing
66
International journal of internet marketing and advertising : IJIMA
56
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
44
European journal of marketing : EJM
43
Marketing letters : a journal of research in marketing
41
Journal of marketing research : JMR
40
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
37
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
33
Journal of current issues and research in advertising : JCIRA
33
The journal of product & brand management
33
Asia Pacific journal of marketing and logistics
29
Health marketing quarterly
27
The journal of consumer marketing
27
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
26
The journal of brand management : an international journal
26
International journal of sports marketing & sponsorship
24
International journal of hospitality management
23
Journal of current issues and research in advertising
23
Journal of marketing
23
Marketing : ZFP ; journal of research and management
23
Marketing intelligence & planning
23
Young consumers : insight and ideas for responsible marketers
23
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
22
European journal of marketing
21
Journal of international consumer marketing
21
Journal of global marketing
20
International journal of consumer studies
18
Journal of consumer behaviour : an international research review
18
Journal of consumer research : JCR ; an interdisciplinary bimonthly
18
Journal of marketing research
17
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All
ECONIS (ZBW)
129
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129
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1
Advertising, incentives, and the upsell : how advertising differentially moderates customer- vs. retailer-directed price incentives' impact on consumers’ preferences for premium pr...
Miller, Chadwick J.
;
Brannon, Daniel C.
;
Salas, Jim
; …
- In:
Journal of the Academy of Marketing Science
49
(
2021
)
6
,
pp. 1043-1064
Persistent link: https://www.econbiz.de/10012659685
Saved in:
2
Behaviorally targeted location-based mobile marketing
Bernritter, Stefan F.
;
Ketelaar, Paul E.
;
Sotgiu, Francesca
- In:
Journal of the Academy of Marketing Science
49
(
2021
)
4
,
pp. 677-702
Persistent link: https://www.econbiz.de/10012587383
Saved in:
3
Online program engagement and audience size during television ads
Fossen, Beth L.
;
Bleier, Alexander
- In:
Journal of the Academy of Marketing Science
49
(
2021
)
4
,
pp. 743-761
Persistent link: https://www.econbiz.de/10012587469
Saved in:
4
What's not to like? : negations in brand messages increase consumer engagement
Pezzuti, Todd
;
Leonhardt, James M.
- In:
Journal of the Academy of Marketing Science
51
(
2023
)
3
,
pp. 675-694
Persistent link: https://www.econbiz.de/10014251257
Saved in:
5
The brand that wasn’t there : the impact of brand displacement on viewer engagement and brand attitude
Kristofferson, Kirk
;
Dunn, Lea
- In:
Journal of the Academy of Marketing Science
51
(
2023
)
3
,
pp. 716-745
Persistent link: https://www.econbiz.de/10014251263
Saved in:
6
What drives digital engagement with sponsored videos? : an investigation of video influencers’ authenticity management strategies
Chen, Li
;
Yan, Yajie
;
Smith, Andrew N.
- In:
Journal of the Academy of Marketing Science
51
(
2023
)
1
,
pp. 198-221
Persistent link: https://www.econbiz.de/10013493175
Saved in:
7
Show it or say it : how brand familiarity influences the effectiveness of image-based versus text-based logos
Morgan, Carter
;
Fajardo, Tatiana M.
;
Townsend, Claudia
- In:
Journal of the Academy of Marketing Science
49
(
2021
)
3
,
pp. 566-583
Persistent link: https://www.econbiz.de/10012548066
Saved in:
8
Categorical versus dimensional thinking : improving anti-stigma campaigns by matching health message frames and implicit worldviews
Meyer, Jan-Hinrich
;
Ruyter, Ko de
;
Grewal, Dhruv
; …
- In:
Journal of the Academy of Marketing Science
48
(
2020
)
2
,
pp. 222-245
Persistent link: https://www.econbiz.de/10012290947
Saved in:
9
Sponsorship-linked marketing : research surpluses and shortages
Cornwell, T. Bettina
;
Kwon, Youngbum
- In:
Journal of the Academy of Marketing Science
48
(
2020
)
4
,
pp. 607-629
Persistent link: https://www.econbiz.de/10012293287
Saved in:
10
Competitive advertising strategies for programmatic television
Guitart, Ivan A.
;
Hervet, Guillaume
;
Gelper, Sarah
- In:
Journal of the Academy of Marketing Science
48
(
2020
)
4
,
pp. 753-775
Persistent link: https://www.econbiz.de/10012293333
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