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~isPartOf:"International journal of advertising : the review of marketing communications"
~isPartOf:"The Routledge companion to contemporary brand management"
~subject:"Brand"
~subject:"Business-to-business marketing"
~subject:"Produktentwicklung"
~subject:"Services marketing"
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Brand
Business-to-business marketing
Produktentwicklung
Services marketing
Brand management
90
Markenführung
90
Consumer behaviour
55
Konsumentenverhalten
55
Advertising effects
40
Werbewirkung
40
Brand image
32
Markenimage
32
Advertising
27
Werbung
27
Markenartikel
25
Internet marketing
24
Online-Marketing
24
Social Web
18
Social web
18
Luxury goods
11
Luxusgüter
11
Marketing management
9
Marketingmanagement
9
Product Placement
7
Product placement
7
Beziehungsmarketing
6
Relationship marketing
6
social media
6
Corporate Social Responsibility
5
Corporate social responsibility
5
Psychology of advertising
5
Werbepsychologie
5
brand attitude
5
persuasion knowledge
5
Celebrity endorsement
4
Celebrity-Werbung
4
Fashion
4
Influencer marketing
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advertising
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Ko, Eunju
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1
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1
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1
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1
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1
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1
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International journal of advertising : the review of marketing communications
The Routledge companion to contemporary brand management
Journal of business research : JBR
255
The journal of brand management : an international journal
238
The journal of product & brand management
200
Journal of retailing and consumer services
144
Industrial marketing management : the international journal for industrial and high-tech firms
75
European journal of marketing : EJM
59
SpringerLink / Bücher
54
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
52
Psychology & marketing
48
Asia Pacific journal of marketing and logistics
43
Marketing intelligence & planning
40
International journal of hospitality management
33
Journal of marketing communications
33
Journal of the Academy of Marketing Science
33
Marketing letters : a journal of research in marketing
33
Journal of strategic marketing
32
Journal of marketing
31
European journal of marketing
29
The journal of consumer marketing
29
Journal of marketing management : JMM ; journal of the Academy of Marketing
28
Brands and branding
26
Business horizons
26
Journal of fashion marketing and management
26
Journal of marketing management : MM
26
International journal of consumer studies
25
Journal of promotion management : JPM
25
Journal of international consumer marketing
24
Journal of promotion management : innovations in planning and applied research
24
Cogent business & management
23
Journal of global marketing
23
The IUP journal of brand management : IJBRM
23
The journal of business & industrial marketing
23
Journal of retailing
22
International journal of market research : JMRS ; the journal of the Market Research Society
21
International marketing review
21
Qualitative market research : an international journal
21
International journal of market research
20
Journal of consumer research : JCR ; an interdisciplinary journal
20
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
20
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ECONIS (ZBW)
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1
When endorsers behave badly : consumer self-expression and negative meaning transfer
Breberina, Jovica
;
Shukla, Paurav
;
Rosendo-Rios, Veronica
- In:
International journal of advertising : the review of …
41
(
2022
)
4
,
pp. 771-795
Persistent link: https://www.econbiz.de/10013209404
Saved in:
2
Altercast framing with assertive sustainability messages : how dominant brands can motivate non-green consumers
Milfeld, Tyler
;
Pittman, Matthew
- In:
International journal of advertising : the review of …
43
(
2024
)
1
,
pp. 173-201
Persistent link: https://www.econbiz.de/10014450248
Saved in:
3
Silent persuasion : incidental use of promotional merchandise benefits unfamiliar brands
Kamleitner, Bernadette
;
Marckhgott, Eva
- In:
International journal of advertising : the review of …
40
(
2021
)
7
,
pp. 1135-1159
Persistent link: https://www.econbiz.de/10012650634
Saved in:
4
Luxury brands' live streaming sales : the roles of streamer identity and level strategy
Li, Guoxin
;
Cao, Yue
;
Lu, Bo
;
Yu, Yunzhijun
;
Liu, Honglei
- In:
International journal of advertising : the review of …
42
(
2023
)
7
,
pp. 1178-1200
Persistent link: https://www.econbiz.de/10014338576
Saved in:
5
Selfie campaigns as advertising tactic : mental imagery as a driver of brand interest and participation
Wolfsteiner, Elisabeth
;
Garaus, Marion
;
Wagner, Udo
; …
- In:
International journal of advertising : the review of …
42
(
2023
)
4
,
pp. 773-797
Persistent link: https://www.econbiz.de/10014296417
Saved in:
6
Examining consumer reactions to sincere brands' gratitude expressions : when a simple thank you just won't do
Thomas, Veronica
;
Bock, Dora
;
McCullough, Heath
- In:
International journal of advertising : the review of …
42
(
2023
)
3
,
pp. 518-541
Persistent link: https://www.econbiz.de/10014295203
Saved in:
7
Social media advertising endorsement : the role of endorser type, message appeal and brand familiarity
Zhu, Haiyun
;
Kim, Mikyoung
;
Choi, Yung Kyun
- In:
International journal of advertising : the review of …
41
(
2022
)
5
,
pp. 948-969
Persistent link: https://www.econbiz.de/10013209480
Saved in:
8
Meaning transfer in celebrity endorsement and co-branding : meaning valence, association type, and brand awareness
Tian, Shiyun
;
Tao, Weiting
;
Hong, Cheng
;
Tsai, Wanhsiu Sunny
- In:
International journal of advertising : the review of …
41
(
2022
)
6
,
pp. 1017-1037
Persistent link: https://www.econbiz.de/10013362124
Saved in:
9
Priming movie product placements : new insights from a cross-national case study
Balasubramanian, Siva Kumar
;
Gistri, Giacomo
- In:
International journal of advertising : the review of …
41
(
2022
)
6
,
pp. 1064-1094
Persistent link: https://www.econbiz.de/10013362126
Saved in:
10
CEOs' self-disclosure on Instagram and consumer-brand relationships : the moderating effect of relationship norms
Kim, Taeyeon
;
Sung, Yongjun
- In:
International journal of advertising : the review of …
40
(
2021
)
6
,
pp. 897-921
Persistent link: https://www.econbiz.de/10012623906
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