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~isPartOf:"International journal of research in marketing : IJRM ; official journal of the European Marketing Academy"
~language:"eng"
~subject:"Markenführung"
~subject:"Theorie"
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Markenführung
Theorie
Advertising effects
51
Werbewirkung
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Consumer behaviour
29
Konsumentenverhalten
29
Advertising
28
Werbung
26
Internet marketing
18
Online-Marketing
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Pauwels, Koen
2
Aksehirli, Zeynep
1
Babin, Barry J.
1
Babin, Laurie A.
1
Backhaus, Max
1
Bowman, Douglas
1
Burmester, Alexa B.
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Clement, Michel
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International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
Journal of business research : JBR
51
International journal of advertising : the review of marketing communications
45
Journal of marketing communications
41
The journal of product & brand management
32
International journal of advertising : the quarterly review of marketing communications
29
Journal of advertising research
26
The journal of brand management : an international journal
26
Journal of promotion management : JPM
25
Psychology & marketing
24
Journal of promotion management : innovations in planning and applied research
19
International journal of internet marketing and advertising : IJIMA
18
Journal of retailing and consumer services
17
Marketing letters : a journal of research in marketing
12
Marketing : ZFP ; journal of research and management
11
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
11
Journal of advertising : official publication of the American Academy of Advertising
10
Journal of marketing research : JMR
10
Marketing intelligence & planning
10
Asia Pacific journal of marketing and logistics
9
European journal of marketing : EJM
9
International journal of sports marketing & sponsorship
9
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
9
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
8
Journal of the Academy of Marketing Science
8
The journal of consumer marketing
8
International journal of electronic commerce : IJEC
7
International journal of hospitality management
7
Journal of global marketing
7
Journal of marketing
7
Journal of strategic marketing
7
American journal of agricultural economics
6
Journal of current issues and research in advertising
6
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
6
Journal of marketing management : JMM ; journal of the Academy of Marketing
6
Journal of marketing management : MM
6
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
6
European journal of marketing
5
Faculty & research / Insead : working paper series
5
International journal of consumer studies
5
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ECONIS (ZBW)
13
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1
Suspicious online product reviews : an empirical analysis of brand and product characteristics using Amazon data
Ko, Eunhee Emily
;
Bowman, Douglas
- In:
International journal of research in marketing : IJRM ; …
40
(
2023
)
4
,
pp. 898-911
Persistent link: https://www.econbiz.de/10014451312
Saved in:
2
How firm communication affects the impact of layoff announcements on brand strength over time
Stäbler, Samuel
;
Himme, Alexander
;
Edeling, Alexander
; …
- In:
International journal of research in marketing : IJRM ; …
40
(
2023
)
3
,
pp. 700-723
Persistent link: https://www.econbiz.de/10014383235
Saved in:
3
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:
4
Online display advertising for CPG brands : (when) does it work?
Ewijk, Bernadette J. van
;
Stubbe, Astrid
;
Gijsbrechts, Els
- In:
International journal of research in marketing : IJRM ; …
38
(
2021
)
2
,
pp. 271-289
Persistent link: https://www.econbiz.de/10012591030
Saved in:
5
The effectiveness of brand placements : a meta-analytic synthesis
Babin, Barry J.
;
Herrmann, Jean-Luc
;
Kacha, Mathieu
; …
- In:
International journal of research in marketing : IJRM ; …
38
(
2021
)
4
,
pp. 1017-1033
Persistent link: https://www.econbiz.de/10013191819
Saved in:
6
Ad wearout wearout : how time can reverse the negative effect of frequent advertising repetition on brand preference
Kronrod, Ann
;
Huber, Joel
- In:
International journal of research in marketing : IJRM ; …
36
(
2019
)
2
,
pp. 306-324
Persistent link: https://www.econbiz.de/10012063330
Saved in:
7
Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity
Guitart, Ivan A.
;
González, Jorge
;
Stremersch, Stefan
- In:
International journal of research in marketing : IJRM ; …
35
(
2018
)
3
,
pp. 471-489
Persistent link: https://www.econbiz.de/10011943264
Saved in:
8
Matching with the stars : how brand personality determines celebrity endorsement contract formation
Zamudio, César
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
2
,
pp. 409-427
Persistent link: https://www.econbiz.de/10011527114
Saved in:
9
What drives the market popularity of celebrities? : a longitudinal analysis of consumer interest in film stars
Mathys, Juliane
;
Burmester, Alexa B.
;
Clement, Michel
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
2
,
pp. 428-448
Persistent link: https://www.econbiz.de/10011527120
Saved in:
10
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
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