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~isPartOf:"International journal of sports marketing & sponsorship"
~isPartOf:"Journal of advertising research"
~isPartOf:"Journal of promotion management : innovations in planning and applied research"
~isPartOf:"Journal of retailing and consumer services"
~subject:"Advertising effects"
~subject:"Viral marketing"
~subject:"Werbung"
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Advertising effects
Viral marketing
Werbung
Werbewirkung
458
Consumer behaviour
198
Konsumentenverhalten
198
Advertising
187
Internet marketing
122
Online-Marketing
122
USA
77
United States
77
Brand management
62
Markenführung
62
Social Web
55
Social web
55
Brand image
54
Markenimage
54
Emotion
41
Fernsehwerbung
40
Television advertising
40
Celebrity endorsement
34
Celebrity-Werbung
34
Brand
25
Psychology of advertising
25
Virales Marketing
25
Werbepsychologie
25
Markenartikel
24
Marketing management
23
Marketingmanagement
23
Target group
22
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Sportmarketing
20
Sports marketing
20
Sponsoring
19
Sponsorship
19
Advertising planning
17
Werbeplanung
17
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16
Product placement
16
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Romaniuk, Jenni
9
Kennedy, Rachel
7
Septianto, Felix
7
Fulgoni, Gian M.
6
Varan, Duane
6
Bellman, Steven
5
Sharp, Byron
5
Ford, John B.
4
Lipsman, Andrew
4
Precourt, Geoffrey
4
Thaichon, Park
4
Bang Nguyen Viet
3
Beard, Fred K.
3
Berthon, Pierre R.
3
Cheong, Yunjae
3
Dahlén, Micael
3
Keller, Ed
3
Kim, Kihan
3
Ko, Yong Jae
3
Koslow, Scott
3
Levine, Brian
3
Natarajan, Thamaraiselvan
3
Nenycz-Thiel, Magda
3
Pitt, Leyland F.
3
Qi, Zhou
3
Reid, Leonard N.
3
Riebe, Erica
3
Stafford, Marla Royne
3
Stewart, Kristin
3
Stipp, Horst
3
Taylor, Jennifer
3
Appiah, Osei
2
Arora, Nilesh
2
Bambauer-Sachse, Silke
2
Baumann, Chris
2
Beal, Virginia
2
Becerra, Enrique P.
2
Campbell, Colin L.
2
Chang, Chun-Tuan
2
DeLorme, Denise E.
2
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International journal of sports marketing & sponsorship
Journal of advertising research
Journal of promotion management : innovations in planning and applied research
Journal of retailing and consumer services
Journal of advertising : official publication of the American Academy of Advertising
236
International journal of advertising : the quarterly review of marketing communications
214
Journal of business research : JBR
200
Journal of marketing communications
188
International journal of advertising : the review of marketing communications
184
Psychology & marketing
122
Journal of promotion management : JPM
116
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
91
European journal of marketing : EJM
69
International journal of internet marketing and advertising : IJIMA
65
Journal of marketing research : JMR
63
Marketing letters : a journal of research in marketing
60
Journal of current issues and research in advertising : JCIRA
59
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
51
SpringerLink / Bücher
50
Health marketing quarterly
49
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
49
Marketing : ZFP ; journal of research and management
49
The journal of product & brand management
38
Journal of current issues and research in advertising
37
Young consumers : insight and ideas for responsible marketers
36
International journal of hospitality management
35
Journal of marketing
35
Asia Pacific journal of marketing and logistics
34
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
34
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
34
Journal of global marketing
33
Management science : journal of the Institute for Operations Research and the Management Sciences
32
The journal of consumer marketing
32
Journal of consumer research : JCR ; an interdisciplinary bimonthly
31
Journal of international consumer marketing
31
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
30
Advertising and communication : proceedings 4th International Conference on Research in Advertising (ICORIA), Saarland University, June 2 - 4, 2005, Saarbruecken
29
The journal of brand management : an international journal
29
Journal of the Academy of Marketing Science
28
Marketing intelligence & planning
28
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ECONIS (ZBW)
458
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458
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1
Analyzing the influence of social media influencer's attributes and content esthetics on endorsed brand attitude and brand-link click behavior : the mediating role of brand content...
Mir, Imran Anwar
;
Salo, Jari
- In:
Journal of promotion management : innovations in …
30
(
2024
)
1
,
pp. 1-28
Persistent link: https://www.econbiz.de/10014447577
Saved in:
2
Effectiveness of sponsoring the video assistant referee system : a comparative exploratory study
Santos, Manuel Alonso dos
;
Sánchez-Franco, Manuel J.
; …
- In:
International journal of sports marketing & sponsorship
24
(
2023
)
2
,
pp. 221-240
Persistent link: https://www.econbiz.de/10014331362
Saved in:
3
A simplified mobile advertising model to study advertising spreading through personal social networks and branded apps
Garcia-Davalos, Alexander
;
Garcia-Duque, Jorge
- In:
Journal of promotion management : innovations in …
29
(
2023
)
8
,
pp. 1104-1137
Persistent link: https://www.econbiz.de/10014369753
Saved in:
4
Sadly and joyfully moving ads : the influence of hedonic and eudaimonic experiences on the attitude toward the ad
Hoeken, J. A. L.
;
Ouden, Hanny den
- In:
Journal of promotion management : innovations in …
28
(
2022
)
6
,
pp. 843-868
Persistent link: https://www.econbiz.de/10013277317
Saved in:
5
Attention marketing in fragmented entertainment : how advertising embedding influences purchase decision in short-form video apps
Yin, Xicheng
;
Li, Jing
;
Si, Hongyun
;
Wu, Peng
- In:
Journal of retailing and consumer services
76
(
2024
),
pp. 1-13
Persistent link: https://www.econbiz.de/10014460820
Saved in:
6
When digital celebrity talks to you : how human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements
Kim, Hyojung
;
Park, Minjung
- In:
Journal of retailing and consumer services
76
(
2024
),
pp. 1-12
Persistent link: https://www.econbiz.de/10014460831
Saved in:
7
Mere copycat? : the effects of human versus human-like virtual influencers on brand endorsement effectiveness : a moderated serial-mediation model
Qi, Zhou
;
Li, Bin
;
Li, Huajun
;
Lei, Yueqiu
- In:
Journal of retailing and consumer services
76
(
2024
),
pp. 1-15
Persistent link: https://www.econbiz.de/10014460856
Saved in:
8
Green power of virtual influencer : the role of virtual influencer image, emotional appeal, and product involvement
Jiang, Kan
;
Zheng, Junyuan
;
Luo, Shaohua
- In:
Journal of retailing and consumer services
77
(
2024
),
pp. 1-11
Persistent link: https://www.econbiz.de/10014462270
Saved in:
9
Up or down? : the effect of vertical display on consumers' attitude toward recycled product advertisements
Lin, Yanfeng
;
Ye, Shenghong
;
Liu, Guangrui
;
Lin, Zhiheng
- In:
Journal of retailing and consumer services
77
(
2024
),
pp. 1-11
Persistent link: https://www.econbiz.de/10014462315
Saved in:
10
The impact of brand attribution for an innovative sports product introduced on the fitness market in France
Mischler, Sarah
;
Pichot, Lilian
- In:
International journal of sports marketing & sponsorship
25
(
2024
)
1
,
pp. 109-124
Persistent link: https://www.econbiz.de/10014504952
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