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~isPartOf:"Journal of food products marketing"
~isPartOf:"Journal of marketing communications"
~isPartOf:"Management science : journal of the Institute for Operations Research and the Management Sciences"
~subject:"Markenführung"
~type_genre:"Aufsatz in Zeitschrift"
~type_genre:"Case study"
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Markenführung
Consumer behaviour
852
Konsumentenverhalten
852
Advertising effects
147
Werbewirkung
147
Advertising
116
Werbung
114
Internet marketing
106
Online-Marketing
106
Brand management
96
Brand image
94
Markenimage
94
Social Web
73
Social web
73
Preismanagement
71
Pricing strategy
71
Theorie
68
Theory
68
Food
67
Lebensmittel
67
Experiment
59
Online retailing
55
Online-Handel
55
Beziehungsmarketing
54
Relationship marketing
54
Marketing management
52
Marketingmanagement
52
Viral marketing
52
Virales Marketing
52
Brand
42
Markenartikel
42
USA
42
United States
42
Einzelhandel
39
Retail trade
39
consumer behavior
35
Corporate Social Responsibility
34
Corporate social responsibility
34
advertising
32
Bio-Lebensmittel
31
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96
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Aufsatz in Zeitschrift
Case study
Article in journal
96
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English
96
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Srivastava, R. K.
3
Kim, Dong Hoo
2
Kim, Soojin
2
Muehling, Darrel D.
2
Nagar, Komal
2
Rita, Paulo
2
Sung, Yongjun
2
Agrawal, Shivani
1
Ahmad, Alaeddin Mohammad Khalaf
1
Ahn, Sun Joo
1
Al Dweeri, Rami
1
Al Shurideh, Muhammad
1
Alcantara, Lailani L.
1
Alcántara-Pilar, Juan Miguel
1
Alhidari, Abdullah M.
1
Almeshal, Soad A.
1
Alodin, Yasmin
1
Amirshahi, Mirahmad
1
Anghelcev, George
1
Anh Hoang Minh Nguyen
1
Anisimova, Tatiana
1
Anselmsson, Johan
1
Ashley, Christy
1
Avery, Jill
1
Baghi, Ilaria
1
Bailey, DeeVon
1
Bajpai, Naval
1
Balboni, Bernardo
1
Ball, Joan P.
1
Banerjee, Saikat
1
Bayraktaroğlu, Gül
1
Bei, Lien-ti
1
Bellman, Steven
1
Beneke, Justin
1
Berg, Kati Tusinski
1
Bhaduri, Gargi
1
Bianchi, Constanza
1
Biraghi, Silvia
1
Blampied, Simon
1
Block, Martin P.
1
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Journal of food products marketing
Journal of marketing communications
Management science : journal of the Institute for Operations Research and the Management Sciences
Journal of business research : JBR
391
The journal of product & brand management
285
The journal of brand management : an international journal
265
Journal of retailing and consumer services
251
Psychology & marketing
89
Asia Pacific journal of marketing and logistics
84
European journal of marketing : EJM
78
International journal of hospitality management
74
Marketing intelligence & planning
60
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
59
Journal of international consumer marketing
56
Journal of promotion management : innovations in planning and applied research
56
International journal of advertising : the review of marketing communications
54
International journal of internet marketing and advertising : IJIMA
51
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
51
Marketing letters : a journal of research in marketing
50
Journal of marketing management : MM
49
International marketing review
48
Journal of the Academy of Marketing Science
48
Journal of promotion management : JPM
47
Journal of strategic marketing
47
International journal of consumer studies
45
Journal of global marketing
45
Journal of fashion marketing and management
44
The journal of consumer marketing
44
Cogent business & management
42
Journal of marketing
42
The IUP journal of brand management : IJBRM
40
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
38
Journal of marketing management : JMM ; journal of the Academy of Marketing
36
Journal of international marketing
35
International journal of retail & distribution management
34
Journal of Islamic marketing
34
Journal of retailing
33
European journal of marketing
32
International journal of contemporary hospitality management
32
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
32
Qualitative market research : an international journal
32
International journal of advertising : the quarterly review of marketing communications
31
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ECONIS (ZBW)
96
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1
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96
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1
Enhancing brand equity in branded apps : a hedonic and utilitarian motivation ́s perspective
Tran, Trang
;
Gugenishvili, Ilia
;
Muldrow, Adrienne F.
- In:
Journal of marketing communications
30
(
2024
)
3
,
pp. 318-343
Persistent link: https://www.econbiz.de/10014529298
Saved in:
2
Pandemic pains to Instagram gains! : COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa : tech-native vs non-native generations
Mahmoud, Ali B.
;
Ball, Joan P.
;
Rubin, Daniel
;
Fuxman, …
- In:
Journal of marketing communications
28
(
2022
)
8
,
pp. 864-888
Persistent link: https://www.econbiz.de/10013493048
Saved in:
3
An exploration of the impact of gender on customer engagement
Gligor, David
;
Bozkurt, Sıddık
;
Welch, Emma
;
Gligor, …
- In:
Journal of marketing communications
29
(
2023
)
4
,
pp. 379-402
Persistent link: https://www.econbiz.de/10014294879
Saved in:
4
Influence of emotional marketing on consumer behavior towards food and beverage brands during the COVID-19 pandemic : a study from Lebanon
Saada, Rana Bou
;
Bou-Hamad, Imad
;
Harajli, Dunia
- In:
Journal of marketing communications
29
(
2023
)
8
,
pp. 822-839
Persistent link: https://www.econbiz.de/10014529107
Saved in:
5
The view from above : examining how drone video ads elicit favorable viewer responses
Tafesse, Wondwesen
;
Khalid, Saba
- In:
Journal of marketing communications
30
(
2024
)
4
,
pp. 487-507
Persistent link: https://www.econbiz.de/10014529318
Saved in:
6
Multicultural advertising : impact of consumers’ need to belong and brand use on self-brand connection and communal-brand connection
Fazli-Salehi, Reza
;
Torres, Ivonne M.
;
Madadi, Rozbeh
; …
- In:
Journal of marketing communications
30
(
2024
)
1
,
pp. 74-101
Persistent link: https://www.econbiz.de/10014529284
Saved in:
7
The interplay between country-of-origin image and perceived brand localness : an examination of local consumers' response to brand acquisitions by emerging market firms
Anh Hoang Minh Nguyen
;
Alcantara, Lailani L.
- In:
Journal of marketing communications
28
(
2022
)
1
,
pp. 95-114
Persistent link: https://www.econbiz.de/10012697027
Saved in:
8
The moderating role of parasocial relationships in the associations between celebrity endorser's credibility and emotion-based responses
Burnasheva, Regina
;
Suh, Yong Gu
- In:
Journal of marketing communications
28
(
2022
)
4
,
pp. 343-359
Persistent link: https://www.econbiz.de/10013371028
Saved in:
9
Branding antecedents of consumer need for uniqueness : a behavioural approach to globalness vs. localness
Nikhashemi, S. R.
;
Delgado-Ballester, Elena
- In:
Journal of marketing communications
28
(
2022
)
4
,
pp. 392-427
Persistent link: https://www.econbiz.de/10013371032
Saved in:
10
Customer perceived integrated marketing communications : a segmentation of the soda market
Suay-Pérez, Francisco
;
Penagos-Londoño, Gabriel I.
; …
- In:
Journal of marketing communications
28
(
2022
)
4
,
pp. 448-464
Persistent link: https://www.econbiz.de/10013371035
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