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~isPartOf:"Journal of marketing communications"
~subject:"Viral marketing"
~subject:"Werbung"
~type_genre:"Article in journal"
~type_genre:"Aufsatz in Zeitschrift"
~type_genre:"Non-commercial literature"
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Search: subject:"Markenartikel"
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Viral marketing
Werbung
Brand management
103
Markenführung
103
Consumer behaviour
94
Konsumentenverhalten
94
Brand image
90
Markenimage
90
Advertising effects
51
Werbewirkung
51
Brand
35
Markenartikel
35
Advertising
32
Internet marketing
28
Online-Marketing
28
Social Web
23
Social web
23
Marketing management
17
Marketingmanagement
17
Beziehungsmarketing
15
Relationship marketing
15
social media
12
brand attitude
11
Virales Marketing
9
Celebrity endorsement
8
Celebrity-Werbung
8
Corporate Social Responsibility
7
Corporate social responsibility
7
Emotion
7
advertising
7
purchase intention
7
Confidence
6
Corporate reputation
6
Firmenimage
6
Vertrauen
6
brand equity
6
brand loyalty
6
Emerging economies
5
Experiment
5
Luxury goods
5
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Undetermined
31
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Article
39
Type of publication (narrower categories)
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Article in journal
Aufsatz in Zeitschrift
Non-commercial literature
Language
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English
39
Author
All
Keller, Kevin Lane
2
Agrawal, Shivani
1
Ahn, Hongmin
1
Alcántara-Pilar, Juan Miguel
1
Anghelcev, George
1
Ashley, Christy
1
Avery, Jill
1
Bajpai, Naval
1
Balboni, Bernardo
1
Bayraktaroğlu, Gül
1
Bebber, Suélen
1
Bellman, Steven
1
Berg, Kati Tusinski
1
Black, Matthew
1
Bou-Hamad, Imad
1
Bravo, Olivia Stacie-Ann C.
1
Brown, Mark
1
Broyles, Sheri J.
1
Buttle, Francis A.
1
Bıçakcıoğlu, Nilay
1
Chan, Kara
1
Cho, Moonhee
1
Choi, Sejung Marina
1
Coelho, Pedro Simões
1
Dodoo, Naa Amponsah
1
Dorsch, Michael J.
1
Eastin, Matthew S.
1
Eberle, Luciene
1
Fan, Fei
1
Fazli-Salehi, Reza
1
Fullerton, Jami A.
1
Gistri, Giacomo
1
Groeger, Lars
1
Harajli, Dunia
1
Harmon-Kizer, Tracy R.
1
Heckler, Susan E.
1
Houston, Michael J.
1
Ju, Ilyoung
1
Jun, Jong Woo
1
Jung, Wan Seop
1
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Published in...
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Journal of marketing communications
Journal of business research : JBR
56
Journal of advertising research
40
International journal of advertising : the review of marketing communications
38
International journal of advertising : the quarterly review of marketing communications
36
The journal of product & brand management
32
Journal of retailing and consumer services
27
Journal of advertising
26
The journal of brand management : an international journal
24
International journal of internet marketing and advertising : IJIMA
23
Journal of promotion management : innovations in planning and applied research
19
Psychology & marketing
19
Journal of promotion management : JPM
16
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
15
Journal of advertising : official publication of the American Academy of Advertising
14
Asia Pacific journal of marketing and logistics
13
Journal of marketing
13
International journal of hospitality management
12
Journal of hospitality marketing & management
12
European journal of marketing : EJM
11
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
11
Journal of consumer research : JCR ; an interdisciplinary bimonthly
10
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
10
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
10
International journal of consumer studies
8
Journal of global marketing
8
Journal of historical research in marketing
8
Journal of the Academy of Marketing Science
7
Journal of travel research : a quarterly publication of the Travel and Tourism Research Association
7
Marketing : ZFP ; journal of research and management
7
The journal of consumer marketing
7
Industrial marketing management : the international journal for industrial and high-tech firms
6
Journal of Islamic marketing
6
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
6
Journal of current issues and research in advertising : JCIRA
6
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
6
Journal of international consumer marketing
6
Journal of strategic marketing
6
Marketing intelligence & planning
6
Marketing letters : a journal of research in marketing
6
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All
ECONIS (ZBW)
39
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1
Fostering consumer-brand relationships through social media brand communities
Santos, Zélia Raposo
;
Coelho, Pedro Simões
;
Rita, Paulo
- In:
Journal of marketing communications
28
(
2022
)
7
,
pp. 768-798
Persistent link: https://www.econbiz.de/10013493043
Saved in:
2
The relationship between brand experience and word-of-mouth in the TV-series sector : the moderating effect of culture and gender
Rojas-Lamorena, Álvaro J.
;
Alcántara-Pilar, Juan Miguel
; …
- In:
Journal of marketing communications
28
(
2022
)
5
,
pp. 506-527
Persistent link: https://www.econbiz.de/10013371044
Saved in:
3
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:
4
"Support your country and buy Chinese brands" : would Chinese consumers buy it?
Liu, Yu-Lun
;
Karimi, Sahar
;
Yuen, Tsunwai Wesley
- In:
Journal of marketing communications
26
(
2020
)
2
,
pp. 130-144
Persistent link: https://www.econbiz.de/10012203401
Saved in:
5
Antecedents and outcomes of brand love : the mediating role of brand loyalty
Bıçakcıoğlu, Nilay
;
İpek, İlayda
;
Bayraktaroğlu, Gül
- In:
Journal of marketing communications
24
(
2018
)
8
,
pp. 863-877
Persistent link: https://www.econbiz.de/10011976104
Saved in:
6
Anthropomorphism in advertising : the effect of media on audience attitude
Agrawal, Shivani
;
Khandelwal, Utkal
;
Bajpai, Naval
- In:
Journal of marketing communications
27
(
2021
)
8
,
pp. 799-815
Persistent link: https://www.econbiz.de/10012697000
Saved in:
7
Diplomatic relations and tourism advertising effectiveness : U.S. travel interest to Cuba
Fullerton, Jami A.
;
Kendrick, Alice
;
Broyles, Sheri J.
- In:
Journal of marketing communications
25
(
2019
)
3
,
pp. 328-342
Persistent link: https://www.econbiz.de/10012203304
Saved in:
8
Brand familiarity as a moderating factor in the ad and brand attitude relationship and advertising appeals
Rhee, Eun Soo
;
Jung, Wan Seop
- In:
Journal of marketing communications
25
(
2019
)
6
,
pp. 571-585
Persistent link: https://www.econbiz.de/10012203339
Saved in:
9
Country tourism advertising as a tool of spillover effects on the example of Poland
Kosmaczewska, Joanna
;
Kim, SangJun
- In:
Journal of marketing communications
29
(
2023
)
6
,
pp. 616-634
Persistent link: https://www.econbiz.de/10014454798
Saved in:
10
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:
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