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~person:"Esch, Franz-Rudolf"
~person:"Mueller, Barbara"
~subject:"Markenführung"
~subject:"Werbung"
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Search: subject_exact:"Advertising response"
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Markenführung
Werbung
Advertising effects
54
Werbewirkung
54
Deutschland
21
Germany
21
Consumer behaviour
20
Konsumentenverhalten
20
Advertising
19
Theorie
12
Theory
12
Brand management
10
Marketing management
9
Marketingmanagement
9
USA
9
United States
9
International marketing
8
Internationales Marketing
8
Brand
6
Integriertes Management
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Psychology of advertising
6
Werbepsychologie
6
Wirkungsanalyse
6
Brand image
5
Markenimage
5
Perception
5
Wahrnehmung
5
Advertising planning
4
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Kulturelle Identität
4
National culture
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Nationalkultur
4
Werbeplanung
4
Advertising media
3
Arzneimittel
3
Comparison
3
Corporate Social Responsibility
3
Corporate social responsibility
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German
17
English
12
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Esch, Franz-Rudolf
Mueller, Barbara
Pelsmacker, Patrick de
31
Dens, Nathalie
23
Gierl, Heribert
19
Septianto, Felix
19
Eisend, Martin
18
Rosengren, Sara
16
Diehl, Sandra
15
Dahlén, Micael
14
Kaiser, Harry M.
14
Stafford, Marla Royne
14
Taylor, Charles Raymond
14
Yoon, Hye Jin
14
Yoon, Sukki
14
Wilbur, Kenneth C.
13
Rozendaal, Esther
12
Terlutter, Ralf
12
Torres, Ivonne M.
12
Malik, Garima
11
Reijmersdal, Eva A. van
11
Sahni, Navdeep S.
11
Wilson, Rick T.
11
Bauer, Hans H.
10
Chan, Kara
10
Choi, Yung Kyun
10
Evans, Nathaniel J.
10
Ford, John B.
10
Huber, Frank
10
Hudders, Liselot
10
Sayedi, Amin
10
Bellman, Steven
9
Buijzen, Moniek
9
Ghose, Anindya
9
Ilicic, Jasmina
9
Jang, Soocheong
9
Jerath, Kinshuk
9
Poels, Karolien
9
Smit, Edith G.
9
Tellis, Gerard J.
9
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Marketing : ZFP ; journal of research and management
4
International journal of advertising : the quarterly review of marketing communications
3
Gabler Edition Wissenschaft / Forschungsgruppe Konsum und Verhalten
2
Gabler Research / Forschungsgruppe Konsum und Verhalten
2
Handbuch Kommunikation : Grundlagen, innovative Ansätze, praktische Umsetzungen
2
Bridging the gap between advertising academia and practice
1
Cutting edge international research
1
Erlebniskommunikation : Erfolgsfaktoren für die Marketingpraxis
1
Gabler Research / Marken- und Produktmanagement
1
Gabler research
1
Gabler-Edition Wissenschaft / Forschungsgruppe Konsum und Verhalten
1
Handbuch Sponsoring : erfolgreiche Marketing- und Markenkommunikation
1
Integrierte Kommunikation in Theorie und Praxis : betriebswirtschaftliche und kommunikationswissenschaftliche Perspektiven ; mit Meinungen und Beispielen aus der Praxis
1
International journal of advertising : the review of marketing communications
1
Journal of advertising : official publication of the American Academy of Advertising
1
Journal of advertising research
1
Journal of current issues and research in advertising
1
Journal of global marketing
1
New developments and approaches in consumer behavior research
1
Psychology & marketing
1
Springer eBook Collection / Business and Economics
1
SpringerLink / Bücher
1
Wie Marken wirken : Impulse aus der Neuroökonomie für die Markenführung
1
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ECONIS (ZBW)
29
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1
Forty years of cross-cultural advertising research in the International Journal of Advertising : a bibliometric analysis
Ford, John B.
;
Mueller, Barbara
;
Mueller, Sophia
- In:
International journal of advertising : the review of …
42
(
2023
)
1
,
pp. 119-127
Persistent link: https://www.econbiz.de/10014233931
Saved in:
2
Do CSR ads with public health messages pertaining to COVID-19 actually help consumers, advertisers, and society? : insights from the United Sates and Germany
Mueller, Sophia
;
Diehl, Sandra
;
Taylor, Charles Raymond
; …
- In:
Journal of current issues and research in advertising
43
(
2022
)
4
,
pp. 337-359
Persistent link: https://www.econbiz.de/10013463838
Saved in:
3
Capitalizing on faith : a cross-cultural examination of consumer responses to the use of religious symbols in advertising
Kalliny, Morris
;
Ghanem, Salma
;
Shaner, Matthew
;
Boyle, …
- In:
Journal of global marketing
33
(
2020
)
3
,
pp. 158-176
Persistent link: https://www.econbiz.de/10012260089
Saved in:
4
Exploring antecedents of attitudes and skepticism towards pharmaceutical advertising and inter-attitudinal and inter-skepticism consistency on three levels : an international study
Koinig, Isabell
;
Diehl, Sandra
;
Mueller, Barbara
- In:
International journal of advertising : the quarterly …
37
(
2018
)
5
,
pp. 718-748
Persistent link: https://www.econbiz.de/10012492566
Saved in:
5
The effects of different ad appeals in non-prescription drug advertising : a cross-cultural investigation
Koinig, Isabell
;
Diehl, Sandra
;
Mueller, Barbara
- In:
Bridging the gap between advertising academia and practice
,
(pp. 266-280)
.
2017
Persistent link: https://www.econbiz.de/10011540397
Saved in:
6
Are pharmaceutical ads affording consumers a greater say in their health care? : the evaluation and self-empowerment effects of different ad appeals in Brazil
Koinig, Isabell
;
Diehl, Sandra
;
Mueller, Barbara
- In:
International journal of advertising : the quarterly …
36
(
2017
)
6
,
pp. 945-974
Persistent link: https://www.econbiz.de/10011859158
Saved in:
7
Doing good matters to consumers : the effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns
Diehl, Sandra
;
Terlutter, Ralf
;
Mueller, Barbara
- In:
International journal of advertising : the quarterly …
35
(
2016
)
4
,
pp. 730-757
Persistent link: https://www.econbiz.de/10011585291
Saved in:
8
Message reframing in advertising
Neudecker, Niels
;
Esch, Franz-Rudolf
;
Schaefers, Tobias
; …
- In:
Psychology & marketing
31
(
2014
)
11
,
pp. 946-957
Persistent link: https://www.econbiz.de/10010460839
Saved in:
9
A multi-country examination of hard-sell and soft-sell advertising : comparing global consumer positioning in holistic- and analytic-thinking cultures
Okazaki, Shintaro
;
Mueller, Barbara
;
Diehl, Sandra
- In:
Journal of advertising research
53
(
2013
)
3
,
pp. 258-272
Persistent link: https://www.econbiz.de/10010199591
Saved in:
10
Wirkung integrierter Kommunikation : ein verhaltenswissenschaftlicher Ansatz für die Werbung
Esch, Franz-Rudolf
-
2011
-
5., aktualisierte Aufl.
Persistent link: https://www.econbiz.de/10008650668
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