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~person:"Mueller, Barbara"
~subject:"Markenführung"
~subject:"Werbung"
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Search: subject_exact:"Advertising response"
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Mueller, Barbara
Pelsmacker, Patrick de
31
Dens, Nathalie
22
Esch, Franz-Rudolf
19
Gierl, Heribert
19
Eisend, Martin
18
Septianto, Felix
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
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Wilbur, Kenneth C.
13
Terlutter, Ralf
12
Torres, Ivonne M.
12
Malik, Garima
11
Sahni, Navdeep S.
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
Rozendaal, Esther
10
Sayedi, Amin
10
Wilson, Rick T.
10
Buijzen, Moniek
9
Ghose, Anindya
9
Ilicic, Jasmina
9
Jang, Soocheong
9
Jerath, Kinshuk
9
Poels, Karolien
9
Reijmersdal, Eva A. van
9
Smit, Edith G.
9
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9
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International journal of advertising : the quarterly review of marketing communications
3
Bridging the gap between advertising academia and practice
1
Cutting edge international research
1
International journal of advertising : the review of marketing communications
1
Journal of advertising : official publication of the American Academy of Advertising
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ECONIS (ZBW)
10
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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
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:
9
A cross-cultural and gender-specific examination of consumer skepticism toward advertising in general vs. pharmaceutical advertising : empirical evidence from the US, Germany and C...
Diehl, Sandra
;
Terlutter, Ralf
;
Chan, Kara
;
Mueller, Barbara
- In:
Cutting edge international research
,
(pp. 297-312)
.
2010
Persistent link: https://www.econbiz.de/10003985205
Saved in:
10
Measuring soft-sell versus hard-sell advertising appeals
Okazaki, Shintaro
;
Mueller, Barbara
;
Taylor, Charles Robert
- In:
Journal of advertising : official publication of the …
39
(
2010
)
2
,
pp. 5-20
Persistent link: https://www.econbiz.de/10003986759
Saved in:
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