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  • Search: subject:"Advertising Effectiveness"
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Year of publication
Subject
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Advertising 186 Advertising effectiveness 184 Werbewirkung 157 Advertising effects 154 Werbung 141 Consumer behaviour 120 advertising effectiveness 112 Konsumentenverhalten 102 Internet marketing 90 Online-Marketing 83 Brand management 27 Marketing strategy 20 Marketing management 18 Brand image 17 Marketingmanagement 16 Markenimage 15 Social Web 15 Social web 15 Advertising Effectiveness 14 Markenführung 14 Marketing 13 Psychology of advertising 13 Werbepsychologie 13 Experiment 12 Advertising media 11 Fernsehwerbung 11 Strategic marketing 11 Television advertising 11 Emotion 10 Gender 10 Internet 10 Marketing communications 10 Perception 9 Target group 9 Zielgruppe 9 Geschlecht 8 Marketing models 8 Marketing philosophy 8 Brand 7 Celebrity endorsement 7
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Online availability
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Undetermined 246 Free 44
Type of publication
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Article 308 Book / Working Paper 27 Other 1
Type of publication (narrower categories)
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Article in journal 150 Aufsatz in Zeitschrift 150 research-article 88 non-article 14 Graue Literatur 9 Non-commercial literature 9 viewpoint 8 Article 7 review-article 7 Working Paper 5 case-report 5 Arbeitspapier 4 Aufsatz im Buch 4 Book section 4 Hochschulschrift 4 review 3 Conference paper 2 Konferenzbeitrag 2 conceptual-paper 2 Aufsatzsammlung 1 Collection of articles of several authors 1 Sammelwerk 1 Thesis 1 technical-paper 1
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Language
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English 301 Undetermined 30 German 4 Spanish 1
Author
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Hutter, Katharina 5 Ali, Mazhar 4 Fesenmaier, Daniel R. 4 Johnson, Garrett A. 4 Lewis, Randall A. 4 Martín-Santana, Josefa D. 4 Reinares-Lara, Eva 4 Choe, Yeongbae 3 Clement, Michel 3 Franses, Philip Hans 3 Grigaliunaite, Viktorija 3 Guitart, Ivan A. 3 Kim, Dong Hoo 3 Olbrich, Rainer 3 Phau, Ian 3 Pileliene, Lina 3 Romaniuk, Jenni 3 Rotfeld, Herbert Jack 3 Stienmetz, Jason L. 3 Vermeir, Iris 3 Wu, Linwan 3 Abou Nabout, Nadia 2 Anjum, Munazzah Mehak 2 Basit, Abdul 2 Becker, Maren 2 Bijmolt, Tammo H. A. 2 Brettel, Malte 2 Briggs, Elten 2 Bush, Bianca 2 Cauberghe, Veroline 2 Corkindale, David 2 Cornelis, Erlinde 2 Danaher, Peter J. 2 Diehl, Sandra 2 Dodoo, Naa Amponsah 2 Du, Rui 2 Fam, Kim‐Shyan 2 Franses, Ph.H.B.F. 2 Furnham, Adrian 2 Graefe, Andreas 2
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Institution
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Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft (ZBW) 2 Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam. 2 Erasmus Research Institute of Management (ERIM), Erasmus Universiteit Rotterdam 2 Université Paris-Dauphine (Paris IX) 2 Volkswirtschaftliche Fakultät, Ludwig-Maximilians-Universität München 2 Charles H. Dyson School of Applied Economics and Management, Cornell University 1 Faculteit Economie en Bedrijfswetenschappen, Hogeschool-Universiteit Brussel (HUBrussel) 1 Faculteit Toegepaste Economische Wetenschappen, Universiteit Antwerpen 1 Gottfried Wilhelm Leibniz Universität Hannover 1
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Published in...
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European Journal of Marketing 29 Strategic Direction 19 Journal of Consumer Marketing 16 Journal of marketing communications 13 International journal of advertising : the review of marketing communications 11 Marketing Intelligence & Planning 11 International journal of advertising : the quarterly review of marketing communications 10 Asia Pacific Journal of Marketing and Logistics 6 International Journal of Pharmaceutical and Healthcare Marketing 5 Journal of Services Marketing 5 Journal of promotion management : JPM 5 Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences 5 European journal of marketing : EJM 4 International journal of research in marketing : IJRM ; official journal of the European Marketing Academy 4 Journal of business research : JBR 4 Journal of marketing research 4 Tourism analysis : an interdisciplinary tourism & hospitality journal 4 Australasian marketing journal 3 International Marketing Review 3 International journal of internet marketing and advertising : IJIMA 3 Journal of Product & Brand Management 3 Marketing intelligence & planning 3 BuR - Business Research 2 Cuadernos de Gestión 2 ERIM Report Series Research in Management 2 EconStor Preprints 2 Economics Papers from University Paris Dauphine 2 Equilibrium 2 International Journal of Sports Marketing and Sponsorship 2 International journal of electronic commerce : IJEC 2 Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE) 2 Journal of Business & Industrial Marketing 2 Journal of Consumer Policy 2 Journal of Fashion Marketing and Management: An International Journal 2 Journal of Islamic Marketing 2 Journal of Research in Interactive Marketing 2 Journal of consumer policy : consumer issues in law, economics and behavioural sciences 2 Journal of global marketing 2 Journal of marketing research : JMR 2 Journal of travel and tourism marketing 2
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Source
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ECONIS (ZBW) 167 Other ZBW resources 128 RePEc 31 EconStor 8 BASE 2
Showing 81 - 90 of 336
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The influence of pre-roll advertising VOD via IPTV and mobile TV on consumers in Korea
Nam, Yoonjae; Lee, Hyung Seok; Jun, Jong Woo - In: International journal of advertising : the review of … 38 (2019) 6, pp. 867-885
Persistent link: https://www.econbiz.de/10012200334
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How the level of personalization affects the effectiveness of personalized ad messages : the moderating role of narcissism
Bang, Hye Jin; Choi, Dongwon; Wojdynski, Bartosz W.; … - In: International journal of advertising : the review of … 38 (2019) 8, pp. 1116-1138
Persistent link: https://www.econbiz.de/10012200370
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Symbolic consumption of advertisements for male perfumes : effects of advertising appeals and product involvement on advertising effectiveness
Yang, Chao-Ming; Shih, Chia-Shun - In: Research in world economy 10 (2019) 3, pp. 160-173
Persistent link: https://www.econbiz.de/10012233537
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Does it pay to be real? : understanding authenticity in TV advertising
Becker, Maren; Wiegand, Nico; Reinartz, Werner J. - In: Journal of marketing 83 (2019) 1, pp. 24-50
Persistent link: https://www.econbiz.de/10012175827
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You don't fool me! : consumer perceptions of digital native advertising and banner advertising
Harms, Bianca; Bijmolt, Tammo H. A.; Hoekstra, Janita … - In: Journal of media business studies 16 (2019) 4, pp. 275-294
Persistent link: https://www.econbiz.de/10012177004
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The economic value of celebrity endorsements : a literature review
Popescu, Gheorghe H. - In: Economics, management and financial markets 9 (2014) 4, pp. 119-124
Persistent link: https://www.econbiz.de/10011544287
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Non-Linear Effects of Absurdity in Advertising
Mai, Robert; Hutter, Katharina - Deutsche Zentralbibliothek für … - 2014
impact of absurdity on advertising effec-tiveness and demonstrates that PCA moderates this relationship. Study 2 (n = 796 …
Persistent link: https://www.econbiz.de/10010957827
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Role of Psychological Factors on Advertising Effectiveness
Javinani, Mohadese Ghayoomi; Shokri, Shahab Alddin - In: International Journal of Academic Research in Business … 4 (2014) 10, pp. 449-454
The main purpose of this research was to investigate effecting psychological factors on advertising effectiveness in …
Persistent link: https://www.econbiz.de/10011084889
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Non-linear effects of absurdity in advertising
Mai, Robert; Hutter, Katharina - 2014 - Preprint
impact of absurdity on advertising effectiveness and demonstrates that PCA moderates this relationship. Study 2 (n = 796 …
Persistent link: https://www.econbiz.de/10010379515
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Unusual location and unexpected execution in advertising : a content analysis and test of effectiveness in ambient advertisements
Hutter, Katharina - 2014
Ambient advertising is a creative, innovative form of outdoor advertising that explicitly intends to surprise consumers by placing unexpected advertisements at unusual locations. The rising relevance of ambient advertising is not mirrored in marketing literature yet. No study has empirically...
Persistent link: https://www.econbiz.de/10010380697
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