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A meta-analysis of when and how advertising creativity works

Rosengren, Sara; Eisend, Martin; Koslow, Scott; … - In: Journal of marketing 84 (2020) 6, pp. 39-56

Persistent link: https://www.econbiz.de/10012309677

Explaining the use and effects of humour in advertising : an evolutionary perspective

Eisend, Martin - In: International journal of advertising : the quarterly … 37 (2018) 4, pp. 526-547

Persistent link: https://www.econbiz.de/10011882028

Gendering conversational humor in advertising : an evolutionary explanation of the effects of spontaneous versus canned humor

Ivanov, Lachezar; Eisend, Martin; Bayón, Tomás - In: International journal of advertising : the review of … 38 (2019) 7, pp. 979-999

Persistent link: https://www.econbiz.de/10012200363

Reinquiries in advertising research

Eisend, Martin; Franke, George R.; Leigh, James H. - In: Journal of advertising : official publication of the … 45 (2016) 1, pp. 1-3

Persistent link: https://www.econbiz.de/10011453831

The gamification of branded content : a meta-analysis of advergame effects

Berlo, Zeph M. C. van; Reijmersdal, Eva A. van; Eisend, … - In: Journal of advertising 50 (2021) 2, pp. 179-196

Persistent link: https://www.econbiz.de/10012584575

Lethal versus reproductive disease appeals in preventive health advertising : the moderating effect of life history strategy

Ivanov, Lachezar; Eisend, Martin; Diehl, Sandra; Wang, … - In: International journal of advertising : the review of … 40 (2021) 4, pp. 657-681

Persistent link: https://www.econbiz.de/10012586689

How marketer actions influence persuasion knowledge : meta-analytic evidence of a nonlinear relationship

Eisend, Martin; Tarrahi, Farid - In: Journal of public policy & marketing 41 (2022) 2, pp. 107-123

Persistent link: https://www.econbiz.de/10013256392

Advances in Advertising Research IX : Power to Consumers

Cauberghe, Verolien (ed.); Hudders, Liselot (ed.); … - 2018

This book addresses challenges and opportunities in research and management related to new advertising and consumer … process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the … European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International …

Persistent link: https://www.econbiz.de/10012395869

Advances in Advertising Research VIII : Challenges in an Age of Dis-Engagement

Eisend, Martin (ed.); Zabkar, Vesna (ed.) - 2017

actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising … Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising … countries from nearly all continents. Contents Advertising Media, Content, Audiences Advertising Processing and Reception Online …

Persistent link: https://www.econbiz.de/10012398325

Icoria special issue

Rosengren, Sara (ed.); Eisend, Martin (ed.) - 2021

Persistent link: https://www.econbiz.de/10012498511