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How do marketing-events work? : marketing-events and brand attitudes
Weihe, Kerstin; Mau, Gunnar; Silberer, Günter - In: International advertising and communication : current …, (pp. 199-216). 2006
Persistent link: https://www.econbiz.de/10003378126
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Effects of green brand communication on brand associations and attitude
Hartmann, Patrick; Ibáñez, Vanessa Apaolaza - In: International advertising and communication : current …, (pp. 217-236). 2006
Persistent link: https://www.econbiz.de/10003378128
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Creating powerful brand names
Langner, Tobias; Esch, Franz-Rudolf; Rossiter, John R. - In: International advertising and communication : current …, (pp. 181-197). 2006
Persistent link: https://www.econbiz.de/10003378124
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Comparative evaluation of American brands' websites in Europe : what do they standardise?
Okazaki, Shinataro - In: International advertising and communication : current …, (pp. 379-395). 2006
Persistent link: https://www.econbiz.de/10003378195
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The role of product involvement in advertising message perception and believeability
Müller, Barbara - In: International advertising and communication : current …, (pp. 3-22). 2006
Persistent link: https://www.econbiz.de/10003378096
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The effect of the integration of different acoustic and visual stimuli depending on target groups involvement
Esch, Franz-Rudolf; Roth, Simone; Strödter, Kristina - In: International advertising and communication : current …, (pp. 69-88). 2006
Persistent link: https://www.econbiz.de/10003378104
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A comparative test of the effect of communication strategy, media presence, and previous purchase behaviour in the field of fast moving consumer goods
Putte, Bas van den - In: International advertising and communication : current …, (pp. 89-105). 2006
Persistent link: https://www.econbiz.de/10003378106
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Effects of mood and argument strength on product evaluation in a personal sales conversation
Gierl, Heribert; Bambauer, Silke - In: International advertising and communication : current …, (pp. 239-255). 2006
Persistent link: https://www.econbiz.de/10003378130
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How do people react to mixed emotions in an ad/medium context setting? : the moderating role of discomfort with ambiguity
Janssens, Wim; Pelsmacker, Patrick de - In: International advertising and communication : current …, (pp. 257-278). 2006
Persistent link: https://www.econbiz.de/10003378131
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Media-based and non media-based factors influencing purchase behavior and differences due to consumers' personality
Diehl, Sandra; Terlutter, Ralf - In: International advertising and communication : current …, (pp. 279-300). 2006
Persistent link: https://www.econbiz.de/10003378133