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Too sexy for the price? : the effectiveness of erotic advertising depending on the brand's price level
Thomas, Stefan; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 41 (2019) 2, pp. 4-20
Persistent link: https://www.econbiz.de/10012003359
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Measuring marketing success : estimating the effect of social media and TV advertising on brand attention
Guhl, Daniel; Winkler von Mohrenfels, Hannah; Abshagen, … - In: Marketing : ZFP ; journal of research and management 38 (2016) 1, pp. 44-54
Persistent link: https://www.econbiz.de/10011566842
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Do sexy mouthwash ads leave a bad aftertaste? : the interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy
Mayer, James Mark; Peev, Plamen - In: Marketing letters : a journal of research in marketing 28 (2017) 2, pp. 321-333
Persistent link: https://www.econbiz.de/10011675192
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What is not beautiful should match : how attractiveness similarity affects consumer responses to advertising
Bekk, Magdalena; Spörrle, Matthias; Völckner, Franziska; … - In: Marketing letters : a journal of research in marketing 28 (2017) 4, pp. 509-522
Persistent link: https://www.econbiz.de/10011780833
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Are two brands better than one? : investigating the effects of co-branding in advertising on audience memory
Nguyen, Cathy; Romaniuk, Jenni; Faulkner, Margaret; … - In: Marketing letters : a journal of research in marketing 29 (2018) 1, pp. 37-48
Persistent link: https://www.econbiz.de/10011820291
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Werbeallianzen zwischen eigenständigen etablierten Marken
Gierl, Heribert; Koncz, Julia - In: Marketing : ZFP ; journal of research and management 26 (2004) 3, pp. 181-197
Persistent link: https://www.econbiz.de/10002177920
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On the dangers of pulling a fast one : advertisement disclaimer speed, brand trust, and purchase intention
Herbst, Kenneth C.; Finkel, Eli J.; Allan, David; … - In: Journal of consumer research : JCR ; an … 38 (2011/12) 5, pp. 909-919
Persistent link: https://www.econbiz.de/10009501082
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Judging product effectiveness from perceived spatial proximity
Chae, Boyoun; Li, Xiuping; Zhu, Rui Juliet - In: Journal of consumer research : JCR ; an … 40 (2013/14) 2, pp. 317-335
Persistent link: https://www.econbiz.de/10009786434
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The future looks "right" : effects of the horizontal location of advertising images on product attitude
Chae, Boyoun; Hoegg, JoAndrea - In: Journal of consumer research : JCR ; an … 40 (2013/14) 2, pp. 223-238
Persistent link: https://www.econbiz.de/10009786440
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When less is more : there must be a comprehensible reason for using incompleteness in advertisements to improve brand attitude
Heberle, Antonia; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 42 (2020) 3, pp. 8-36
Persistent link: https://www.econbiz.de/10012389100