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Meta-analyses of attitudes toward advertising by professionals
Hite, Robert E. - In: Journal of marketing 52 (1988) 3, pp. 95-103
Persistent link: https://www.econbiz.de/10001054847
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Medieval allegory: roots of advertising strategy for the mass market
Stern, Barbara B. - In: Journal of marketing 52 (1988) 3, pp. 84-94
Persistent link: https://www.econbiz.de/10001054849
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Should ad spending increase or decrease before a recall announcement? : the marketing-finance interface in product-harm crisis management
Gao, Haibing; Xie, Jinhong; Wang, Qi; Wilbur, Kenneth C. - In: Journal of marketing 79 (2015) 5, pp. 80-99
Persistent link: https://www.econbiz.de/10011372420
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Integrating marketing communications : new findings, new lessons, and new ideas
Batra, Rajeev; Keller, Kevin Lane - In: Journal of marketing 80 (2016) 6, pp. 122-145
Persistent link: https://www.econbiz.de/10011621583
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Binge watching and advertising
Schweidel, David A.; Moe, Wendy W. - In: Journal of marketing 80 (2016) 5, pp. 1-19
Persistent link: https://www.econbiz.de/10011591152
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Marketing communication strategies and consumer financial decision making : the role of national culture
Petersen, J. Andrew; Kushwaha, Tarun; Kumar, V. - In: Journal of marketing 79 (2015) 1, pp. 44-63
Persistent link: https://www.econbiz.de/10010502724
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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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Seeding as part of the marketing mix : word-of-mouth program interactions for fast-moving consumer goods
Dost, Florian; Phieler, Ulrike; Haenlein, Michael; … - In: Journal of marketing 83 (2019) 2, pp. 62-81
Persistent link: https://www.econbiz.de/10012175889
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Serial position effects on native advertising effectiveness : differential results across publisher and advertiser metrics
Wang, Pengyuan; Xiong, Guiyang; Yang, Jian - In: Journal of marketing 83 (2019) 2, pp. 82-97
Persistent link: https://www.econbiz.de/10012175893
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Gear manufacturers as contestants in sports competitions : breeding and branding returns
Everdingen, Yvonne Maria van; Hariharan, Vijay Ganesh; … - In: Journal of marketing 83 (2019) 3, pp. 126-144
Persistent link: https://www.econbiz.de/10012176007