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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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Who would like to be treated fairly? : utilizing the entitativity and the singularity concept for creating effective advertisements to promote fair-trade products
Steinhart, Tanja; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 39 (2017) 2, pp. 3-26
Persistent link: https://www.econbiz.de/10011780878
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The effects of message framing and ad credibility on health risk perception
Heideker, Silvia; Steul-Fischer, Martina - In: Marketing : ZFP ; journal of research and management 39 (2017) 2, pp. 49-64
Persistent link: https://www.econbiz.de/10011780884
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Effects of the variation of rhetorical ambiguity on advertising persuasion : mediating role of the mental imagery and moderating role of the tolerance to ambiguity
Mzoughi, Mohamed-Nabil; Chaieb, Safa; Garrouch, Karim - In: Marketing : ZFP ; journal of research and management 45 (2023) 3, pp. 75-88
Persistent link: https://www.econbiz.de/10014340549
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The color of togetherness : a theoretical contribution to the research on color effects
Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 46 (2024) 2, pp. 32-60
Persistent link: https://www.econbiz.de/10014632898
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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
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Effects of acoustic stimuli complementing out-of-home advertising
Wagner, Udo; Ruhm, Roland - In: Marketing : ZFP ; journal of research and management 44 (2022) 1, pp. 23-36
Persistent link: https://www.econbiz.de/10013443631
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Emotions make your narrative fly : the effect of strength of emotions on the effectiveness of narrative advertising
Spies, Marie; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 44 (2022) 4, pp. 22-52
Persistent link: https://www.econbiz.de/10013473080
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Determinants of consumer attitudes toward prosocial products : a focus on the communication of love (vs. pride, hope, and compassion) within advertisements
Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 45 (2023) 1, pp. 4-29
Persistent link: https://www.econbiz.de/10014280965
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Financial risk proneness explains the "sex sells" hypothesis in relation to luxury brands
Gierl, Heribert; Bartikowski, Boris; Fastoso, Fernando - In: Marketing : ZFP ; journal of research and management 44 (2022) 3, pp. 60-76
Persistent link: https://www.econbiz.de/10013392050