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Explaining the joint effect of source credibility and negativity of information in two-sided messages
Eisend, Martin - In: Psychology & marketing 27 (2010) 11, pp. 1032-1049
Persistent link: https://www.econbiz.de/10008698327
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The moderating influence of involvement on two-sided advertising effects
Eisend, Martin - In: Psychology & marketing 30 (2013) 7, pp. 566-575
Persistent link: https://www.econbiz.de/10009778565
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The influence of humor in advertising : explaining the effects of humor in two-sided messsages
Eisend, Martin - In: Psychology & marketing 39 (2022) 5, pp. 962-973
Persistent link: https://www.econbiz.de/10013186896
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Measurement characteristics of Aaker's brand personality dimensions : lessons to be learned from human personality research
Eisend, Martin; Sauer, Nicola E. - In: Psychology & marketing 30 (2013) 11, pp. 950-958
Persistent link: https://www.econbiz.de/10010206851
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The Moderating Influence of Involvement on Two‐Sided Advertising Effects
Eisend, Martin - In: Psychology & marketing 30 (2013) 7, pp. 566-575
Persistent link: https://www.econbiz.de/10010131849
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Understanding two-sided persuasion: An empirical assessment of theoretical approaches
Eisend, Martin - In: Psychology & marketing 24 (2007) 7, pp. 615-640
Persistent link: https://www.econbiz.de/10007736339