Narrow search
Showing 1 - 10 of 18
Cover Image
A meta-analysis of when and how advertising creativity works
Rosengren, Sara; Eisend, Martin; Koslow, Scott; … - In: Journal of marketing 84 (2020) 6, pp. 39-56
Persistent link: https://www.econbiz.de/10012309677
Cover Image
Gendering conversational humor in advertising : an evolutionary explanation of the effects of spontaneous versus canned humor
Ivanov, Lachezar; Eisend, Martin; Bayón, Tomás - In: International journal of advertising : the review of … 38 (2019) 7, pp. 979-999
Persistent link: https://www.econbiz.de/10012200363
Cover Image
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
Cover Image
The effectiveness of publicity versus advertising : a meta-analysis
Eisend, Martin; Küster-Rohde, Franziska - In: Breaking new ground in theory and practice, (pp. 279-293). 2011
Persistent link: https://www.econbiz.de/10009380712
Cover Image
Persuasion knowledge and third-person perceptions in advertising : the moderating effect of regulatory competence
Eisend, Martin - In: International journal of advertising : the quarterly … 34 (2015) 1, pp. 54-69
Persistent link: https://www.econbiz.de/10011298747
Cover Image
Effects of fear-arousing and humorous appeals in social marketing advertising : the moderating role of prior attitude toward the advertised behavior
Jäger, Tilmann; Eisend, Martin - In: Journal of current issues and research in advertising : … 34 (2013) 1, pp. 125-134
Persistent link: https://www.econbiz.de/10009770258
Cover Image
Gender roles and humor in advertising : the occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness
Eisend, Martin; Plagemann, Julia; Sollwedel, Julia - In: Journal of advertising : official publication of the … 43 (2014) 3, pp. 256-273
Persistent link: https://www.econbiz.de/10010408864
Cover Image
Advertising repetition : a meta-analysis on effective frequency in advertising
Schmidt, Susanne; Eisend, Martin - In: Journal of advertising : official publication of the … 44 (2015) 4, pp. 415-428
Persistent link: https://www.econbiz.de/10011410229
Cover Image
Lethal versus reproductive disease appeals in preventive health advertising : the moderating effect of life history strategy
Ivanov, Lachezar; Eisend, Martin; Diehl, Sandra; Wang, … - In: International journal of advertising : the review of … 40 (2021) 4, pp. 657-681
Persistent link: https://www.econbiz.de/10012586689
Cover Image
How marketer actions influence persuasion knowledge : meta-analytic evidence of a nonlinear relationship
Eisend, Martin; Tarrahi, Farid - In: Journal of public policy & marketing 41 (2022) 2, pp. 107-123
Persistent link: https://www.econbiz.de/10013256392