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How expansion advertising affects brand usage frequency : a programmatic evaluation

Wansink, Brian; Ray, Michael L. - 1993

Persistent link: https://www.econbiz.de/10000883454

Effects of consumers' mood in a personal sales conversation

Gierl, Heribert; Bambauer, Silke - In: Advertising and communication : proceedings 4th …, (pp. 278-286). 2005

Persistent link: https://www.econbiz.de/10003353831

Effects of mood and argument strength on product evaluation in a personal sales conversation

Gierl, Heribert; Bambauer, Silke - In: International advertising and communication : current …, (pp. 239-255). 2006

Persistent link: https://www.econbiz.de/10003378130

Christmas is coming : exploring the effectiveness of christmas commercials

Gierl, Heribert - In: Transfer : Zeitschrift für Kommunikation und … 67 (2021) 3, pp. 6-17

Persistent link: https://www.econbiz.de/10012647768

Towards a Digital Attribution Model : Measuring the Impact of Display Advertising on Online Consumer Behavior

Ghose, Anindya - 2016

The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique...

Persistent link: https://www.econbiz.de/10013004086

Emoji your story : the advertising effectiveness of emoji-based narratives

Haltmayer, Vanessa; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 43 (2021) 1/2, pp. 67-94

Persistent link: https://www.econbiz.de/10012600964

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

Effectiveness of animal images in advertising

Keller, Barbara; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 42 (2020) 1, pp. 3-32

Persistent link: https://www.econbiz.de/10012287520

Mobile targeting using customer trajectory patterns

Ghose, Anindya; Li, Beibei; Liu, Siyuan - In: Management science : journal of the Institute for … 65 (2019) 11, pp. 5027-5049

Persistent link: https://www.econbiz.de/10012125865

Trade-offs in online advertising : advertising effectiveness and annoyance dynamics across the purchase funnel

Todri, Vilma; Ghose, Anindya; Singh, Param Vir - In: Information systems research : ISR 31 (2020) 1, pp. 102-125

Persistent link: https://www.econbiz.de/10012242426