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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
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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
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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
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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
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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
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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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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
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The effectiveness of recognized parodic advertisements
Haltmayer, Vanessa; Gierl, Heribert - In: Transfer : Zeitschrift für Kommunikation und … 66 (2020) 3, pp. 17-27
Persistent link: https://www.econbiz.de/10012302547
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Think about it - can portrayals of homosexuality in advertising prime consumer-perceived social connectedness and empathy?
Åkestam, Nina; Rosengren, Sara; Dahlén, Micael - In: European journal of marketing : EJM 51 (2017) 1, pp. 82-98
Persistent link: https://www.econbiz.de/10011626402
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Comment : advertising, communication, and brands
Eisend, Martin - In: Journal of advertising : official publication of the … 45 (2016) 3, pp. 353-355
Persistent link: https://www.econbiz.de/10011591609