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Research Methodology in Marketing : Theory Development, Empirical Approaches and Philosophy of Science Considerations
Eisend, Martin; Kuss, Alfred - 2019
1. Introduction -- 2. Nature and Relevance of Theories -- 3. Scientific Realism -- 4. Theory Building -- 5. Theory Testing -- 6. Data Collection: Operationalization, Measurement, and Sampling -- 7. Hypotheses and Models -- 8. Test of Causal Relationships -- 9. Generalization -- 10. Research Ethics
Persistent link: https://www.econbiz.de/10012398548
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Research methodology in marketing : theory development, empirical approaches and philosophy of science considerations
Eisend, Martin; Kuß, Alfred - 2019
Persistent link: https://www.econbiz.de/10011971202
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"I" lose, "others" gain : message framing and beneficial appeals in ads promoting green consumption
Langer, Alexandra - In: The changing roles of advertising : [extended versions …, (pp. 223-232). 2013
Persistent link: https://www.econbiz.de/10009773028
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Explaining the impact of scarcity appeals in advertising : the mediating role of perceptions of susceptibility
Eisend, Martin - In: Journal of advertising : official publication of the … 37 (2008) 3, pp. 33-40
Persistent link: https://www.econbiz.de/10003766362
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A cross-cultural generalizability study of consumers' acceptance of product placements in movies
Eisend, Martin - In: Journal of current issues and research in advertising : … 31 (2009) 1, pp. 15-25
Persistent link: https://www.econbiz.de/10003862201
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A meta-analysis of humor in advertising
Eisend, Martin - In: Journal of the Academy of Marketing Science 37 (2009) 2, pp. 191-203
Persistent link: https://www.econbiz.de/10003851358
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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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A meta-analysis of gender roles in advertising
Eisend, Martin - In: Journal of the Academy of Marketing Science 38 (2010) 4, pp. 418-440
Persistent link: https://www.econbiz.de/10008735695
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How humor in advertising works : a meta-analytic test of alternative models
Eisend, Martin - In: Marketing letters : a journal of research in marketing 22 (2011) 2, pp. 115-132
Persistent link: https://www.econbiz.de/10009160251
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Is VHB-JOURQUAL2 a good measure of scientific quality? : assessing the validity of the major business journal ranking in German-speaking countries
Eisend, Martin - In: Business research 4 (2011) 2, pp. 241-274
Persistent link: https://www.econbiz.de/10009507761