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Brand identity : the guiding star for successful brands
Esch, Franz-Rudolf - In: Handbook on brand and experience management, (pp. 58-73). 2008
Persistent link: https://www.econbiz.de/10003788971
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Market reactions to integrated communication
Esch, Franz-Rudolf - In: New developments and approaches in consumer behavior …, (pp. 90-111). 1998
Persistent link: https://www.econbiz.de/10001299797
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Management internationaler Markenportfolios : SCA Tissue Europe
Esch, Franz-Rudolf; Langner, Tobias; Braun, Ingolf A. - In: Fallstudien zum Internationalen Management : …, (pp. 463-478). 2008
Persistent link: https://www.econbiz.de/10003743857
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The effect the integration of different acoustic and visual stimuli depending on target groups involvement
Esch, Franz-Rudolf; Roth, Simone - In: Advertising and communication : proceedings 4th …, (pp. 41-54). 2005
Persistent link: https://www.econbiz.de/10003353597
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Dimension-based versus relation-based brand name design : a test of different psycholinguistic theories
Langner, Tobias; Esch, Franz-Rudolf; Rossiter, John R. - In: Advertising and communication : proceedings 4th …, (pp. 110-119). 2005
Persistent link: https://www.econbiz.de/10003353715
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Improving imagery processing and effectiveness of internet websites through progressive levels of interactivity and imagery-strength
Kiss, Greg; Esch, Franz-Rudolf; Weisenfeld-Schenk, Ursula - In: Advertising and communication : proceedings 4th …, (pp. 231-241). 2005
Persistent link: https://www.econbiz.de/10003353822
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The brand anchoring effect : a judgment bias resulting from brand awareness and temporary accessiblity
Esch, Franz-Rudolf; Schmitt, Bernd; Redler, Joern; … - In: Psychology & marketing 26 (2009) 4, pp. 383-396
Persistent link: https://www.econbiz.de/10003835545
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The effect of the integration of different acoustic and visual stimuli depending on target groups involvement
Esch, Franz-Rudolf; Roth, Simone; Strödter, Kristina - In: International advertising and communication : current …, (pp. 69-88). 2006
Persistent link: https://www.econbiz.de/10003378104
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Creating powerful brand names
Langner, Tobias; Esch, Franz-Rudolf; Rossiter, John R. - In: International advertising and communication : current …, (pp. 181-197). 2006
Persistent link: https://www.econbiz.de/10003378124
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Effects of interactive and imagery-strong websites
Kiss, Greg; Esch, Franz-Rudolf - In: International advertising and communication : current …, (pp. 361-377). 2006
Persistent link: https://www.econbiz.de/10003378191