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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

Konsum und Konsumklima

Kuß, Alfred; Eisend, Martin - 2007

Persistent link: https://www.econbiz.de/10003433104

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

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

Das Glücksempfinden des Konsumenten

Schuchert-Güler, Pakize; Eisend, Martin; Lütters, Holger - 2001

Persistent link: https://www.econbiz.de/10001599817

Explaining consumer responses to ethnic and religious minorities in advertising : the case of Israel and Germany

Rößner, Anna; Gvili, Yaniv; Eisend, Martin - In: Journal of advertising 50 (2021) 4, pp. 391-407

Persistent link: https://www.econbiz.de/10012650822

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

Advances in Advertising Research IX : Power to Consumers

Cauberghe, Verolien (ed.); Hudders, Liselot (ed.); … - 2018

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring...

Persistent link: https://www.econbiz.de/10012395869

Icoria special issue

Rosengren, Sara (ed.); Eisend, Martin (ed.) - 2021

Persistent link: https://www.econbiz.de/10012498511

Effects of ethnic advertising on consumers of minority and majority groups : the moderating effect of humor

Rößner, Anna; Kämmerer, Maren; Eisend, Martin - In: International journal of advertising : the quarterly … 36 (2017) 1, pp. 190-205

Persistent link: https://www.econbiz.de/10011687912