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~person:"Gierl, Heribert"
~subject:"Markenführung"
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Markenführung
Consumer behaviour
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Gierl, Heribert
Phau, Ian
35
Keller, Kevin Lane
34
Melewar, T. C.
33
Loureiro, Sandra Maria Correia
31
Burmann, Christoph
27
Ko, Eunju
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Rahman, Zillur
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Wiedmann, Klaus-Peter
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Christodoulides, George
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Steenkamp, Jan-Benedict E. M.
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Bauer, Hans H.
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Fetscherin, Marc
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Marketing : ZFP ; journal of research and management
4
Jahrbuch der Absatz- und Verbrauchsforschung
2
Journal of business research : JBR
1
Transfer : Zeitschrift für Kommunikation und Markenmanagement
1
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ECONIS (ZBW)
8
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1
Too sexy for the price? : the effectiveness of erotic advertising depending on the
brand
's price level
Thomas, Stefan
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
41
(
2019
)
2
,
pp. 4-20
Persistent link: https://www.econbiz.de/10012003359
Saved in:
2
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
Saved in:
3
Effect of the information about the use and non-use of photoshopping of female ad models on
brand
attitudes of young female consumers
Pappenheim, Christina
;
Gierl, Heribert
- In:
Marketing : ZFP ; journal of research and management
45
(
2023
)
3
,
pp. 4-37
Persistent link: https://www.econbiz.de/10014340546
Saved in:
4
Markenpersönlichkeit und Kundenbindung
Gierl, Heribert
;
Bitz, Robert
- In:
Jahrbuch der Absatz- und Verbrauchsforschung
50
(
2004
)
2
,
pp. 139-159
Persistent link: https://www.econbiz.de/10002129687
Saved in:
5
Luxury cars Made-in-China : consequences for
brand
positioning
Bartikowski, Boris
;
Fastoso, Fernando
;
Gierl, Heribert
- In:
Journal of business research : JBR
102
(
2019
),
pp. 288-297
Persistent link: https://www.econbiz.de/10012104002
Saved in:
6
Differenzierte oder undifferenzierte Werbestrategie für Markenerweiterungen
Gierl, Heribert
;
Koncz, Julia
;
Jaumann, Mathias
- In:
Jahrbuch der Absatz- und Verbrauchsforschung
51
(
2005
)
2
,
pp. 176-199
Persistent link: https://www.econbiz.de/10003013988
Saved in:
7
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
Saved in:
8
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
Saved in:
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