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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

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

How nationalistic appeals affect foreign luxury brand reputation : a study of ambivalent effects

Bartikowski, Boris; Fastoso, Fernando; Gierl, Heribert - In: Journal of business ethics : JBE 169 (2021) 2, pp. 261-277

Persistent link: https://www.econbiz.de/10012436734

Emotions make your narrative fly : the effect of strength of emotions on the effectiveness of narrative advertising

Spies, Marie; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 44 (2022) 4, pp. 22-52

Persistent link: https://www.econbiz.de/10013473080

Determinants of consumer attitudes toward prosocial products : a focus on the communication of love (vs. pride, hope, and compassion) within advertisements

Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 45 (2023) 1, pp. 4-29

Persistent link: https://www.econbiz.de/10014280965

Emoji your communication : the effect of employee's use of emojis in digital communication on customers' perceptions of service quality and brand attitude

Kraus, Vanessa; Gierl, Heribert - In: Transfer : Zeitschrift für Kommunikation und … 69 (2023) 2, pp. 10-22

Persistent link: https://www.econbiz.de/10014295307

Financial risk proneness explains the "sex sells" hypothesis in relation to luxury brands

Gierl, Heribert; Bartikowski, Boris; Fastoso, Fernando - In: Marketing : ZFP ; journal of research and management 44 (2022) 3, pp. 60-76

Persistent link: https://www.econbiz.de/10013392050

Eine Erklärung der Preislagenwahl bei Konsumgütern

Gierl, Heribert - 1992

Persistent link: https://www.econbiz.de/10012879383

The effects of positive and negative ad‐evoked associations on brand attitude

Praxmarer, Sandra; Gierl, Heribert - In: Asia Pacific Journal of Marketing and Logistics 21 (2009) 4, pp. 507-520

Purpose – The purpose of this paper is to contribute to research on the cognitive capacity theory. The paper aims to examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked by the advertising stimulus, on brand attitude for...

Persistent link: https://www.econbiz.de/10014674684