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~person:"Mueller, Barbara"
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Leica in der Werbung : 1925 -...
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Mueller, Barbara
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International journal of advertising : the quarterly review of marketing communications
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ECONIS (ZBW)
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The effects of different ad appeals in non-prescription drug advertising : a cross-cultural investigation
Koinig, Isabell
;
Diehl, Sandra
;
Mueller, Barbara
- In:
Bridging the gap between advertising academia and practice
,
(pp. 266-280)
.
2017
Persistent link: https://www.econbiz.de/10011540397
Saved in:
2
Doing good matters to consumers : the effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns
Diehl, Sandra
;
Terlutter, Ralf
;
Mueller, Barbara
- In:
International journal of advertising : the quarterly …
35
(
2016
)
4
,
pp. 730-757
Persistent link: https://www.econbiz.de/10011585291
Saved in:
3
The state of augmented reality advertising around the globe : a multi-cultural content analysis
Feng, Yang
;
Mueller, Barbara
- In:
Journal of promotion management : innovations in …
25
(
2019
)
4
,
pp. 453-475
Persistent link: https://www.econbiz.de/10012179038
Saved in:
4
Are pharmaceutical ads affording consumers a greater say in their health care? : the evaluation and self-empowerment effects of different ad appeals in Brazil
Koinig, Isabell
;
Diehl, Sandra
;
Mueller, Barbara
- In:
International journal of advertising : the quarterly …
36
(
2017
)
6
,
pp. 945-974
Persistent link: https://www.econbiz.de/10011859158
Saved in:
5
Advertising and societies : global issues
Frith, Katherine Toland
;
Mueller, Barbara
-
2003
Persistent link: https://www.econbiz.de/10001681671
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6
A cross-cultural and gender-specific examination of consumer skepticism toward advertising in general vs. pharmaceutical advertising : empirical evidence from the US, Germany and C...
Diehl, Sandra
;
Terlutter, Ralf
;
Chan, Kara
;
Mueller, Barbara
- In:
Cutting edge international research
,
(pp. 297-312)
.
2010
Persistent link: https://www.econbiz.de/10003985205
Saved in:
7
Theory advancement in international advertising : drawing on theories from strategic management and international business
Taylor, Charles Raymond
;
Okazaki, Shintaro
;
Mueller, Barbara
- In:
Advertising theory
,
(pp. 149-161)
.
2012
Persistent link: https://www.econbiz.de/10009524183
Saved in:
8
A procedure for the development of fictitious advertisements in multi-country research : crafting messages with hard-sell and soft-sell appeals
Diehl, Sandra
;
Okazaki, Shintaro
;
Mueller, Barbara
- In:
Breaking new ground in theory and practice
,
(pp. 463-473)
.
2011
Persistent link: https://www.econbiz.de/10009380989
Saved in:
9
A multi-country examination of hard-sell and soft-sell advertising : comparing global consumer positioning in holistic- and analytic-thinking cultures
Okazaki, Shintaro
;
Mueller, Barbara
;
Diehl, Sandra
- In:
Journal of advertising research
53
(
2013
)
3
,
pp. 258-272
Persistent link: https://www.econbiz.de/10010199591
Saved in:
10
Measuring soft-sell versus hard-sell advertising appeals
Okazaki, Shintaro
;
Mueller, Barbara
;
Taylor, Charles Robert
- In:
Journal of advertising : official publication of the …
39
(
2010
)
2
,
pp. 5-20
Persistent link: https://www.econbiz.de/10003986759
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