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Zweiseitige Botschaften in der Marketingkommunikation : ein Überblick und Ausblick zu Theorie und Forschung
Eisend, Martin - In: Journal of business economics : JBE 78 (2008) 3, pp. 307-329
Persistent link: https://www.econbiz.de/10003649387
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Explaining the impact of scarcity appeals in advertising : the mediating role of perceptions of susceptibility
Eisend, Martin - In: Journal of advertising : official publication of the … 37 (2008) 3, pp. 33-40
Persistent link: https://www.econbiz.de/10003766362
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"Jeder Schuss ein Treffer?" : Zur Notwendigkeit empirischer Generalisierungen in der betriebswirtschaftlichen Forschung
Eisend, Martin - In: Wirtschaftswissenschaftliches Studium : WiSt ; … 35 (2006) 5, pp. 249-253
Persistent link: https://www.econbiz.de/10003314936
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A cross-cultural generalizability study of consumers' acceptance of product placements in movies
Eisend, Martin - In: Journal of current issues and research in advertising : … 31 (2009) 1, pp. 15-25
Persistent link: https://www.econbiz.de/10003862201
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A meta-analysis of humor in advertising
Eisend, Martin - In: Journal of the Academy of Marketing Science 37 (2009) 2, pp. 191-203
Persistent link: https://www.econbiz.de/10003851358
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Metaanalyse
Eisend, Martin - In: Empirische Mastertechniken : eine anwendungsorientierte …, (pp. 433-456). 2009
Persistent link: https://www.econbiz.de/10003879077
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Explaining the joint effect of source credibility and negativity of information in two-sided messages
Eisend, Martin - In: Psychology & marketing 27 (2010) 11, pp. 1032-1049
Persistent link: https://www.econbiz.de/10008698327
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A meta-analysis of gender roles in advertising
Eisend, Martin - In: Journal of the Academy of Marketing Science 38 (2010) 4, pp. 418-440
Persistent link: https://www.econbiz.de/10008735695
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Methodische Grundlagen und Anwendungen der Generalisierbarkeitstheorie in der betriebswirtschaftlichen Forschung
Eisend, Martin (contributor) - 2007
Generalizability theory provides an alternative and more flexible approach for construct measurement than classical measurement theory. The theory takes into account several sources of error. Generalizability studies lead to results that allow for designing measurements that optimize the...
Persistent link: https://www.econbiz.de/10003526199
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Methodische Grundlagen und Anwendungen der Generalisierbarkeitstheorie in der betriebswirtschaftlichen Forschung
Eisend, Martin - In: Wirtschaftswissenschaftliches Studium : WiSt ; … 36 (2007) 10, pp. 494-500
Persistent link: https://www.econbiz.de/10003553698