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Advertising
Werbewirkung
8,005
Advertising effects
7,779
Konsumentenverhalten
4,186
Consumer behaviour
4,168
Werbung
4,011
Online-Marketing
2,227
Internet marketing
2,216
Wirtschaftspsychologie
1,921
Economic psychology
1,671
Narrative Methode
1,669
Narrative method
1,667
Markenführung
1,346
Brand management
1,344
Theorie
1,276
Theory
1,260
Werbepsychologie
1,178
Markenimage
1,091
Brand image
1,070
Psychology of advertising
1,056
USA
927
United States
920
Fernsehwerbung
807
Television advertising
804
Deutschland
721
Social Web
714
Social web
713
Germany
691
Markenartikel
600
Brand
599
Emotion
562
Marketingmanagement
558
Marketing management
554
Celebrity endorsement
461
Celebrity-Werbung
461
Behavioral economics
455
Verhaltensökonomik
455
Experiment
446
Zielgruppe
404
Target group
396
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1,779
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770
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Article
2,938
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992
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7
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170
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Non-commercial literature
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114
Hochschulschrift
64
Thesis
37
Collection of articles of several authors
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Sammelwerk
36
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16
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16
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9
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Eisend, Martin
20
Gierl, Heribert
19
Pelsmacker, Patrick de
19
Septianto, Felix
19
Rosengren, Sara
16
Diehl, Sandra
15
Dahlén, Micael
14
Esch, Franz-Rudolf
14
Kaiser, Harry M.
14
Stafford, Marla Royne
14
Taylor, Charles Raymond
14
Yoon, Hye Jin
14
Yoon, Sukki
14
Reijmersdal, Eva A. van
12
Rozendaal, Esther
12
Bellman, Steven
11
Dens, Nathalie
11
Sahni, Navdeep S.
11
Terlutter, Ralf
11
Torres, Ivonne M.
11
Wilbur, Kenneth C.
11
Wilson, Rick T.
11
Chan, Kara
10
Evans, Nathaniel J.
10
Malik, Garima
10
Mueller, Barbara
10
Sayedi, Amin
10
Buijzen, Moniek
9
Chang, Chingching
9
Choi, Yung Kyun
9
Ford, John B.
9
Ghose, Anindya
9
Hudders, Liselot
9
Jerath, Kinshuk
9
Okazaki, Shintaro
9
Weinberger, Marc G.
9
Wu, Linwan
9
Boerman, Sophie C.
8
Campbell, Colin L.
8
Chintagunta, Pradeep K.
8
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National Bureau of Economic Research
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Springer Fachmedien Wiesbaden
9
IGI Global
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United States / Congress / Senate / Committee on the Judiciary / Subcommittee on Antitrust and Monopoly
3
Advertising Research Foundation
2
European Advertising Academy
2
Institute of Canadian Advertising
2
International Conference on Research in Advertising <4, 2005, Saarbrücken>
2
Anheuser-Busch, Inc.
1
Association of National Advertisers
1
Avrim Lazar and Associates
1
Bundesverband der Verbraucherzentralen und Verbraucherverbände
1
Campus Verlag
1
Department of Agricultural Economics, New York State College of Agriculture and Life Sciences, Cornell University
1
Deutsche Gesellschaft für Publizistik- und Kommunikationswissenschaft / Fachgruppe Werbekommunikation
1
Deutsche Gesellschaft für Publizistik- und Kommunikationswissenschaft / Fachgruppe Werbekommunikation / Jahrestagung <1., 2014, Mainz>
1
Erasmus Research Institute of Management
1
Europa Verlag Ges. m.b.H. & Co. KG
1
Fachverlag für Wirtschafts- und Steuerrecht Schäffer <Stuttgart>
1
Herbert von Halem Verlag
1
ICORIA / Veranstaltung <19., 2021, Bordeaux>
1
ICORIA <11, 2012, Stockholm>
1
ICORIA <12., 2013, Zagreb>
1
ICORIA <14., 2015, London>
1
ICORIA <15., 2016, Ljubljana>
1
ICORIA <9, 2010, Madrid>
1
IP Deutschland GmbH <Köln>
1
Institute of Practioners in Advertising
1
J. L. Kellogg Graduate School of Management
1
Macquarie University / Department of Business
1
Market Research Society
1
Marketing Science Institute
1
NetLibrary, Inc
1
New Mexico
1
New Mexico State Highway Commission
1
Nikkei Kōkoku Kenkyūsho <Tokio>
1
OECD
1
OECD / Committee on Consumer Policy
1
Organisation for Economic Co-operation and Development
1
Otto-Friedrich-Universität Bamberg
1
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International journal of advertising : the review of marketing communications
162
International journal of advertising : the quarterly review of marketing communications
128
Journal of business research : JBR
117
Journal of marketing communications
114
Journal of advertising : official publication of the American Academy of Advertising
107
Journal of advertising research
101
Journal of promotion management : innovations in planning and applied research
56
Journal of promotion management : JPM
54
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
52
Psychology & marketing
42
International journal of internet marketing and advertising : IJIMA
41
Journal of current issues and research in advertising : JCIRA
37
Journal of retailing and consumer services
36
European journal of marketing : EJM
34
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
32
Health marketing quarterly
31
Journal of advertising
27
Journal of marketing research : JMR
27
Young consumers : insight and ideas for responsible marketers
25
Journal of global marketing
24
Journal of current issues and research in advertising
23
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
23
Marketing letters : a journal of research in marketing
23
Journal of marketing
22
Management science : journal of the Institute for Operations Research and the Management Sciences
22
Journal of international consumer marketing
20
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
19
Asia Pacific journal of marketing and logistics
18
International journal of pharmaceutical and healthcare marketing : IJPHM
18
Journal of marketing research
18
Marketing : ZFP ; journal of research and management
17
Quantitative marketing and economics : QME
17
The journal of consumer marketing
17
International journal of consumer studies
16
Journal of consumer research : JCR ; an interdisciplinary bimonthly
15
Journal of business ethics : JOBE
14
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
14
Marketing intelligence & planning
14
SpringerLink / Bücher
14
International journal of hospitality management
13
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ECONIS (ZBW)
3,923
EconStor
7
USB Cologne (EcoSocSci)
5
Other ZBW resources
2
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1
Evaluating the message strategy of U.S. Army advertising : with focus on information needs and motivational cues
Park, Sejin
;
Lee, Jinhee
;
Park, Jin Seong
- In:
Journal of promotion management : JPM
23
(
2017
)
2
,
pp. 303-319
Persistent link: https://www.econbiz.de/10011729557
Saved in:
2
Psychologie des Storytellings : Wie kann Werbung unsere meist unbewussten Wünsche und Bedürfnisse erreichen?
Sommer, Rudolf
- In:
Transfer, Werbeforschung & Praxis : Zeitschrift für …
56
(
2010
)
2
,
pp. 42-46
Persistent link: https://www.econbiz.de/10003981908
Saved in:
3
Mixed emotional appeal enhances positive word-of-mouth : the moderating role of narrative person
Quach, Sara
;
Septianto, Felix
;
Thaichon, Park
;
Chiew, …
- In:
Journal of retailing and consumer services
62
(
2021
),
pp. 1-13
Persistent link: https://www.econbiz.de/10012648877
Saved in:
4
Storytelling, the scale of persuasion and retention : a neuromarketing approach
Hamelin, Nicolas
;
Thaichon, Park
;
Abraham, Christopher
; …
- In:
Journal of retailing and consumer services
55
(
2020
),
pp. 1-8
Persistent link: https://www.econbiz.de/10012268985
Saved in:
5
Universal emotional arc structure in advertisements and their favorability
Ghosh, Aruni
;
Deb, Madhurima
- In:
European journal of marketing
56
(
2022
)
4
,
pp. 1232-1267
Persistent link: https://www.econbiz.de/10013350959
Saved in:
6
Search engine advertising effectiveness in a multimedia campaign
Zenetti, German
;
Bijmolt, Tammo H. A.
;
Leeflang, Peter
; …
- In:
International journal of electronic commerce : IJEC
18
(
2013/14
)
3
,
pp. 7-38
Persistent link: https://www.econbiz.de/10010360072
Saved in:
7
Is children's understanding of nontraditional advertising comparable to their understanding of television advertising?
Owen, Laura J.
;
Lewis, Charlie
;
Auty, Susan
;
Buijzen, Moniek
- In:
Journal of public policy & marketing : JPP & M ; an …
32
(
2013
)
2
,
pp. 195-206
Persistent link: https://www.econbiz.de/10010228560
Saved in:
8
Effectiveness of advertising formats in television
Martin-Santana, Josefa D.
;
Reinares-Lara, Eva
; …
- In:
International journal of internet marketing and …
9
(
2015
)
2
,
pp. 85-102
Persistent link: https://www.econbiz.de/10011497548
Saved in:
9
Advertising's impact on pre-schoolers' brand knowledge and materialism
Watkins, Leah
;
Aitken, Robert
;
Robertson, Kirsten
; …
- In:
International journal of consumer studies
40
(
2016
)
5
,
pp. 583-591
Persistent link: https://www.econbiz.de/10011620097
Saved in:
10
Digital engagement with Super Bowl commercials : analysing likeability, length, and mood
Loveland, Karen Ann
;
Smith, Katherine Taken
;
Smith, L. …
- In:
International journal of sport management and marketing …
23
(
2023
)
4
,
pp. 275-289
Persistent link: https://www.econbiz.de/10014311030
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