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Forciert Forced-exposure Fehler bei der Datenerhebung? : zur Problematik des forcierten Werbekontakts in der experimentellen Werbewirkungsforschung
Germelmann, Claas Christian; Gröppel-Klein, Andrea - In: Die Betriebswirtschaft : DBW 69 (2009) 2, pp. 229-251
Persistent link: https://www.econbiz.de/10003821644
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Wenn doppelt (nicht) besser hält : kann die Wirkung von positiven Medienberichten über eine Marke durch Werbung verstärkt werden?
Germelmann, Claas Christian; Gröppel-Klein, Andrea - In: Marketing : ZFP ; journal of research and management 29 (2007) 4, pp. 217-232
Persistent link: https://www.econbiz.de/10003585067
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The impact of terminal values and yellow press on consumer behavior
Gröppel-Klein, Andrea; Germelmann, Claas Christian - 2004
Persistent link: https://www.econbiz.de/10002573494
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The impact of terminal values and yellow press on consumer behavior
Gröppel-Klein, Andrea (contributor);  … - 2005
We investigate if pluralistic consumption styles (like frugality, or indulgence in luxuryʺ) can be identified and are correlated with different terminal values and if values and consumption styles prove to be stable or can be changed by drastic events. The results of two polls (before and after...
Persistent link: https://www.econbiz.de/10003088938
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When brand representatives act as sales associates : mechanisms and effects of native selling and its disclosure
Held, Johanna; Stieler, Maximilian; Germelmann, Claas … - In: Marketing : ZFP ; journal of research and management 39 (2017) 1, pp. 44-57
Persistent link: https://www.econbiz.de/10011780852