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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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On the interplay between consumer dispositions and perceived brand globalness : alternative theoretical perspectives and empirical assessment
Diamantopoulos, Adamantios; Davvetas, Vasileios; … - In: Journal of international marketing 27 (2019) 4, pp. 39-57
Persistent link: https://www.econbiz.de/10012132728
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Comment : advertising, communication, and brands
Eisend, Martin - In: Journal of advertising : official publication of the … 45 (2016) 3, pp. 353-355
Persistent link: https://www.econbiz.de/10011591609
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Measurement characteristics of Aaker's brand personality dimensions : lessons to be learned from human personality research
Eisend, Martin; Sauer, Nicola E. - In: Psychology & marketing 30 (2013) 11, pp. 950-958
Persistent link: https://www.econbiz.de/10010206851
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Brand personality: a meta-analytic review of antecedents and consequences
Eisend, Martin; Sauer, Nicola E. - In: Marketing letters : a journal of research in marketing 24 (2013) 3, pp. 205-216
Persistent link: https://www.econbiz.de/10009786900
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The effects of animistic thinking, animistic cues, and superstitions on brand responses on social media
Karpinska-Krakowiak, Malgorzata; Eisend, Martin - In: Journal of interactive marketing : a quarterly … 55 (2021), pp. 104-117
Persistent link: https://www.econbiz.de/10013041324
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The dynamic nature of marketing constructs
Bergkvist, Lars; Eisend, Martin - In: Journal of the Academy of Marketing Science 49 (2021) 3, pp. 521-541
Persistent link: https://www.econbiz.de/10012548064