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Evaluating responses to celebrity endorsements using projective techniques
Tantiseneepong, Nisachon; Gorton, Matthew; White, John - In: Qualitative Market Research: An International Journal 15 (2012) 1, pp. 57-69
selection of celebrity endorsers. Design/methodology/approach – The paper is part of a wider tradition of returning to …
Persistent link: https://www.econbiz.de/10014987285
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Consumer Behavior in Practice : Strategic Insights for the Modern Marketer
Chan, Eugene Y. - 2024
: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury … topics as advertising and pricing, with topical chapters such as the sharing economy, luxury consumer behavior, and the …
Persistent link: https://www.econbiz.de/10014478777
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Marketingprobleme : innovative Lösungsansätze aus Forschung und Praxis
Baier, Daniel (contributor); Decker, Reinhold (contributor) - 1995
Persistent link: https://www.econbiz.de/10000911973
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Marketing on fire : burning questions, hot new methods, and practical ideas with spreading : AMA educators proceedings volume 30 : Chicago, Illinois, USA 9-11 August 2019
Peres, Renana - AMA Summer Academic Conference <2019, Chicago, Ill.>; … - 2019
Persistent link: https://www.econbiz.de/10012486208
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A critical review of the costs of advertising : a transformative consumer research perspective
Scarpaci, Joseph L.; Sovacool, Benjamin K.; Ballantyne, … - In: Journal of consumer policy : consumer issues in law, … 39 (2016) 2, pp. 119-140
Persistent link: https://www.econbiz.de/10011690107
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Measuring multichannel advertising response
Zantedeschi, Daniel; Feit, Elea McDonnell; Bradlow, Eric T. - In: Management science : journal of the Institute for … 63 (2017) 8, pp. 2706-2728
Persistent link: https://www.econbiz.de/10011741415
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Stereotyping in Country Advertising: An Experimental Study
Grønhaug, Kjell; Heide, Morten - In: European Journal of Marketing 26 (1992) 5, pp. 56-66
Examines whether advertising creates stereotyping effects, focusing on effects created in the target group, and not on … the content of the advertising message as primarily emphasized in prior research on stereotyping in advertising. Conducts … that advertising may create changes in the target group′s evaluations of the target object, and result in more coherent and …
Persistent link: https://www.econbiz.de/10014723020
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Moderne Marketing-Kommunikation : System - Prozess - Management
Tropp, Jörg - 2011 - 1. Aufl.
Persistent link: https://www.econbiz.de/10008856517
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Moderne Marketing-Kommunikation : System - Prozess - Management
Tropp, Jörg - 2014 - 2., überarb. und erw. Aufl.
Persistent link: https://www.econbiz.de/10014007180