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~subject:"Werbewirkung"
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Werbewirkung
Consumer behaviour
11
Konsumentenverhalten
11
Advertising effects
9
Brand image
5
Celebrity endorsement
5
Celebrity-Werbung
5
Markenimage
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Advertising
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Homosexuality
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Homosexualität
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South Korea
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Südkorea
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USA
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Viral marketing
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brand image
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congruence
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Business-to-consumer gift-giving
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Construal level theory
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English
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Um, Nam-Hyun
6
Um, Nam-hyun
3
Kim, Dong Hoo
1
Kim, Sojung
1
Lee, Wei-Na
1
Sung, Yoon Hi
1
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Journal of marketing communications
3
Journal of global marketing
2
Journal of promotion management : JPM
2
International journal of advertising : the quarterly review of marketing communications
1
International journal of internet marketing and advertising : IJIMA
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ECONIS (ZBW)
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1
Seeking the holy grail through gay and lesbian consumers : an exploratory content analysis of ads with gey/lesbian-specific content
Um, Nam-Hyun
- In:
Journal of marketing communications
18
(
2012
)
2
,
pp. 133-149
Persistent link: https://www.econbiz.de/10009532005
Saved in:
2
Does gay-themed advertising haunt your brand? : the impact of gay-themed advertising on young heterosexual consumers
Um, Nam-Hyun
- In:
International journal of advertising : the quarterly …
33
(
2014
)
4
,
pp. 811-832
Persistent link: https://www.econbiz.de/10010467576
Saved in:
3
The role of culture in creative execution in celebrity endorsement : the cross-cultural study
Um, Nam-hyun
- In:
Journal of global marketing
26
(
2013
)
3
,
pp. 155-172
Persistent link: https://www.econbiz.de/10010189495
Saved in:
4
Effects of negative brand information : measuring impact of celebrity identification and brand commitment
Um, Nam-hyun
- In:
Journal of global marketing
26
(
2013
)
2
,
pp. 68-79
Persistent link: https://www.econbiz.de/10010189542
Saved in:
5
What affects the effectiveness of celebrity endorsement? : impact of interplay among congruece, identification, and attribution
Um, Nam-Hyun
- In:
Journal of marketing communications
24
(
2018
)
7
,
pp. 746-759
Persistent link: https://www.econbiz.de/10011927914
Saved in:
6
The effects of social presence, contextual congruence and source credibility in evaluation of online advertising on news websites
Um, Nam-Hyun
- In:
International journal of internet marketing and …
11
(
2017
)
1
,
pp. 64-82
Persistent link: https://www.econbiz.de/10011742798
Saved in:
7
Korean advertising practitioners' perspectives on celebrity endorsement
Um, Nam-Hyun
;
Lee, Wei-Na
- In:
Journal of promotion management : JPM
21
(
2015
)
1
,
pp. 33-54
Persistent link: https://www.econbiz.de/10011304632
Saved in:
8
Practitioners' perspectives on branded entertainment in the United States
Um, Nam-hyun
;
Kim, Sojung
- In:
Journal of promotion management : JPM
20
(
2014
)
2
,
pp. 164-180
Persistent link: https://www.econbiz.de/10010373174
Saved in:
9
Actual Dove versus ideal L'Oréal : impact of self-related brand image on advertising persuasiveness
Kim, Dong Hoo
;
Sung, Yoon Hi
;
Um, Nam-Hyun
- In:
Journal of marketing communications
25
(
2019
)
5
,
pp. 535-552
Persistent link: https://www.econbiz.de/10012203334
Saved in:
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