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~subject:"Werbewirkung"
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Werbewirkung
Social Web
20,618
Social web
20,587
Brand management
17,674
Markenführung
17,260
Consumer behaviour
11,214
Konsumentenverhalten
11,173
Markenimage
7,395
Brand image
7,300
Online-Marketing
6,452
Internet marketing
6,355
Markenartikel
5,393
Brand
5,391
Beziehungsmarketing
4,014
Relationship marketing
4,014
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2,454
Viral marketing
2,436
Virales Marketing
2,436
Social network
2,297
Markenpolitik
2,198
Electronic Commerce
2,070
Marketingmanagement
1,978
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1,966
E-commerce
1,961
Deutschland
1,907
Germany
1,821
Social media
1,756
social media
1,695
Advertising effects
1,648
Online-Handel
1,626
Online retailing
1,623
Digitalisierung
1,512
Digitization
1,474
Internet
1,461
Marketing
1,278
Werbung
1,245
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1,233
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1,195
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1,171
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Pelsmacker, Patrick de
15
Dens, Nathalie
14
Esch, Franz-Rudolf
10
Bauer, Hans H.
9
Huber, Frank
9
Septianto, Felix
8
Chen, Huan
7
Gierl, Heribert
7
Romaniuk, Jenni
7
Arora, Taanika
6
Dwivedi, Yogesh Kumar
6
Erfgen, Carsten
6
Hayes, Jameson L.
6
Knoll, Johannes
6
Sreejesh, S.
6
Srivastava, R. K.
6
Torres, Ivonne M.
6
Vashisht, Devika
6
Bang Nguyen Viet
5
Bellman, Steven
5
Brunner, Christian Boris
5
Buijzen, Moniek
5
Fogel, Joshua
5
Kerr, Gayle
5
Ko, Eunju
5
Matthes, Jörg
5
Pittman, Matthew
5
Reijmersdal, Eva A. van
5
Schramm, Holger
5
Verhellen, Yann
5
Zúñiga, Miguel Ángel
5
Arora, Nilesh
4
Baxter, Stacey M.
4
Burmann, Christoph
4
Choi, Yung Kyun
4
Cohen, Justin
4
Dodoo, Naa Amponsah
4
Fazli-Salehi, Reza
4
Fossen, Beth L.
4
Gilal, Faheem Gul
4
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Fachhochschule Reutlingen / European School of Business
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Gottfried Wilhelm Leibniz Universität Hannover
1
Nomos Verlagsgesellschaft
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Peter Lang GmbH
1
Robert Schuman Centre for Advanced Studies
1
Springer Gabler <Firma>
1
Universität Bremen
1
Wiesbadener Media- & Marketing-Kongress <2011, Wiesbaden>
1
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International journal of advertising : the review of marketing communications
72
Journal of business research : JBR
66
Journal of marketing communications
52
International journal of advertising : the quarterly review of marketing communications
39
Journal of advertising research
37
Journal of promotion management : innovations in planning and applied research
35
International journal of internet marketing and advertising : IJIMA
33
The journal of product & brand management
32
Journal of retailing and consumer services
29
Journal of promotion management : JPM
28
Psychology & marketing
28
The journal of brand management : an international journal
26
Journal of research in interactive marketing : interactive marketing and computer-mediated communication
21
Marketing intelligence & planning
20
SpringerLink / Bücher
19
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
17
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
16
Marketing : ZFP ; journal of research and management
16
Journal of advertising : official publication of the American Academy of Advertising
15
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
12
Journal of current issues and research in advertising
11
Marketing letters : a journal of research in marketing
11
Asia Pacific journal of marketing and logistics
10
Journal of marketing management : JMM ; journal of the Academy of Marketing
10
Journal of marketing research : JMR
10
Cogent business & management
9
European journal of marketing : EJM
9
Journal of global marketing
9
Journal of strategic marketing
9
Journal of the Academy of Marketing Science
9
Young consumers : insight and ideas for responsible marketers
9
International journal of hospitality management
8
International journal of sports marketing & sponsorship
8
Springer eBook Collection / Business and Economics
8
The journal of consumer marketing
8
Gabler Edition Wissenschaft / Marken- und Produktmanagement
7
Information & management : the internat. journal of management processes and systems ; journal of IFIP Users Group
7
International journal of consumer studies
7
Journal of electronic commerce research : JECR
7
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
7
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ECONIS (ZBW)
1,656
EconStor
2
USB Cologne (EcoSocSci)
2
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1
The power of "like" : how brands reach (and influence) fans through social-media marketing
Lipsman, Andrew
;
Mud, Graham
;
Rich, Mike
;
Bruich, Sean
- In:
Journal of advertising research
52
(
2012
)
1
,
pp. 40-52
Persistent link: https://www.econbiz.de/10009548177
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2
Usage, barriers and measurement of social media marketing : an exploratory investigation of small and medium B2B brands
Michaelidou, Nina
;
Siamagka, Nikoletta Theofania
; …
- In:
Industrial marketing management : the international …
40
(
2011
)
7
,
pp. 1153-1159
Persistent link: https://www.econbiz.de/10009490224
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3
Exploring the impact of consumer generated advertising (CGA) on consumer brand responses
Kennedy, Claire
;
Gannon, Valerie
;
Kennedy, Aileen
- In:
Journal of customer behaviour
13
(
2014
)
4
,
pp. 253-270
Persistent link: https://www.econbiz.de/10010519724
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4
Does a virtual like cause actual liking? : how following a brand's facebook updates enhances brand evaluations and purchase intention
Beukeboom, Camiel J.
;
Kerkhof, Peter
;
Vries, Metten de
- In:
Journal of interactive marketing : a quarterly …
32
(
2015
),
pp. 26-36
Persistent link: https://www.econbiz.de/10011422780
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5
The authentic celebrity brand : unpacking Ai Weiwei's celebritised selves
Preece, Chloe
- In:
Journal of marketing management : MM
31
(
2015
)
5/6
,
pp. 616-645
Persistent link: https://www.econbiz.de/10011325775
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6
Marketing and the cultural production of celebrity in the era of media convergence
Hackley, Christopher E.
;
Tiwsakul, Amy Rungpaka
- In:
Journal of marketing management : MM
31
(
2015
)
5/6
,
pp. 461-477
Persistent link: https://www.econbiz.de/10011325836
Saved in:
7
Brand communication success in online consumption communities : an experimental analysis of the effects of communication style and brand pictorial representation
Steinmann, Sascha
;
Mau, Gunnar
;
Schramm-Klein, Hanna
- In:
Psychology & marketing
32
(
2015
)
3
,
pp. 356-371
Persistent link: https://www.econbiz.de/10010527152
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8
Open Brands : Effekte nutzergenerierter Markenbotschaften auf die Markenwahrnehmung
Göbel, Fabian
-
2013
Persistent link: https://www.econbiz.de/10009735582
Saved in:
9
Consumer responses to brands placed in YouTube movies : the effect of prominence and endorser expertise
Verhellen, Yann
;
Dens, Nathalie
;
Pelsmacker, Patrick de
- In:
Journal of electronic commerce research : JECR
14
(
2013
)
4
,
pp. 287-303
Persistent link: https://www.econbiz.de/10010232563
Saved in:
10
Tweet this, not that : a comparison between brand promotions in microblogging environments using celebrity and company-generated tweets
Wood, Natalie T.
;
Burkhalter, Janée N.
- In:
Journal of marketing communications
20
(
2014
)
1/2
,
pp. 129-146
Persistent link: https://www.econbiz.de/10010244647
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