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Don't lose your product in story translation : how product-story link in narrative advertisements increases persuasion
Glaser, Matthias; Reisinger, Heribert - In: Journal of advertising 51 (2022) 2, pp. 188-205
Persistent link: https://www.econbiz.de/10013362268
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You are my friend, but we are from different worlds : actor-type effects on audience engagement in narrative video advertisements
Glaser, Matthias; Reisinger, Heribert; Florack, Arnd - In: Journal of advertising 53 (2024) 4, pp. 568-587
Persistent link: https://www.econbiz.de/10015050207
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Matching luxury brand appeals with attitude functions on social media across cultures
Choi, Yung Kyun; Seo, Yuri; Wagner, Udo; Yoon, Sukki - In: Journal of business research : JBR 117 (2020), pp. 520-528
Persistent link: https://www.econbiz.de/10012287957
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Effects of acoustic stimuli complementing out-of-home advertising
Wagner, Udo; Ruhm, Roland - In: Marketing : ZFP ; journal of research and management 44 (2022) 1, pp. 23-36
Persistent link: https://www.econbiz.de/10013443631
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Selfie campaigns as advertising tactic : mental imagery as a driver of brand interest and participation
Wolfsteiner, Elisabeth; Garaus, Marion; Wagner, Udo; … - In: International journal of advertising : the review of … 42 (2023) 4, pp. 773-797
Persistent link: https://www.econbiz.de/10014296417
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The influence of deviant advertisements on customer responses : the role of cultural tightness in emerging and developed economies
Wagner, Udo; Pauser, Sandra; Akturan, Ulun - In: Psychology & marketing 40 (2023) 10, pp. 2103-2117
Persistent link: https://www.econbiz.de/10014338473
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The impact of corporate sustainability performance on advertising efficiency
Weinmayer, Karl; Garaus, Marion; Wagner, Udo - In: OR spectrum : quantitative approaches in management 46 (2024) 1, pp. 175-209
Persistent link: https://www.econbiz.de/10014519168
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Celebrities as product endorsers in a national and international context
Świętek, Patrycja; Mayerhofer, Wolfgang; Wagner, Udo - In: Marketing : ZFP ; journal of research and management 46 (2024) 3, pp. 33-50
Persistent link: https://www.econbiz.de/10015071688