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~subject:"Werbung"
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Werbung
Congruence
95
congruence
93
Consumer behaviour
53
Konsumentenverhalten
53
Brand image
30
Markenimage
29
Advertising effects
26
Werbewirkung
26
Brand management
19
Advertising
18
Markenführung
18
consommateur
18
Sponsoring
15
Sponsorship
15
Persönlichkeitspsychologie
12
Corporate social responsibility
11
Personality psychology
11
Corporate Social Responsibility
9
Credibility
9
Internet marketing
9
Online-Marketing
9
attractivité
9
Celebrity endorsement
8
Celebrity-Werbung
8
Fit
8
Führungsstil
8
Glaubwürdigkeit
8
Leadership style
8
Sportmarketing
8
Sports marketing
8
crédibilité
8
fit
8
Beziehungsmarketing
7
Corporate culture
7
Polynomial regression
7
Public relations
7
Relationship marketing
7
Unternehmenskultur
7
celebrity endorsement
7
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English
15
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Ilicic, Jasmina
2
Kulczynski, Alicia
2
Baxter, Stacey
1
Bekk, Magdalena
1
Brennan, Stacey M.
1
Campbell, Colin L.
1
Chang, Hua
1
Darke, Peter R.
1
Dogan, Merve
1
Erdogan, Bayram Zafer
1
Evans, Nathaniel J.
1
Freeman, Jason
1
Germelmann, Claas Christian
1
Gvili, Yaniv
1
Herrmann, Jean-Luc
1
Hilberink-Schulpen, Béryl
1
Hof, Robert-Jan
1
Hornikx, Jos
1
Kacha, Mathieu
1
Kapoor, Anuj
1
Lee, Jung-Sook
1
Levy, Shalom
1
Li, Nao
1
Li, You
1
Meurs, Frank van
1
Narayanan, Sridhar
1
Nederstigt, Ulrike
1
Sharma, Amitt
1
Shen, Fuyuan
1
Skard, Siv
1
Spieß, Erika
1
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1
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1
Tong, Pan
1
Völckner, Franziska
1
Wang, Ye
1
Wei, Lewen
1
Wong, IpKin Anthony
1
Woschée, Ralph
1
Xiong, Xiling
1
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European journal of marketing : EJM
2
Journal of international consumer marketing
2
Marketing letters : a journal of research in marketing
2
International journal of advertising : the quarterly review of marketing communications
1
International journal of advertising : the review of marketing communications
1
Journal of advertising
1
Journal of hospitality marketing & management
1
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
1
Journal of promotion management : JPM
1
Journal of promotion management : innovations in planning and applied research
1
Journal of travel research : a quarterly publication of the Travel and Tourism Research Association
1
Stanford University Graduate School of Business Research Paper
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ECONIS (ZBW)
15
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1
Names versus faces : examining spokesperson-based congruency effects in advertising
Ilicic, Jasmina
;
Baxter, Stacey
;
Kulczynski, Alicia
- In:
European journal of marketing : EJM
49
(
2015
)
1/2
,
pp. 62-81
Persistent link: https://www.econbiz.de/10010519631
Saved in:
2
The effectiveness of foreign-language display in advertising for congruent versus incongruent products
Hornikx, Jos
;
Meurs, Frank van
;
Hof, Robert-Jan
- In:
Journal of international consumer marketing
25
(
2013
)
3
,
pp. 152-165
Persistent link: https://www.econbiz.de/10009761432
Saved in:
3
Gazing at the gazers : an investigation of travel advertisement modality interference
Zhao, Tong
;
Wong, IpKin Anthony
;
Tong, Pan
;
Li, Nao
; …
- In:
Journal of travel research : a quarterly publication of …
61
(
2022
)
4
,
pp. 730-746
Persistent link: https://www.econbiz.de/10012880652
Saved in:
4
Effects of congruence between individuals' and hotel commercials' construal levels on purchase intentions
Dogan, Merve
;
Erdogan, Bayram Zafer
- In:
Journal of hospitality marketing & management
29
(
2020
)
8
,
pp. 987-1007
Persistent link: https://www.econbiz.de/10012384385
Saved in:
5
Congruence and incongruence in thematic advertisement-medium combinations : role of awareness, fluency, and persuasion knowledge
Germelmann, Claas Christian
;
Herrmann, Jean-Luc
;
Kacha, …
- In:
Journal of advertising
49
(
2020
)
2
,
pp. 141-164
Persistent link: https://www.econbiz.de/10012260444
Saved in:
6
Closed-ended and open-ended fit articulation : communication strategies for incongruent sponsorships
Skard, Siv
;
Thorbjornsen, Helge
- In:
European journal of marketing : EJM
51
(
2017
)
7/8
,
pp. 1414-1439
Persistent link: https://www.econbiz.de/10011725692
Saved in:
7
Advertising in a foreign language or the consumers' native language?
Nederstigt, Ulrike
;
Hilberink-Schulpen, Béryl
- In:
Journal of international consumer marketing
30
(
2018
)
1
,
pp. 2-13
Persistent link: https://www.econbiz.de/10011917497
Saved in:
8
The role of a companion banner and sponsorship transparency in recognizing and evaluating article-style native advertising
Campbell, Colin L.
;
Evans, Nathaniel J.
- In:
Journal of interactive marketing : a quarterly …
43
(
2018
),
pp. 17-32
Persistent link: https://www.econbiz.de/10011920045
Saved in:
9
The sweet smell of advertising : the essence of matching scents with other ad cues
Gvili, Yaniv
;
Levy, Shalom
;
Zwilling, Moty
- In:
International journal of advertising : the quarterly …
37
(
2018
)
4
,
pp. 568-590
Persistent link: https://www.econbiz.de/10011882034
Saved in:
10
What is not beautiful should match : how attractiveness similarity affects consumer responses to advertising
Bekk, Magdalena
;
Spörrle, Matthias
;
Völckner, Franziska
; …
- In:
Marketing letters : a journal of research in marketing
28
(
2017
)
4
,
pp. 509-522
Persistent link: https://www.econbiz.de/10011780833
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