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Cognitively uncontrolled spillover effects of brand-name prizes in advertisements

Gierl, Heribert; Koncz, Julia - In: Marketing : journal of research and management 2 (2006) 2, pp. 76-93

Persistent link: https://www.econbiz.de/10009075862

Effects of consumers' mood in a personal sales conversation

Gierl, Heribert; Bambauer, Silke - In: Marketing : journal of research and management 2 (2006) 1, pp. 30-42

Persistent link: https://www.econbiz.de/10009075867

A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation

Gierl, Heribert; Huettl, Verena - In: International journal of research in marketing : IJRM ; … 28 (2011) 2, pp. 120-134

Persistent link: https://www.econbiz.de/10009133488

Can a positive mood counterbalance weak arguments in personal sales conversations?

Bambauer-Sachse, Silke; Gierl, Heribert - In: Journal of retailing and consumer services 16 (2009) 3, pp. 190-197

Persistent link: https://www.econbiz.de/10008894707

Information Networks as a Safeguard from Opportunism in Industrial Supplier-Buyer Relationships

Gierl, Heribert; Bambauer, Silke - 2004

The network idea has been gaining growing attention in the last decades. We analyse the applicability of networks as a mechanism that protects suppliers from buyers' opportunism. So-called information networks can function as a safeguard for dependent suppliers by reducing information...

Persistent link: https://www.econbiz.de/10014032524

Emotions make your narrative fly : the effect of strength of emotions on the effectiveness of narrative advertising

Spies, Marie; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 44 (2022) 4, pp. 22-52

Persistent link: https://www.econbiz.de/10013473080

Determinants of consumer attitudes toward prosocial products : a focus on the communication of love (vs. pride, hope, and compassion) within advertisements

Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 45 (2023) 1, pp. 4-29

Persistent link: https://www.econbiz.de/10014280965

Emoji your communication : the effect of employee's use of emojis in digital communication on customers' perceptions of service quality and brand attitude

Kraus, Vanessa; Gierl, Heribert - In: Transfer : Zeitschrift für Kommunikation und … 69 (2023) 2, pp. 10-22

Persistent link: https://www.econbiz.de/10014295307

Let's dance a little bit : preliminary considerations about effects of dance in advertising videos

Brauckmann, Nadine; Gierl, Heribert - In: Marketing : ZFP ; journal of research and management 45 (2023) 4, pp. 32-65

Persistent link: https://www.econbiz.de/10014437780

Fit or misfit of culture in marketing communication? : development of the culture-ladenness fit index

Bartikowski, Boris; Richard, Marie-Odile; Gierl, Heribert - In: Journal of business research : JBR 167 (2023), pp. 1-11

Persistent link: https://www.econbiz.de/10014383210

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