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Mini-film advertising and digital brand engagement : the moderating effects of drama and lecture

Karpinska-Krakowiak, Malgorzata; Eisend, Martin - In: International journal of advertising : the review of … 39 (2020) 3, pp. 387-409

Persistent link: https://www.econbiz.de/10012200491

"Auf Wiedersehen" : von Verlagerern und Rückverlagerern : Auswirkungen eines fairen und transaktionskostensenkenden Trennungsmanagements auf die organisationale Verbundenheit

Paja̜k, Danny - 2017

Persistent link: https://www.econbiz.de/10011734778

Who buys counterfeit luxury brands? : a meta-analytic synthesis of consumers in developing and developed markets

Eisend, Martin; Hartmann, Patrick; Apaolaza, Vanessa - In: Journal of international marketing 25 (2017) 4, pp. 89-111

Persistent link: https://www.econbiz.de/10011784184

How consumers' values influence responses to male and female gender role stereotyping in advertising

De Meulenaer, Sarah; Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 37 (2018) 6, pp. 893-913

Persistent link: https://www.econbiz.de/10012492611

Brand personality: A meta-analytic review of antecedents and consequences

Eisend, Martin; Stokburger-Sauer, Nicola - In: Marketing Letters 24 (2013) 3, pp. 205-216

This article presents a meta-analysis on brand personality (BP) by investigating the antecedents and consequences of the BP dimensions of sincerity, excitement, competence, sophistication, and ruggedness, as suggested by Aaker (Journal of Marketing Research 34:347–356, <CitationRef CitationID="CR1">1997</CitationRef>). The authors...</citationref>

Persistent link: https://www.econbiz.de/10010989703