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Puffery vs. product claims : what do consumers perceive?: what do consumers believe?

Mueller, Barbara - In: Advertising and communication : proceedings 4th …, (pp. 15-26). 2005

Persistent link: https://www.econbiz.de/10003353590

Communicating with the multicultural consumer : theoretical and practical perspectives

Mueller, Barbara - 2008

Persistent link: https://www.econbiz.de/10003440523

Dynamics of international advertising : theoretical and practical perspectives

Mueller, Barbara - 2004

Persistent link: https://www.econbiz.de/10004830386

Communicating with the multicultural consumer : theoretical and practical perspectives

Mueller, Barbara - 2008

Persistent link: https://www.econbiz.de/10004915043

Why has the share of training firms declined in Switzerland?

Schweri, Juerg; Mueller, Barbara - In: Zeitschrift für ArbeitsmarktForschung - Journal for … 40 (2007) 2/3, pp. 149-167

The Swiss mass apprenticeship system is market based. The share of training firms as a percentage of all firms is therefore an indicator which receives much public attention. The share of training firms declined markedly from 1985 to 2001, dropping from 24.7 to 17.6%. This has often been...

Persistent link: https://www.econbiz.de/10011650645

Wellness branding: insights into how American and Finnish consumers use wellness as a means of self-branding

Grénman, Miia; Hakala, Ulla; Mueller, Barbara - In: Journal of Product & Brand Management 28 (2019) 4, pp. 462-474

Purpose: The purpose of this paper is to examine wellness as a means of self-branding. The phenomenon is addressed through the introduction of a new concept – wellness branding – and by identifying those wellness practices that are currently most valued. Design/methodology/approach: A...

Persistent link: https://www.econbiz.de/10012076676

The influence of culture on responses to assertiveness in advertising messages

Terlutter, Ralf; Mueller, Barbara; Diehl, Sandra - In: Advertising and communication : proceedings 4th …, (pp. 183-192). 2005

Persistent link: https://www.econbiz.de/10003353799

Choosing among index vehicles : how does an institutional investor select an investment product?

Hill, Joanne; Mueller, Barbara - In: Active index investing : maximizing portfolio …, (pp. 503-534). 2004

Persistent link: https://www.econbiz.de/10003333654

Leistungsorientierung in internationalen Werbebotschaften : Ergebnisse einer Studie in Deutschland, Frankreich, Spanien, Thailand und den USA zur Wahrnehmung und Wirksamkeit von le...

Terlutter, Ralf; Diehl, Sandra; Mueller, Barbara - In: Erfolgsstrategien mittelständischer Unternehmen : …, (pp. 439-455). 2009

Persistent link: https://www.econbiz.de/10003833399

Evolution in the usage of localised appeals in Japanese and American print advertising

Okazaki, Shintaro; Mueller, Barbara - In: International journal of advertising : the quarterly … 27 (2008) 5, pp. 771-798

Persistent link: https://www.econbiz.de/10003792529