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Die generelle Einstellung deutscher Rezipienten gegenüber Werbung : eine qualitative und quantitative Modellvalidierung

Hardt, Anna A. - 1999

Persistent link: https://www.econbiz.de/10001365800

Visuals misleading consumers? : testing the visual superiority effect in advertising

Kim, Kyongseok; Kim, Hyang Sook - In: Journal of consumer marketing 39 (2022) 1, pp. 78-92

Persistent link: https://www.econbiz.de/10013165314

The CSR spillover effect on consumer responses to advertised reference price promotion

Lin, Chih-Huang; Lii, Yuan-Shuh; Ding, May-Ching - In: Administrative Sciences : open access journal 12 (2022) 1, pp. 1-13

This paper highlights the moderating effect of retailer CSR perception and CSR contribution type on the relationship between advertised reference price (ARP) and consumer evaluations. A two-by-three between-subjects factorial design is employed with the manipulation of ARP and CSR contribution...

Persistent link: https://www.econbiz.de/10012817828

The effect of ad appeals and message framing on consumer responses to plant-based menu items

Ye, Tian; Mattila, Anna S. - In: International journal of hospitality management 95 (2021), pp. 1-9

Persistent link: https://www.econbiz.de/10012547725

Werbewirkungen durch emotionale Konditionierung : Theorie, Anwendung u. Messmethode

Ghazizadeh, Ulrich R. - 1987

Persistent link: https://www.econbiz.de/10012700228

Mixed emotional appeal enhances positive word-of-mouth : the moderating role of narrative person

Quach, Sara; Septianto, Felix; Thaichon, Park; Chiew, … - In: Journal of retailing and consumer services 62 (2021), pp. 1-13

Persistent link: https://www.econbiz.de/10012648877

Using food pictorial metaphor in the advertising of non-food brands : an exploratory investigation of consumer interpretation and affective response

Boujena, Othman; Ulrich, Isabelle; Piris, Yolande; … - In: Journal of retailing and consumer services 62 (2021), pp. 1-11

Persistent link: https://www.econbiz.de/10012648893

Schlüsselwerke der Werbeforschung

Meitz, Tino Georg Konrad (ed.); Borchers, Nils S. (ed.); … - 2022

Persistent link: https://www.econbiz.de/10012695685

Broadcasting and narrowcasting : the impact of affective and cognitive message framing on message persuasiveness

Foti, Lianne; Zhu, Xiajing; Yuan, Yige; Teng, Lefa - In: International journal of advertising : the review of … 39 (2020) 8, pp. 1183-1201

Persistent link: https://www.econbiz.de/10012395651

The effectiveness of advertising images in promoting experiential offerings : an emotional response approach

Septianto, Felix; Ye, Sheng; Northey, Gavin - In: Journal of business research : JBR 122 (2021), pp. 344-352

Persistent link: https://www.econbiz.de/10012420418