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Essays on customer engagement strategies and tactics in business and consumer markets

Berkmann, Manuel - 2020

Persistent link: https://www.econbiz.de/10012298430

The effect of content on zapping in TV advertising

Becker, Maren; Scholdra, Thomas P.; Berkmann, Manuel; … - In: Journal of marketing 87 (2023) 2, pp. 275-297

Persistent link: https://www.econbiz.de/10014245090

The role of messenger in advertising content : Bayesian persuasion perspective

Shin, Jiwoong; Wang, Chi-Ying - In: Marketing science 43 (2024) 4, pp. 840-862

Persistent link: https://www.econbiz.de/10014636345

Informational and noninformational advertising content

Tsai, Yi-Lin; Honka, Elisabeth - In: Marketing science : the marketing journal of the … 40 (2021) 6, pp. 1030-1058

Persistent link: https://www.econbiz.de/10012796138

Personalization in email marketing : the role of non-informative advertising content

Sahni, Naveep S.; Wheeler, S. Christian; Chintagunta, … - 2016

consumers pay to the other content in the rest of the advertising message. Our paper quantifies the benefits from … personalization, and contributes to understanding the role of non-informative advertising content. It contributes to the psychology … that are designing their advertising campaigns …

Persistent link: https://www.econbiz.de/10011864662

Personalization in email marketing : the role of noninformative advertising content

Sahni, Navdeep S.; Wheeler, S. Christian; Chintagunta, … - In: Marketing science : the marketing journal of the … 37 (2018) 2, pp. 236-258

Persistent link: https://www.econbiz.de/10011864756

How brand innovativeness creates advertising flexibility

Barone, Michael J.; Jewell, Robert D. - In: Journal of the Academy of Marketing Science 42 (2014) 3, pp. 309-321

Persistent link: https://www.econbiz.de/10010363995

Social media advertising : how online motivations and congruency influence perceptions of trust

Carlson, Jeffrey R.; Hanson, Sara; Pancras, Joseph; … - In: Journal of consumer behaviour 21 (2022) 2, pp. 197-213

Persistent link: https://www.econbiz.de/10013177504

Advertising effectiveness : the role of content

Becker, Maren - 2017

Persistent link: https://www.econbiz.de/10011716791

Does advertising content matter? : impacts of healthy eating and anti-obesity advertising on willingness to pay by consumer Body Mass Index

Wang, Ruitong; Liaukonyte, Jura; Kaiser, Harry M. - In: Agricultural and resource economics review : ARER 47 (2018) 1, pp. 1-31

Persistent link: https://www.econbiz.de/10012062620

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