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Verlag C.H.Beck, München 2013
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Volume 35 (2013), Edition 1
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2013
Summary
Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.For more information for authors and subscribers, see www.marketing-zfp.de.
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Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
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Marketers have adopted some subtle forms of marketing communication targeted at children, including product placement, sponsorship, event marketing and internet advertising. This study investigates how well children understand product placement, in...
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Presence on Facebook is becoming increasingly central in brand communication strategies. Whether and how this presence shapes consumer perceptions of and reactions to brands remains under-researched. This study aims at filling this gap through a...
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Page 40 - 49
Faced with major changes in life due to role transitions, consumers not only re-construct their identities, but also change consumption patterns and brand preferences. Especially in liminality, tensions between social compliance and individuality...
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Based on a semiotic analysis, this paper contibutes to a better understanding of how to use nostalgia in brand communication. The study is based on 3 series of interviews with the same sample. First, 20 subjects were asked to discuss the products...
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