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Verlag C.H.Beck, München 2020
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Volume 42 (2020), Edition 1
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2020
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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The effectiveness of showing animal images compared to displaying human models in advertisements and the effectiveness of using animals for further marketing instruments such as brand names, mascots, logos, product packaging designs, slogans, and...
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Across five samples (i.e., apartment, car, garment, bike and food sharing), this paper shows that there are several reasons why customers want to maintain a relationship with a sharing service provider. Our paper contributes to research on the...
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In this paper, we explore co-movements of the vehicle price sensitivity to fuel economy with changes in fuel prices. Previous literature has investigated the responsiveness of vehicle prices to fuel prices or fuel economy. We are interested in the...
Verlag C.H.Beck, München 2020
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