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Page 169 - 170
Verlag C.H.Beck, München 2015
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Volume 37 (2015), Edition 4
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2015
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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Page 171 - 172
Verlag C.H.Beck, München 2015
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Page 173 - 187
Verlag C.H.Beck, München 2015
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Page 188 - 200
Based on two online studies (n = 5,522 Study 1; n = 287 Study 2), we demonstrate that advergames have a significant effect on brand cognitions, brand attitude, loyalty and actual buying behaviour. Additionally, we demonstrate that the consumer’s...
Verlag C.H.Beck, München 2015
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Page 201 - 210
Recently, social networking platforms have become increasingly important for complaint management. Many companies publish their desired standards in complaint management on their profiles on a social networking platform and thus shape the...
Verlag C.H.Beck, München 2015
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