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Verlag C.H.Beck, München 2015
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Volume 37 (2015), Edition 1
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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Verlag C.H.Beck, München 2015
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This manuscript analyses an unexplored factor influencing the potential success of a brand alliance: the brand gender of the two constituent brands within the alliance. We argue that two brands in an alliance that are more similar in terms of gender...
Verlag C.H.Beck, München 2015
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Some brands belong to product categories that are naturally linked to sexiness (e.g., perfume and sexy underwear). Including erotic cues in advertising can transfer meanings to the products and stress the products’ erotic benefits. For instance,...
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Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be...
Verlag C.H.Beck, München 2015
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