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Verlag C.H.Beck, München 2023
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Volume 45 (2023), Edition 3
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2023
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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There is a public debate about whether marketers should be required to provide information about photoshopping when they use idealized images of female ad models. Proponents of such information expect that this measure will counteract diminished...
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Page 38 - 52
Meat is increasingly being marketed based on credence characteristics, such as healthiness and production methods, which cannot be experienced before purchase and therefore need to be communicated. Consumer confidence in the integrity of the supply...
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Page 53 - 74
Recently, the well-established marketing concepts of personalization and customization have also been applied to cause-related marketing (CRM) to empower consumers and overcome issues of such campaigns with a specific, pre-determined cause. This...
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Rhetoric transforms a simple proposal into a more elaborate structure. There is a controversy about the impact of rhetorical figures’ complexity and about the effect of mental imagery on persuasion. There is no previous research on the impact of...
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