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Marketing ZFP

Marketing ZFP - Journal of Research and Management
Editors:
Daniel Baier, University of Bayreuth, Germany Yasemin Boztug, University of Goettingen, Germany Heribert Gierl, University of Augsburg, Germany Andrea Gröppel-Klein, Saarland University, Germany Lutz Hildebrand, Humboldt-University of Berlin, Germany Joerg Koenigstorfer, Technical University of Munich, Germany Martin Klarmann, Karlsruhe Institute of Technology (KIT), Germany Hans Mühlbacher, University of Monaco, Principality of Monaco Henrik Sattler, University of Hamburg, Germany Bernhard Swoboda, University of Trier, Germany Dirk Temme, University of Wuppertal, Germany Udo Wagner, Modul University Vienna, Austria
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Cover of Volume: Marketing ZFP Volume 34 (2012), Issue 1
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Volume 34 (2012), Issue 1
Vahlen, München 2012
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Cover of Volume: Marketing ZFP Volume 34 (2012), Issue 1
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Volume 34 (2012), Issue 1
Vahlen, München 2012
Cover of Volume: Marketing ZFP Volume 34 (2012), Issue 1
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Volume 34 (2012), Issue 1
Benefit arguments can be defined as appeals that marketers use to emphasise the advertised product’s benefits. These arguments differ in strength and type. The strength of arguments causes favourable or unfavourable product evaluations. The type...
Vahlen, München 2012
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Cover of Volume: Marketing ZFP Volume 34 (2012), Issue 1
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Volume 34 (2012), Issue 1
Online brand communication is facing different challenges than traditional brand communication as the evolution of the Internet fundamentally changes the principles of communication itself. To account for these changes, we analyze how the perception...
Vahlen, München 2012
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Cover of Volume: Marketing ZFP Volume 34 (2012), Issue 1
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Volume 34 (2012), Issue 1
Vahlen, München 2012
Cover of Volume: Marketing ZFP Volume 34 (2012), Issue 1
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Volume 34 (2012), Issue 1
Vahlen, München 2012
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 4
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Volume 33 (2011), Issue 4
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 4
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Volume 33 (2011), Issue 4
Vahlen, München 2011
Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 4
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Volume 33 (2011), Issue 4
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 4
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Volume 33 (2011), Issue 4
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 4
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Volume 33 (2011), Issue 4
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 4
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Volume 33 (2011), Issue 4
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 4
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Volume 33 (2011), Issue 4
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 4
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Volume 33 (2011), Issue 4
Vahlen, München 2011
Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 3
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Volume 33 (2011), Issue 3
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 3
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Volume 33 (2011), Issue 3
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 3
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Volume 33 (2011), Issue 3
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 3
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Volume 33 (2011), Issue 3
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 3
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Volume 33 (2011), Issue 3
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 3
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Volume 33 (2011), Issue 3
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 3
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Volume 33 (2011), Issue 3
Vahlen, München 2011
Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 3
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Volume 33 (2011), Issue 3
Vahlen, München 2011
Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 2
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Volume 33 (2011), Issue 2
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 2
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Volume 33 (2011), Issue 2
Vahlen, München 2011
Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 2
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Volume 33 (2011), Issue 2
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 2
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Volume 33 (2011), Issue 2
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 2
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Volume 33 (2011), Issue 2
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 2
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Volume 33 (2011), Issue 2
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 2
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Volume 33 (2011), Issue 2
Vahlen, München 2011
Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 2
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Volume 33 (2011), Issue 2
Vahlen, München 2011
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