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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 2
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Volume 34 (2012), Issue 2
Vahlen, München 2012
Cover of Volume: Marketing ZFP Volume 34 (2012), Issue 2
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Volume 34 (2012), Issue 2
Self-referencing is the cognitive process through which certain pieces of information encourage individuals to generate self-related thoughts that direct their attention to themselves. In advertisements, peripheral ad cues and instructions to...
Vahlen, München 2012
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Cover of Volume: Marketing ZFP Volume 34 (2012), Issue 2
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Volume 34 (2012), Issue 2
The measurement of customer preferences is a typical aspect of market research. Results can be used to segment markets or define prices. The increasing competitive pressure in many markets has led to preference measurement enjoying much attention in...
Vahlen, München 2012
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Cover of Volume: Marketing ZFP Volume 34 (2012), Issue 2
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Volume 34 (2012), Issue 2
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 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
Article
No access

Volume 33 (2011), Issue 2
Vahlen, München 2011
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Cover of Volume: Marketing ZFP Volume 33 (2011), Issue 2
Article
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Volume 33 (2011), Issue 2
Vahlen, München 2011
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