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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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Volume 34 (2012), Issue 1
Vahlen, München 2012
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Volume 34 (2012), Issue 1
Vahlen, München 2012
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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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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...