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Controlling der Marketingkommunikation
16 references·0 citing·37 second hop
Controlling der Marketingkommunikation (2009)Controlling der MarketingkommunikationAffective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework (2022)Affective and Cognitive Antec…Einführung in das Controlling (2020)Einführung in das ControllingKonsumentenverhalten (2019)KonsumentenverhaltenMarketing Performance Measurement Ability and Firm Performance (2007)Marketing Performance Measure…Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding (2006)Brands Matter: An Empirical D…Measuring Marketing Productivity: Current Knowledge and Future Directions (2004)Measuring Marketing Productiv…Value-based marketing (2000)Value-based marketingAn Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context (1989)An Empirical Examination of t…An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context (1989)An Empirical Examination of t…Marktforschung : Methodische Grundlagen und praktische Anwendung (1986)Marktforschung : Methodische …Attitude Toward the Ad As a Mediator of Advertising Effectiveness: Determinants and Consequences (1983)Attitude Toward the Ad As a M…Advances in Consumer Research (1983)Advances in Consumer ResearchFeature Article—Aggregate Advertising Models: The State of the Art (1979)Feature Article—Aggregate Adv…Optimal Advertising Policy Under Dynamic Conditions (1976)Optimal Advertising Policy Un…Optimal Advertising Policy under Dynamic Conditions (1962)Optimal Advertising Policy un…An Operations-Research Study of Sales Response to Advertising (1957)An Operations-Research Study …Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration (2003)A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy (2004)The Debate over Doing Good: Corporate Social Performance, Strategic Marketing Levers, and Firm-Idiosyncratic Risk (2009)Statistical principles in experimental design. (1962)Significance tests and goodness of fit in the analysis of covariance structures. (1980)Advertising Value and Advertising on the Web (1996)The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands (2000)Customer perceived value, satisfaction, and loyalty: The role of switching costs (2004)Managing brand equity : capitalizing on the value of a brand name. (1991)Common risk factors in the returns on stocks and bonds (1993)Market-Based Assets and Shareholder Value: A Framework for Analysis (1998)Innovation's Effect on Firm Value and Risk: Insights from Consumer Packaged Goods (2008)The role of institutional and reputational factors in the voluntary adoption of corporate social responsibility reporting standards (2010)Facebook and the creation of the metaverse: radical business model innovation or incremental transformation? (2022)Consumer Evaluations of Brand Extensions (1990)Understanding Customer Experience Throughout the Customer Journey (2016)Advances in Consumer Research (2025)Asset Stock Accumulation and Sustainability of Competitive Advantage (1989)An Evaluation Cost Model of Consideration Sets (1990)1. On the Concept of Health Capital and the Demand for Health (2017)Planning Media Schedules in the Presence of Dynamic Advertising Quality (1998)Building Models for Marketing Decisions (2000)The Persuasion Knowledge Model: How People Cope with Persuasion Attempts (1994)INTERNET USES AND GRATIFICATIONS: A Structural Equation Model of Interactive Advertising (2005)Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity (2016)Gender differences in German consumer decision‐making styles (2004)Der Zusammenhang zwischen Kundenzufriedenheit und Kundenbindung (2005)Consumers’ Willingness to Pay for Sustainable Seafood Made in Europe (2017)Innovation Diffusion and New Product Growth Models in Marketing (1979)Understanding the Impact of Synergy in Multimedia Communications (2003)Chapter 28 The Economic Analysis of Advertising (2007)Customer Contributions to Quality: A Different View of the Customer-Oriented Firm (1996)Destination Image, Self-Congruity, and Travel Behavior: Toward an Integrative Model (2000)What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness (2002)
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References

  • 1983Advances in Consumer Research2,879 cited
  • 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context2,191 cited
  • 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context1,310 cited
  • 2004Measuring Marketing Productivity: Current Knowledge and Future Directions1,114 cited
  • 1962Optimal Advertising Policy under Dynamic Conditions1,032 cited
  • 1976Optimal Advertising Policy Under Dynamic Conditions907 cited
  • 2019Konsumentenverhalten782 cited
  • 2022Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework644 cited
  • 1957An Operations-Research Study of Sales Response to Advertising597 cited
  • 2006Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Branding520 cited
  • 1983Attitude Toward the Ad As a Mediator of Advertising Effectiveness: Determinants and Consequences482 cited
  • 2007Marketing Performance Measurement Ability and Firm Performance471 cited
  • 1979Feature Article—Aggregate Advertising Models: The State of the Art366 cited
  • 2000Value-based marketing364 cited
  • 1986Marktforschung : Methodische Grundlagen und praktische Anwendung

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349 cited
  • 2020Einführung in das Controlling335 cited
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