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Cited by

• 2012Social Media in an Alternative Marketing Communication Model292 cited
• 2008Marketing to postmodern consumers: introducing the internet chameleon221 cited
• 2009The consumer‐perceived value of non‐traditional media: effects of brand reputation, appropriateness and expense86 cited
• 2001The emergence of entrepreneurial marketing: Nature and meaning71 cited
• 2013Temporary retail in fashion system: an explorative study66 cited
• 2015Guerrilla marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of credibility51 cited
• 2013Your ad here: the cool sell of guerrilla marketing45 cited
• 2012The emergence of marketing in Millennial new ventures40 cited
• 2017Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior34 cited
• 2003From global to glocal : how Gillette's Sensor Excel accommodates to Japan27 cited
• 2010A discursive approach to entrepreneurial marketing: Integrating academic and practice theory25 cited
• 2014The secret lives of unconventional campaigns: Street marketing on the fringe20 cited
• 2009Durchbrechen des Gewohnten durch Below-the-line-Kommunikation19 cited
• 2015Guidelines for e-Startup Promotion Strategy