fdb – Forschungsdatenbank der Europa-Universität Viadrina Frankfurt (Oder)

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Zeitschriftenartikel
Martin Eisend: Meta-Analysis in Advertising Research
In: Journal of Advertising 36/1, 2017, S. 21-35
Zeitschriftenartikel
Martin Eisend, Jana Möller: The Influence of TV Viewing on Consumers’ Body Images and Related Consumption Behavior
In: Marketing Letters 18/1-2, 2007, S. 101-116
Zeitschriftenartikel
Martin Eisend: Understanding Two-Sided Persuasion: An Empirical Assessment of Theoretical Approaches
In: Psychology & Marketing 24/7, 2007, S. 615-640
Zeitschriftenartikel
Martin Eisend: Explaining the Impact of Scarcity Claims in Advertising: The Mediating Role of Perceptions of Susceptibility
In: Journal of Advertising 37/3, 2008, S. 33-40
Zeitschriftenartikel
Jochen Koch, Martin Eisend, Arne Petermann: Path Dependence in Decision-making Processes: Exploring the Impact of Complexity under Increasing Returns
In: Business Research 2/1, 2009, S. 67-84
Zeitschriftenartikel
Jana Möller, Martin Eisend: A Global Investigation Into the Cultural and Individual Antecedents of Banner Advertising Effectiveness
In: Journal of International Marketing 18/2, 2010, S. 80-98
Zeitschriftenartikel
Martin Eisend: Explaining the Joint Effect of Source Credibility and Negativity of Information in Two-Sided Messages
In: Psychology & Marketing 27/11, 2010, S. 1032-1049
Zeitschriftenartikel
Tim Oliver Brexendorf, Silke Mühlmeier, Torsten Tomczak, Martin Eisend: The Impact of Sales Encounters on Band Loyalty
In: Journal of Business Research 63/11, 2010, S. 1148-1155
Zeitschriftenartikel
Martin Eisend: Is VHB-JOURQUAL 2 a Good Measure of Scientific Quality? Assessing the Validity of the Major Business Journal Ranking in German-speaking Countries
In: Business Research 4/2, 2011, S. 241-274
Zeitschriftenartikel
Martin Eisend: How Humor in Advertising Works: A Meta-Analytic Test of Alternative Models
In: Marketing Letters 22/2, 2011, S. 115-132

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