Zobrazeno 1 - 6
of 6
pro vyhledávání: '"Christian Schimmelpfennig"'
Publikováno v:
Psychology & Marketing. 37:488-505
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::2fd5845a736d91c352211684cc46b7ce
https://doi.org/10.1002/mar.21315
https://doi.org/10.1002/mar.21315
Autor:
Christian Schimmelpfennig
Publikováno v:
Journal of Global Marketing. 32:139-153
Most of the literature assumes that endorsements, particularly by celebrities, are a frequently used advertising strategy. However, no study has yet investigated the use of the different endorser t...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d486dbbdab750e9cf6a52974376ba68f
https://doi.org/10.1080/08911762.2018.1470273
https://doi.org/10.1080/08911762.2018.1470273
Autor:
Christian Schimmelpfennig
Publikováno v:
Journal of International Consumer Marketing. 30:220-234
Much of the academic literature suggests that 25%–30% of all advertising in western countries uses celebrities. The celebrity endorser is considered a famous personality who is recognized by name a...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::26ea44fb29bfe4df5bc279bf075828ab
https://doi.org/10.1080/08961530.2018.1446679
https://doi.org/10.1080/08961530.2018.1446679
Publikováno v:
Marketing Review St. Gallen. 30:60-71
Vor dem Produkt-Launch gilt es, zunachst interne Projektverantwortliche im Unternehmen zu begeistern. Bei internationalen Rollouts stellt dies eine besondere Herausforderung dar, da ein als motivierend empfundener Fuhrungsstil stark von der kulturell
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::94566c4be10309daaa90ddaf6894ce66
https://doi.org/10.1365/s11621-013-0278-y
https://doi.org/10.1365/s11621-013-0278-y
Publikováno v:
Hollensen, S & Schimmelpfennig, C 2013, ' Selection of Celebrity Endorsers : A case approach to developing an Endorser Selection Process Model ', Marketing Intelligence & Planning, vol. 31, no. 1, pp. 88-102 . https://doi.org/10.1108/02634501311292948
PurposeThis paper aims at shedding some light on the various avenues marketers can undertake until finally an endorsement contract is signed. The focus of the study lies on verifying the generally held assumption that endorser selection is usually ta
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::70f94bbc0fa7d04b2000282e6833b109
https://portal.findresearcher.sdu.dk/da/publications/eba5ffed-086e-4b43-ab56-757b7566f519
https://portal.findresearcher.sdu.dk/da/publications/eba5ffed-086e-4b43-ab56-757b7566f519
Publikováno v:
University of Southern Denmark
Hollensen, S & Schimmelpfennig, C 2013, ' Testimonialwerbung – Wie Marken und Botschafter zusammenfinden-Teil 1 ', Absatzwirtschaft . < http://www.absatzwirtschaft.de/content/marketingstrategie/news/bedeutung-von-testimonials-in-der-heutigen-werbelandschaft;81068 >
Hollensen, S & Schimmelpfennig, C 2013, ' Testimonialwerbung – Wie Marken und Botschafter zusammenfinden-Teil 1 ', Absatzwirtschaft . < http://www.absatzwirtschaft.de/content/marketingstrategie/news/bedeutung-von-testimonials-in-der-heutigen-werbelandschaft;81068 >
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::84cdf35f8d47a02c61dbb56ee571f43e
https://portal.findresearcher.sdu.dk/en/publications/91cc3e35-2929-4dc4-aa04-4107e007b8ea
https://portal.findresearcher.sdu.dk/en/publications/91cc3e35-2929-4dc4-aa04-4107e007b8ea