Zobrazeno 1 - 10
of 153
pro vyhledávání: '"Heribert Gierl"'
Publikováno v:
Marketing ZFP. 44:60-78
Owing to their premium prices, luxury brands carry considerable financial risk for consumers. Drawing from evolutionary research, we theorize that exposure to eroticism in luxury advertising enhances consumers’ willingness to take financial risks a
Autor:
Marie Spies, Heribert Gierl
Publikováno v:
Marketing ZFP. 44:22-54
In recent decades, a way to influence consumer decisions without providing arguments has gained attention: the use of emotional narratives in advertisements. Such narratives can be described by numerous abstract (e.g., realness of the plot) and concr
Publikováno v:
Journal of Business Research. 102:288-297
This research shows that effects of Alden, Steenkamp, and Batra's (1999) consumer-culture positioning strategies (i.e., global, local, or foreign consumer-culture positioning) on consumer attitudes toward brands are contingent on the image of the for
Autor:
Heribert Gierl
Publikováno v:
Marketing ZFP. 41:3-32
Advertisements frequently contain images of persons (models) in a decorative role. Advertisers have to decide what characteristics these models should have (gender, age, pose, clothing, facial expression, etc.). Among these characteristics, the model
Autor:
Heribert Gierl, Verena Hüttl
Publikováno v:
Advances in Advertising Research (Vol. V) ISBN: 9783658081317
The extension of successful brands into new product categories is a widely used strategy that offers potential growth for companies. However, negative feedback effects on brand evaluations have been described in literature as a negative aspect of thi
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::7d8a8eed699a31ea4042321c39db93bd
https://opus.bibliothek.uni-augsburg.de/opus4/frontdoor/index/index/docId/84465
https://opus.bibliothek.uni-augsburg.de/opus4/frontdoor/index/index/docId/84465
Autor:
Martina Maurer, Heribert Gierl
Publikováno v:
Advances in Advertising Research (Vol. V) ISBN: 9783658081317
Print advertisements frequently describe product features and benefits a consumer can experience when using the promoted product. There are numerous possibilities to present these pieces of information in a text. Often, a bullet-point-type presentati
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::56042055e8339fd14d7c40982a33ed13
https://opus.bibliothek.uni-augsburg.de/opus4/frontdoor/index/index/docId/84467
https://opus.bibliothek.uni-augsburg.de/opus4/frontdoor/index/index/docId/84467
Publikováno v:
Journal of Business Ethics
Journal of Business Ethics, Springer Verlag, 2021, ⟨10.1007/s10551-020-04483-8⟩
Journal of Business Ethics, Springer Verlag, 2021, ⟨10.1007/s10551-020-04483-8⟩
International audience; Drawing from cognitive learning theories we hypothesize that exposure to nationalistic appeals that suggest consumers shouldshun foreign brands for moral reasons increases the general belief in consumers that buying foreign br
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::b066ef6742bbfc44053d05d3414f227e
https://hal.archives-ouvertes.fr/hal-03408007
https://hal.archives-ouvertes.fr/hal-03408007
Autor:
Heribert Gierl, Antonia Kraus
Publikováno v:
European Advertising Academy ISBN: 9783658248772
During the European Football Championship 2016 in France, Carlsberg promoted its beer only by using the word “probably” with the means of perimeter advertising that looked like the logo of the brand. Neither the brand name nor the product was dep
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::f76c15edaef9c8032c5b25229fc3a993
https://opus.bibliothek.uni-augsburg.de/opus4/frontdoor/index/index/docId/83698
https://opus.bibliothek.uni-augsburg.de/opus4/frontdoor/index/index/docId/83698
Autor:
Heribert Gierl
The question of whether people prefer symmetry to asymmetry has been explored for many decades. Many design guides recommend the use of symmetry, and many scientific publications report that people like symmetrical visual images more than asymmetrica
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a52dd0039cfb52adcc931e8d3b577a96
https://opus.bibliothek.uni-augsburg.de/opus4/frontdoor/index/index/docId/97844
https://opus.bibliothek.uni-augsburg.de/opus4/frontdoor/index/index/docId/97844