Martin Eisend

• Artículos de revistas (17)
• Colaboraciones en obras colectivas (5)

• Artículos de revistas

  • Caffeine’s Effects on Consumer Spending

    Dipayan Biswas, Patrick Hartmann, Martin Eisend, Courtney Szocs, Bruna Jochims

    Journal of marketing: A quarterly publication of the american marketing association, ISSN 0022-2429, Vol. 87, Nº 2, 2023, págs. 149-167

    

  • A Meta-Analysis of When and How Advertising Creativity Works

    Sara Rosengren, Martin Eisend, Scott Koslow, Micael Dahlén

    Journal of marketing: A quarterly publication of the american marketing association, ISSN 0022-2429, Vol. 84, Nº 6, 2020, págs. 39-56

    

  • Morality Effects and Consumer Responses to Counterfeit and Pirated Products: A Meta-analysis

    Martin Eisend

    Journal of business ethics, ISSN 0167-4544, Vol. 154, Nº. 2, 2019, págs. 301-323

    

  • Effects of ethnic advertising on consumers of minority and majority groups:: the moderating effect of humor

    Anna Rößner, Maren Kämmerer, Martin Eisend

    International Journal of Advertising, ISSN 0265-0487, Vol. 36, Nº. 1, 2017, págs. 190-205

    • Resumen
    

  • Time heals many wounds – explaining the immediate and delayed effects of message sidedness

    Franziska Küster, Martin Eisend

    International Journal of Advertising, ISSN 0265-0487, Vol. 35, Nº. 4, 2016, págs. 664-681

    • Resumen
    

  • A meta-analysis of price change fairness perceptions

    Farid Tarrahi, Martin Eisend, Florian Dost

    International journal of research in marketing, ISSN 0167-8116, Vol. 33, Nº 1, 2016, págs. 199-203

    • Resumen
    

  • Comment: Advertising, Communication, and Brands.

    Martin Eisend

    Journal of advertising, ISSN 0091-3367, Vol. 45, Nº 3, 2016, págs. 353-355

    • Resumen
    

  • Reinquiries in advertising research

    Martin Eisend, George R. Franke, James H. Leigh

    Journal of advertising, ISSN 0091-3367, Vol. 45, Nº 1, 2016, págs. 1-3

    

  • Customer Responses to Switching Costs: A Meta-Analytic Investigation of the Moderating Influence of Culture

    Doreén Pick, Martin Eisend

    Journal of International Marketing, ISSN-e 1547-7215, Vol. 24, Nº. 4, 2016, págs. 39-60

    

  • The relative advantage of marketing over technological capabilities in influencing new product performance: : The moderating role of country institutions

    Martin Eisend, Heiner Evanschitzky, Roger J. Calantone

    Journal of International Marketing, ISSN-e 1547-7215, Vol. 24, Nº. 1, 2016, págs. 41-56

    • Resumen
    

  • The influence of organizational and national culture on new product performance

    Martin Eisend, Heiner Evanschitzky, David I. Gilliland

    Journal of Product Innovation Management, ISSN-e 1540-5885, Vol. 33, Nº. 3, 2016, págs. 260-276

    • Resumen
    

  • Persuasion knowledge and third-person perceptions in advertising: the moderating effect of regulatory competence

    Martin Eisend

    International Journal of Advertising, ISSN 0265-0487, Vol. 34, Nº. 1, 2015, págs. 54-69

    • Resumen
    

  • Advertising repetition: : A meta-analysis on effective frequency in advertising

    Susanne Schmidt, Martin Eisend

    Journal of advertising, ISSN 0091-3367, Vol. 44, Nº 4, 2015, págs. 415-428

    • Resumen
    

  • Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research

    Martin Eisend

    Journal of marketing: A quarterly publication of the american marketing association, ISSN 0022-2429, Vol. 79, Nº 3, 2015, págs. 23-40

    

  • Meta-analysis selection bias in marketing research

    Martin Eisend, Farid Tarrahi

    International journal of research in marketing, ISSN 0167-8116, Vol. 31, Nº 3, 2014, págs. 317-326

    • Resumen
    

  • Gender roles and humor in advertising: : The occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness.

    Martin Eisend, Julia Plagemann, Julia Sollwedel

    Journal of advertising, ISSN 0091-3367, Vol. 43, Nº 3, 2014, págs. 256-273

    • Resumen
    

  • Gender roles and humor in advertising: : The occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness

    Martin Eisend, Julia Plagemann, Julia Sollwedel

    Journal of advertising, ISSN 0091-3367, Vol. 43, Nº 3, 2013, págs. 256-273

    • Resumen
    

• Colaboraciones en obras colectivas

  • The Effectiveness of Publicity versus Advertising

    Martin Eisend, Franziska Küster

    Advances in Advertising Research, Vol. 2, 2012 (Breaking New Ground in Theory and Practice / Shintaro Okazaki (ed. lit.)), ISBN 978-3-8349-3134-4, págs. 279-293

    

  • Effects of Celebrity Endorsers' Attractiveness and Expertise on Brand Recall of Transformational and Informational Products

    Tobias Langner, Martin Eisend

    Advances in Advertising Research, Vol. 2, 2012 (Breaking New Ground in Theory and Practice / Shintaro Okazaki (ed. lit.)), ISBN 978-3-8349-3134-4, págs. 453-462

    

  • Transnational trust in advertising media

    Martin Eisend, Silke Knoll

    Handbook of Research on International Advertising / Shintaro Okazaki (ed. lit.), 2012, ISBN 978-1-84844-858-2, págs. 439-454

    

  • Gender Stereotyping in Advertising on Public and Private TV Channels in Germany

    Josefine Steinhagen, Martin Eisend, Silke Knoll

    Advances in Advertising Research, Vol. 1, 2010 (Cutting Edge International Research / Shintaro Okazaki (ed. lit.), Ralf Terlutter (ed. lit.)), ISBN 978-3-8349-2111-6, págs. 285-295

    

  • The Impact of Celebrity Attractiveness and Competence Fit: Immediate and Delayed Effects

    Martin Eisend, Tobias Langner

    Advertising research: Message, medium and context / Patrick Pelsmacker (ed. lit.), Nathalie Dens (ed. lit.), 2009, ISBN 978-90-441-2387-6, págs. 33-40

    

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