Publikationen Glaser
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2023
Glaser M, Reisinger H, Florack A. You Are My Friend, But We Are from Different Worlds: Actor-Type Effects on Audience Engagement in Narrative Video Advertisements. Journal of Advertising. 2023 Nov 27. Epub 2023 Nov 27. doi: 10.1080/00913367.2023.2275773
2022
Glaser M, Reisinger H. Don't Lose Your Product in Story Translation: How Product-Story Link in Narrative Advertisements Increases Persuasion. Journal of Advertising. 2022;51(2):188-205. Epub 2021 Okt 19. doi: 10.1080/00913367.2021.1973623
2021
Glaser M, Malyar A, Karrenberg L, Jirasek M, Windsperger J. Nurture the Business Relationship before Resting on the Laurels of Trust: Exchange, Relationship Quality, Franchisee Satisfaction and the Moderating Role of Trust. 2021. (Proceedings Annual Conference of the International Society of Franchising).
2020
Glaser M, Reisinger H. Branding the Story: Avoiding Ad-Product Detachment in Narrative Ads. in Proceedings for the 49th EMAC Conference . Budapest. 2020
Glaser M, Jirasek M, Windsperger J. Ownership Structure of Franchise Chains: Trade-Off Between Adaptation and Control. International Journal of the Economics of Business. 2020;27(3):357-375. doi: 10.1080/13571516.2020.1718460
2019
Glaser M, Reisinger H. This is Personal Now: Comparing the Use of Celebrities and Unknown Actors in Narrative Advertisements. in Proceedings of the French-Austrian-German Workshop on consumer Behavior. 2019
Jirásek M, Glaser M, Windsperger J. Ownership Structure of Franchise Chains: Trade-off between Adaptation and Control. 2019. Beitrag in 33rd Annual ISoF Conference, Vienna, Österreich.
Glaser M. Enhancing Persuasive Potential of Narrative Advertisements by Reducing Reactance. 2019. Beitrag in 32nd EMAC Doctoral Colloquium, Hamburg, Deutschland.
Glaser M, Reisinger H. Narrative Advertising and Implicit Persuasion: The Loss of Persuasive Potential. in Proceedings for the 48th EMAC Conference 2019, Hamburg. 2019
2018
Glaser M. Kaiserresidenz Schloss Schönbrunn - Weltkulturerbe und Touristenmagnet. in Wagner U, Reisinger H, Akbari K, Hrsg., Fallstudien aus der österreichischen Marketingpraxis 8. 1 Aufl. Band 8. Wien. 2018. S. 45-56
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