Universität zu Köln

Journal Article

Becker, Maren ORCID: 0000-0003-0805-6167, Scholdra, Thomas P., Berkmann, Manuel and Reinartz, Werner J. (2023). The Effect of Content on Zapping in TV Advertising. J. Mark., 87 (2). S. 275 - 298. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1547-7185

Becker, Maren, Wiegand, Nico ORCID: 0000-0002-7348-7716 and Reinartz, Werner J. (2019). Does It Pay to Be Real? Understanding Authenticity in TV Advertising. J. Mark., 83 (1). S. 24 - 51. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1547-7185

Bruce, Norris, I, Becker, Maren and Reinartz, Werner ORCID: 0000-0002-2440-3117 (2020). Communicating Brands in Television Advertising. J. Mark. Res., 57 (2). S. 236 - 257. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1547-7193

Thesis

Becker, Maren (2017). Advertising effectiveness: the role of content. PhD thesis, Universität zu Köln.