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Journal Article
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.