Gunnar Mau
Gunnar Mau
DHGS Deutsche Hochschule für Gesundheit und Sport
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Communicating brands playfully: Effects of in-game advertising for familiar and unfamiliar brands
G Mau, G Silberer, C Constien
International Journal of Advertising 27 (5), 827-851, 2008
Who is the loser when I lose the game? Does losing an advergame have a negative impact on the perception of the brand?
C Steffen, G Mau, H Schramm-Klein
Journal of Advertising 42 (2-3), 183-195, 2013
Motive und Wirkungen im viralen Marketing
S Schulz, G Mau, S Löffler
Web 2.0: Neue Perspektiven für Marketing und Medien, 217, 2010
Brand communication success in online consumption communities: An experimental analysis of the effects of communication style and brand pictorial representation
S Steinmann, G Mau, H Schramm‐Klein
Psychology & Marketing 32 (3), 356-371, 2015
Die Bedeutung der Emotionen beim Besuch von Online-Shops
G Mau
Gabler Verlag, 2009
Consumer Socialization, Buying Decisions, and Consumer Behaviour in Children: Introduction to the Special Issue
G Mau, H Schramm-Klein, L Reisch
Journal of Consumer Policy, 1-6, 2014
How children make purchase decisions: behaviour of the cued processors
G Mau, M Schuhen, S Steinmann, H Schramm-Klein
Young Consumers 17 (2), 111-126, 2016
Marketinggeschichte: die Genese einer modernen Sozialtechnik
H Berghoff
Campus Verlag, 2007
Noradrenergic blockade and memory in patients with major depression and healthy participants
A Kuffel, S Eikelmann, K Terfehr, G Mau, LK Kuehl, C Otte, B Löwe, ...
Psychoneuroendocrinology 40, 86-90, 2014
Determinanten des Weiterempfehlens im viralen Marketing
G Mau, S Schulz, G Silberer
transfer–Werbeforschung und Praxis 2 (2008), 18-30, 2008
Attitudinal Effects of Event-Marketing and Event-Sponsorship: A Comparison
G Mau, K Weihe, G Silberer
Avlonitis, GJ; Papavassiliou, N.; Papastathopoulou, P.(Hg.), Proceedings of …, 2006
Acceptance of vitamin D-fortified products in Germany–a representative consumer survey
A Sandmann, J Brown, G Mau, M Saur, M Amling, F Barvencik
Food quality and preference 43, 53-62, 2015
How do marketing-events work? Marketing-events and brand attitudes
K Weihe, G Mau, G Silberer
International Advertising and Communication. Current Insights and Empirical …, 2006
Kognitive und emotionale Regulation von Kaufhandlungen: Theoretische Impulse für eine prozessorientierte Betrachtung des Konsumentenverhaltens
OB Büttner, G Mau
Fundierung des Marketing, 341-361, 2004
A privacy-respecting indoor localization approach for identifying shopper paths by using end-users mobile devices
M Bourimi, G Mau, S Steinmann, D Klein, S Templin, D Kesdogan, ...
2011 Eighth International Conference on Information Technology: New …, 2011
Kundenkontakte im stationären Handel–Ergebnisse einer empirischen Studie
G Silberer, G Mau
Handelsforschung, 337-350, 2005
Zur Messung des Einkaufserlebens in realen und virtuellen Geschäften
G Mau
Handelsforschung 2005, 477-496, 2004
Customer Contact Sequences as a Basis for Customer Segmentation
G Silberer, S Steinmann, G Mau
Proceedings of the AMS/ACRA Retailing Conference, 237-243, 2006
The impact of health warnings on children’s consumption decisions
G Mau, C Steffen, H Schramm-Klein, S Steinmann
Advances in Advertising Research (Vol. III), 93-103, 2012
Game outcome and in-game advertising effects
G Mau, G Silberer, J Gödecke
Advances in Advertising Research (Vol. 1), 159-170, 2010
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