H. Gierl

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The effects of positive and negative ad‐evoked associations on brand attitude

Sandra Praxmarer, H. Gierl, 2009 .

Difficulties with using correlations to determine the relative strength of effects of latent variables

Heribert Gierl, Silke Bambauer, H. Gierl, 2007 .

ficulties with Using Corr ficulties with Using Corr ficulties with Using Corr ficulties with Using Correlations to

H. Gierl, S. Bambauer, 2007 .

The effects of a value-oriented advertising strategy on brand attitude

Sandra Praxmarer, H. Gierl, 2007 .

Can advertising elements improve consumer evaluations of brand extensions with a moderate or low fit

Heribert Gierl, H. Gierl, Silke Bambauer-Sachse, 2011 .

Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information

Heribert Gierl, Verena Huettl, H. Gierl, 2012 .

Handle with care! How majority cues can reduce the negative effects of warnings of foreseeable product failures

H. Gierl, Doreén Pick, Verena Hüttl-Maack, 2019 .

Effects of ‘feeling right’ about website cultural congruency on regular and mobile websites

M. Richard, Boris Bartikowski, H. Gierl, 2020 .

Information Networks as a Safeguard from Opportunism in Industrial Supplier-Buyer Relationships

H. Gierl, S. Bambauer, 2002 .

The Influence of Majority Agreements on Attitudes

H. Gierl, Franziska Oefele, 2017 .

Does information about the underdog biography of company founders affect brand evaluations

H. Gierl, C. Stock, 2015 .

Should Marketers Use Price Partitioning Or Total Prices

H. Gierl, S. Bambauer, 2008 .

How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions

H. Gierl, V. Hüttl, 2015 .

Visual art in advertising: The effects of utilitarian vs. hedonic product positioning and price information

H. Gierl, Verena Huettl, 2012, Marketing Letters.

How does verbal non-diagnostic information affect product evaluation?

H. Gierl, Verena Huettl, 2010, Review of Managerial Science.

How Nationalistic Appeals Affect Foreign Luxury Brand Reputation: A Study of Ambivalent Effects

Boris Bartikowski, H. Gierl, F. Fastoso, 2020, Journal of Business Ethics.

Avoiding Pitfalls in Experimental Research in Marketing

Heribert Gierl, Anja Spilski, Andrea Gröppel-Klein, 2018 .

Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption

Heribert Gierl, Verena Huettl, H. Gierl, 2010 .

Luxury cars Made-in-China: Consequences for brand positioning

Boris Bartikowski, H. Gierl, F. Fastoso, 2019, Journal of business research.

Put It on the Right Side: The Effect of Print Advertisement Location on Product Evaluation

Heribert Gierl, Tanja Schneider, H. Gierl, 2017 .

Do Multi-Currency Price Tags Bias Price Perceptions?

H. Gierl, Stefan Thomas, 2016 .

Can't Get Enough of Myself: The Return of Narcissus in Autoerotic Female Poses in Advertisements

H. Gierl, Stefan Thomas, 2018 .

Handle with care! How majority cues can reduce the negative effects of warnings of foreseeable product failures

H. Gierl, Doreén Pick, Verena Hüttl-Maack, 2017, Review of Managerial Science.

Cognitively Uncontrolled Spillover Effects of Brand-Name Prizes in Advertisements

H. Gierl, Júlia Koncz, 2006 .

Can a positive mood counterbalance weak arguments in personal sales conversations

H. Gierl, Silke Bambauer-Sachse, 2009 .

Effects of mood and argument strength on product evaluation in a personal sales conversation

H. Gierl, S. Bambauer, 2006 .

Effects of Consumers' Mood in a Personal Sales Conversation

H. Gierl, S. Bambauer, 2006 .

Effects of Nostalgic Advertising Through Emotions and the Intensity of the Evoked Mental Images

H. Gierl, Silke Bambauer-Sachse, 2009 .

Scarcity effects on sales volume in retail

Heribert Gierl, H. Gierl, Michael Plantsch, 2008 .

A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation

Heribert Gierl, Verena Huettl, H. Gierl, 2011 .

Listen to My Story: A Comparison of the Narrative to the Factual Format of Information Presentation in Advertisements

Heribert Gierl, Martina Maurer, H. Gierl, 2015 .

How does verbal non-diagnostic information affect product evaluation?

Heribert Gierl, Verena Huettl, H. Gierl, 2012 .

How Does Self-Referencing Affect Product Evaluations? A Comparison of Three Models

Heribert Gierl, Sandra Bombe, H. Gierl, 2012 .

Effects of Price Partitioning on Product Evaluation

H. Gierl, Pd Dr. Silke Bambauer-Sachse, 2007 .

Too Hot or Not? Consumer Responses to Different Levels of Eroticism in Advertisements Depending on Consumer and Model Gender

H. Gierl, Stefan Thomas, 2015 .

Increasing Perceptions of Tastiness and the Intent to Purchase Unbranded Food Offered in Retail Stores by Using Consummatory Images

H. Gierl, M. Maurer, 2016 .

Effects of Slim and Heavy Advertising Models on Appearance, Self-Esteem and Product Evaluations

H. Gierl, V. Hüttl, 2012 .

Are Slim Models Doing Better? Advertising Effect of Model Body Size

Heribert Gierl, H. Gierl, 2019, Marketing ZFP.

Multiple mental categorizations of culture-laden website design

M. Richard, Boris Bartikowski, H. Gierl, 2022, Journal of Business Research.

Who would like to be treated fairly?: utilizing the entitativity and the singularity concept for creating effective advertisements to promote fair-trade products

H. Gierl, Tanja Steinhart, 2017 .

Using verbal qualifiers in international marketing research

Boris Bartikowski, H. Gierl, 2007 .

Do Consumers’ Assumptions on the Companies’ Motives and Differences in Moral Orientation of Men and Women Influence the Persuasiveness of CSR Activities?

H. Gierl, S. Pagel, 2010 .

High and Light, Dark and Heavy? Using Metaphoric Associations to Affect Perceptions of the Nutritional Content of Food Products

H. Gierl, Stefan Thomas, 2017 .

Increasing the Effectiveness of Benefit Arguments: A Regulatory Fit Perspective

H. Gierl, S. Pagel, 2012 .

Skepticism about advertising: A comparison of East and West German consumers

L. Feick, H. Gierl, 1996 .

Can Advertisers Benefit from the Name-Letter- and Birthday-Number Effect?

H. Gierl, B. Keller, 2017 .

Effectiveness of Animal Images in Advertising

H. Gierl, B. Keller, 2020, Marketing ZFP.

Why and under which Conditions are Price Lotteries Effective at Promoting Products

H. Gierl, 2014 .

Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit index

M. Richard, Boris Bartikowski, H. Gierl, 2023, Journal of Business Research.

When Self-Referencing Cues are Harmful: The Effects of “For You” Statements in Advertisements on Product Attitudes

H. Gierl, Sandra Bombe, 2013 .