References
- Aaker, D. A. (1996). Building strong brands. Free Press.
- Ashcraft, M. H. (2006). Cognition. Pearson Education Inc.
- Baumgarth, C. (2004). Markenführung im Mediensektor. In M. Bruhn (Ed.), Handbuch Markenführung. Kompendium zum erfolgreichen Markenmanagement: Strategien – Instrumente – Erfahrungen (pp. 2251–2272). Gabler.
- Bendixen, M., Bukasa, K. A., & Abratt, R. (2004). Brand equity in the business-to-business market. Industrial Marketing Management, 33(5), 371–380. https://doi.org/https://doi.org/10.1016/j.indmarman.2003.10.001
- Bengtsson, A., & Servais, P. (2005). Co-branding on industrial markets. Industrial Marketing Management, 34(7), 706–713. https://doi.org/https://doi.org/10.1016/j.indmarman.2005.06.004
- Brown, B., Bellenger, D., & Johnston, W. (2007). The implications of business-to-business and consumer market differences for B2B branding strategy. Journal of Business Market Management, 1(3), 209–229. https://doi.org/https://doi.org/10.1007/s12087-007-0011-x
- Brown, B., Zablah, A., Bellenger, D., & Donthu, N. (2012). What factors influence buying center brand sensitivity? Industrial Marketing Management, 41(3), 508–520. https://doi.org/https://doi.org/10.1016/j.indmarman.2011.06.008
- Bulearca, M., & Bulearca, S. (2009). Is Media Planning the Driver or the End-Product of Promotional Strategy. Global Business and Management Research: An International Journal, 2(2/3), 105–116.
- Cheong, Y., De Gregorio, F., & Kim, K. (2010). The Power of Reach and Frequency in the Age of Digital Advertising – Offline and online media demand different metrics. Journal of Advertising Research, 50(4), 403–415. https://doi.org/https://doi.org/10.2501/S0021849910091555
- Chan-Olmsted, S. M. (2006). Issues in strategic management. In A.B. Albarran, S.M. Chan-Olmsted & M.O. Wirth (Eds.), Handbook of media management and economics (pp. 161-180). Mahwah, NJ: Lawrence Erlbaum.
- Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial Marketing Management, 36(2), 230–240. https://doi.org/https://doi.org/10.1016/j.indmarman.2005.08.013
- Danaher, P. J., & Dagger, T. S. (2013). Comparing the Relative Effectiveness of advertising Channels: A Case Study of a Multimedia Blitz Campaign. Journal of Marketing Research, 50(4), 517–534. https://doi.org/https://doi.org/10.1509/jmr.12.0241
- De Pelsmacker, P., Geuens, M., & Van Den Bergh, J. (2010). Marketing communications: A European perspective. Financial Times Prentice Hall.
- Defrance, A. (1988). The enunciative contract and media planning. International Journal of Research in Marketing, 4, 311–330.
- Farquhar, P. (1989). Managing brand equity. Journal of Advertising Research, 30(4), 24–33.
- Försch, S., & De Haan, E. (2018). Targeting online display ads: Choosing their frequency and spacing. International Journal of Research in Marketing, 35(4), 661–672. https://doi.org/https://doi.org/10.1016/j.ijresmar.2018.09.002
- Green, P. E., & Rao, V. R. (1971). Conjoint Measurement for Quantifying Judgmental Data. Journal of Marketing Research, 8(3), 355–363. https://doi.org/https://doi.org/10.2307/3149575
- Green, P. E., & Srinivasan, V. (1978). Conjoint Analysis in Consumer Research: Issues and Outlook. Journal of Consumer Research, 5(2), 103–123. https://doi.org/https://doi.org/10.1086/208721
- Gustafsson, A., Herrmann, A., & Huber, F. (2007). Conjoint Measurement – Methods and Applications. Springer.
- Han, S.-L., & Sung, H.-S. (2008). Industrial brand value and relationship performance in business markets—A general structural equation model. Industrial Marketing Management, 37(7), 807–818. https://doi.org/https://doi.org/10.1016/j.indmarman.2008.03.003
- Hutton, J. G. (1997). A study of brand equity in an organizational-buying context. The Journal of Product and Brand Management, 6(6), 428–439. https://doi.org/https://doi.org/10.1108/10610429710190478
- Japutra, A., Ekinci, Y., & Simkin, L. (2014). Exploring brand attachment, its determinants and outcomes. Journal of Strategic Marketing, 22(7), 616–630. https://doi.org/https://doi.org/10.1080/0965254X.2014.914062
- Johnson, R.M., & Orme, B.K. (2007). A New Approach to Adaptive CBC. Sawtooth Software.
- Katz, H. E. (2010). The media handbook. A complete guide to advertising media selection, planning, research, and buying. Routledge.
- Kelley, L.D., Jugenheimer, D.W. & Sheehan, K.B. (2015). Advertising media planning: a brand management approach, New York: Routledge.
- Kilian, T., Hennigs, N., Langner, S., & Pitta, D. (2012). Do Millennials read books or blogs? Introducing a media usage typology of the internet generation. Journal of Consumer Marketing, 29(2), 114–124. https://doi.org/https://doi.org/10.1108/07363761211206366
- Knuth, I., Kouki, M., & Strube, M. (2013). Is it all about the price? Decision drivers affecting ad placement of media planners in magazines. Journal of Media Business Studies, 10(3), 65–85. https://doi.org/https://doi.org/10.1080/16522354.2013.11073568
- Kolo, C., & Vogt, P. (2004). Traditional media and their internet spin-offs: An explorative study on key levers for online success and the impact of offline reach. The International Journal on Media Management, 6(1–2), 23–25. https://doi.org/https://doi.org/10.1080/14241277.2004.9669379
- Kotler, P., Pfoertsch, W., & Beverland, M. (2007). Being known or being one of many: The need for brand management for business-to-business (B2B) companies. Journal of Business & Industrial Marketing, 22(6), 357–362. https://doi.org/https://doi.org/10.1108/08858620710780118
- Leek, S., & Christodoulides, G. (2011). A literature review and future agenda for B2B branding:
- Lynch, J., & De Chernatony, L. (2004). The power of emotion: Brand communication in business-to-business markets. Journal of Brand Management, 11(5), 403–419. https://doi.org/https://doi.org/10.1057/palgrave.bm.2540185
- Lynch, J., & De Chernatony, L. (2007). Winning Hearts and Minds: Business-to-Business Branding and the Role of the Salesperson. Journal of Marketing Management, 23(1–2), 123–135. https://doi.org/https://doi.org/10.1362/026725707X178594
- McCullough, D. (2002). A User’s Guide to Conjoint Analysis. Marketing Research, 14(2), 18–23.
- McDowell Mudambi, S., Doyle, P., & Wong, V. (1997). An exploration of branding in industrial markets. Industrial Marketing Management, 26(5), 433–446. https://doi.org/https://doi.org/10.1016/S0019-8501(96)00151-4
- McDowell, W. S. (2004). Selling the Niche: A Qualitative Content Analysis of Cable Network Business-to-Business Advertising. International Journal on Media Management, 6(3–4), 217–225. https://doi.org/https://doi.org/10.1080/14241277.2004.9669404
- McDowell, W. S. (2006). Issues in marketing and branding. In A. B. Albarran, S. M. Chan-Olmsted, & M. O. Wirth (Eds.), Handbook of media management and economics (pp. 229–250). Lawrence Erlbaum.
- McQuiston, D. H. (1989). Novelty, complexity, and importance as causal determinants of industrial buyer behavior. Journal of Marketing, 53(2), 66–79. https://doi.org/https://doi.org/10.1177/002224298905300205
- Michell, P., King, J., & Reast, J. (2001). Brand values related to industrial products. Industrial Marketing Management, 30(5), 415–425. https://doi.org/https://doi.org/10.1016/S0019-8501(99)00097-8
- Moebus, P., & Heffler, D. (2018). Werbemarkt 2017 (Teil 1): Stabiles Wachstum. Media Perspektiven, 3, 128–140.
- Mudambi, S. (2002). Branding importance in business-to-business markets: Three buyer clusters. Industrial Marketing Management, 31(6), 525–533. https://doi.org/https://doi.org/10.1016/S0019-8501(02)00184-0
- Nielsen 2018. Nielsen bereinigter Werbetrend, Datenstand Januar 2018,“ https://www.nielsen.com/de/de/insights/news/2018/wp-02-werbejahr2017.html (21.June.2018)
- Ots, M., & Wolff, P.-E. (2008). Media consumer brand equity: Implications for advertising media planning. In M. Ots (Ed.), Media brands and branding (pp. 95–112). Jönköping International Business School.
- Park, C. W., & Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of Consumer Research, 8(2), 223–230. https://doi.org/https://doi.org/10.1086/208859
- Park, C. W., Macinnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers. Journal of Marketing, 74(6), 1–17. https://doi.org/https://doi.org/10.1509/jmkg.74.6.1
- Pedeliento, G., Andreini, D., Bergamaschi, M., & Salo, J. (2016). Brand and product attachment in an industrial context: The effects on brand loyalty. Industrial Marketing Management, 53, 194–206. https://doi.org/https://doi.org/10.1016/j.indmarman.2015.06.007
- Pedro Palos-Sanchez, P., Saura, J. R., & Martin-Velicia, F. (2019). A study of the effects of programmatic advertising on users‘ concerns about privacy overtime. Journal of Business Research, 96, 61–72. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.10.059
- Sánchez-Tabernero, A. (2006). Issues in Media Globalization. In A. B. Albarran & S. M. Chan-Olmsted (Eds.), Handbook of media management and economics (pp. 463–492). Erlbaum.
- Sawtooth Software (2014). The Adaptive Choice-Based Conjoint (ACBC) Technical Paper.
- Shah, A. K., & Oppenheimer, D. M. (2008). Heuristics made easy: An effort-reduction framework. Psychological Bulletin, 134(2), 207. https://doi.org/https://doi.org/10.1037/0033-2909.134.2.207
- Siegert, G. (2015). Market Driven Media Brands: Supporting or Faking High Journalistic Quality? In G. Siegert, K. Foerster, S. M. Chan-Olmsted, & M. Ots (Eds.), Handbook of Media Branding (pp. 355–372). Springer.
- Sissors, J.Z., & Baron, R.B. (2010). Advertising media planning (7th ed.). New York, NY: McGraw-Hill.
- Smith, J. A., Boyle, B. A., & Cannon, H. M. (2010). Survey-Based Targeting Fine-Tunes Television Media Planning – A Case for Accuracy and Cost Efficiency. Journal of Advertising Research, 50(4), 428–439. https://doi.org/https://doi.org/10.2501/S0021849910091579
- Soberman, D. A. (2009). Marketing agencies, media experts and sales agents: Helping competitive firms improve the effectiveness of marketing. International Journal of Research in Marketing, 26(1), 21–33. https://doi.org/https://doi.org/10.1016/j.ijresmar.2008.05.003
- Software, S., 2009. “Interpreting Conjoint Analysis Data,” http://www.sawtoothsoftware.com/support/technical-papers/general-conjoint-analysis/interpreting-conjoint-analysis-data-2009 (12.March.2018)
- Software, S., 2013. “HB-Reg v4 For Hierarchical Bayes Regression,” http://www.sawtoothsoftware.com/support/technical-papers/sawtooth-software-products/hb-reg-technical-paper-2013 (12.March.2018).
- Sommer, C., & Marty, L. (2015). The role of media brands in media planning. Journal of Media Business Studies, 12(3), 185–203. https://doi.org/https://doi.org/10.1080/16522354.2015.1070087
- Steiner, M., & Meißner, M. (2018). A user’s guide to the galaxy of conjoint analysis and compositional preference measurement. Journal of Research and Management, 40(2), 3–25. DOI: https://doi.org/10.15358/0344-1369-2018-2-3
- Taylor, S. A., Celuch, K., & Goodwin, S. (2004). The importance of brand equity to customer loyalty. Journal of Product & Brand Management, 13(4), 217–227. https://doi.org/https://doi.org/10.1108/10610420410546934
- Teichert, T. A. (1996). The confounding of effects in rank-based conjoint-analysis. Manuskripte aus den Instituten für Betriebswirtschaftslehre der Universität Kiel, 409.
- Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive Psychology, 5(2), 207–232. https://doi.org/https://doi.org/10.1016/0010-0285(73)90033-9
- Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124–1131. https://doi.org/https://doi.org/10.1126/science.185.4157.1124
- Van Riel, A. C. R., De Mortanges, C. P., & Streukens, S. (2005). Marketing antecedents of industrial brand equity: An empirical investigation in specialty chemicals. Industrial Marketing Management, 34(8), 841–847. https://doi.org/https://doi.org/10.1016/j.indmarman.2005.01.006
- Webster, F. E., & Keller, K. L. (2004). A roadmap for branding in industrial markets. Journal of Brand Management, 11(5), 388–402. https://doi.org/https://doi.org/10.1057/palgrave.bm.2540184
- Wellbrock, C.-M., & Schnittka, O. (2015). Does it really hurt? Consumer reactions to content sponsorships in daily newspapers. Journal of Business Economics, 85(2), 107–128. https://doi.org/https://doi.org/10.1007/s11573-014-0705-9
- Wirtz, B. W., Pelz, R., & Ullrich, S. (2011). Marketing Competencies of Publishers and Ad Sales Success: An Empirical Analysis. Journal of Media Business Studies, 8(1), 23–46. https://doi.org/https://doi.org/10.1080/16522354.2011.11073517
- Zablah, A. R., Brown, B. P., & Donthu, N. (2010). The relative importance of brands in modified rebuy purchase situations. International Journal of Research in Marketing, 27(3), 248–260. https://doi.org/https://doi.org/10.1016/j.ijresmar.2010.02.005