Marketing ZFP

doi:10.15358/0344-1369-2024-3

Marketing ZFP

Browse Volumes: Marketing ZFP

MAR Volume 46 (2024) Issue 3

Partial access

doi.org/10.15358/0344-1369-2024-3
ISSN: 0344-1369
ISSN online: 0344-1369
C.H.BECK, München C.H.BECK, München

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Abstract

Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.

Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.

The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.

For more information for authors and subscribers, see www.marketing-zfp.de.

Chapter Expand | CollapseAuthorsPage
1–1 Titelei/Inhaltsverzeichnis 1–1
2–2 Editorial 2–2
3–18 Bicultural Brand Positioning in International Markets: Exploring Potential Challenges in the Context of Consumer Cultures Associated with Human Rights Controversies Christian Weisskopf, Axel Faix, Sebastian Uhrich Christian Weisskopf, Axel Faix, Sebastian Uhrich 3–18
19–32 Ethical Marketing and LivingWages: Competing Logics in the Fashion Industry Robin Bankel, Sandya Lang, Cecilia Solér Robin Bankel, Sandya Lang, Cecilia Solér 19–32
33–54 Celebrities as Product Endorsers in a National and International Context Patrycja Świętek, Wolfgang Mayerhofer, Udo Wagner Patrycja Świętek, Wolfgang Mayerhofer, Udo Wagner 33–54

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