Maren Becker

Does It Pay to Be Real? Understanding Authenticity in TV Advertising

Maren Becker, Nico Wiegand, Werner Reinartz · Journal of Marketing · 2018 · 202 citations · Full text

Business, Marketing, Marketing Management +16

Communicating Brands in Television Advertising

Norris I. Bruce, Maren Becker, Werner Reinartz · Journal of Marketing Research · 2020 · 54 citations

Business, Marketing, Marketing Management +17

The Effect of Content on Zapping in TV Advertising

Maren Becker, Thomas P. Scholdra, Manuel Berkmann et al. · Journal of Marketing · 2022 · 26 citations

Business, Marketing, Psychology +17

Consistency and commonality in advertising content: Helping or Hurting?

Maren Becker, Maarten J. Gijsenberg · International Journal of Research in Marketing · 2022 · 18 citations · Full text

Business, Marketing, Marketing Management +11

Making new enemies: How suppliers’ digital disintermediation strategy shifts consumers’ use of incumbent offerings

Nico Schauerte, Ricarda Schauerte, Maren Becker et al. · Journal of the Academy of Marketing Science · 2023 · 15 citations · Full text

Social Sciences, Marketing, Marketing Management +14