Concepedia

Brigitte Naderer

BN

40

Publications

2K

Citations

25

H-Index

2015

Active since

Affiliations

University of Vienna(Current)

Ludwig-Maximilians-Universität München

Medical University of Vienna

Brigitte Naderer is an author at University of Vienna specializing in consumer research, marketing, and management.

Top concepts

Consumer ResearchMarketingManagementArtsAdvertisingCommunicationConsumer BehaviorBehavioral SciencePersuasionSocial Influence

Publications per year

2015–2023

40

Publications

40

Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising

Desirée Schmuck, Jörg Matthes, Brigitte Naderer · Journal of Advertising · 2018 · 406 citations · Full text

Green Marketing, Greenwashing, Consumer Uncertainty +23

User generated content presenting brands on social media increases young adults’ purchase intention

Mira Mayrhofer, Jörg Matthes, Sabine Einwiller et al. · International Journal of Advertising · 2019 · 192 citations · Full text

Digital Marketing, Negative Affective Reaction, Targeted Advertising +23

The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising

Desirée Schmuck, Jörg Matthes, Brigitte Naderer et al. · Environmental Communication · 2017 · 100 citations · Full text

Green Marketing, Consumer Research, Brand Strategy +18

Product placement disclosures: Exploring the moderating effect of placement frequency on brand responses via persuasion knowledge

Jörg Matthes, Brigitte Naderer · International Journal of Advertising · 2015 · 92 citations

Effects of disclosing ads on Instagram: the moderating impact of similarity to the influencer

Brigitte Naderer, Jörg Matthes, S Schäfer · International Journal of Advertising · 2021 · 92 citations · Full text

Digital Marketing, Targeted Advertising, Social Marketing +23

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