| Does it pay to be real? Understanding authenticity in TV advertising M Becker, N Wiegand, WJ Reinartz Journal of Marketing 83 (1), 24-50, 2019 | 199 | 2019 |
| Communicating brands in television advertising NI Bruce, M Becker, W Reinartz Journal of Marketing Research 57 (2), 236-256, 2020 | 58 | 2020 |
| Consistency and commonality in advertising content: Helping or Hurting? M Becker, MJ Gijsenberg International Journal of Research in Marketing 40 (1), 128-145, 2023 | 11 | 2023 |
| The effect of content on zapping in TV advertising M Becker, TP Scholdra, M Berkmann, WJ Reinartz Journal of Marketing 87 (2), 275-297, 2023 | 9 | 2023 |
| The managerial relevance of marketing science: Properties and genesis N Schauerte, M Becker, M Imschloss, JRK Wichmann, WJ Reinartz International Journal of Research in Marketing 40 (4), 801-822, 2023 | 3 | 2023 |
| Advertising effectiveness: the role of content M Becker Universität zu Köln, 2017 | 3 | 2017 |
| The managerial relevance of marketing science: Properties and genesis N Wiegand, M Becker, M Imschloss, WJ Reinartz Available at SSRN 3553184, 2020 | 2 | 2020 |
| Making new enemies: How suppliers’ digital disintermediation strategy shifts consumers’ use of incumbent offerings N Schauerte, R Schauerte, M Becker, T Hennig-Thurau Journal of the Academy of Marketing Science, 1-23, 2023 | 1 | 2023 |
| Thank you to the following ad hoc reviewers who reviewed papers for the Journal of Marketing during 2021. The editors greatly appreciate their expert and constructive reviews … R Algesheimer, BJ Allen, A Ansari, G Appel, D Ashana, B Ataman, ... Journal of Marketing 86 (2), 1-4, 2022 | | 2022 |
