| Communicating brands playfully: Effects of in-game advertising for familiar and unfamiliar brands G Mau, G Silberer, C Constien International Journal of Advertising 27 (5), 827-851, 2008 | 184 | 2008 |
| Who is the loser when I lose the game? Does losing an advergame have a negative impact on the perception of the brand? C Steffen, G Mau, H Schramm-Klein Journal of Advertising 42 (2-3), 183-195, 2013 | 108 | 2013 |
| Brand communication success in online consumption communities: An experimental analysis of the effects of communication style and brand pictorial representation S Steinmann, G Mau, H Schramm‐Klein Psychology & Marketing 32 (3), 356-371, 2015 | 94 | 2015 |
| “It’s selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics P Rohde, G Mau European Journal of Marketing 55 (10), 2700-2734, 2021 | 69 | 2021 |
| Motive und Wirkungen im viralen Marketing S Schulz, G Mau, S Löffler Web 2.0: Neue Perspektiven für Marketing und Medien, 217, 2010 | 65* | 2010 |
| How children make purchase decisions: behaviour of the cued processors G Mau, M Schuhen, S Steinmann, H Schramm-Klein Young Consumers 17 (2), 111-126, 2016 | 45 | 2016 |
| Consumer Socialization, Buying Decisions, and Consumer Behaviour in Children: Introduction to the Special Issue G Mau, H Schramm-Klein, L Reisch Journal of Consumer Policy, 1-6, 2014 | 45 | 2014 |
| Die Bedeutung der Emotionen beim Besuch von Online-Shops G Mau Gabler Verlag, 2009 | 44 | 2009 |
| Acceptance of vitamin D-fortified products in Germany–a representative consumer survey A Sandmann, J Brown, G Mau, M Saur, M Amling, F Barvencik Food quality and preference 43, 53-62, 2015 | 40 | 2015 |
| Marketinggeschichte: die Genese einer modernen Sozialtechnik H Berghoff Campus Verlag, 2007 | 33 | 2007 |
| Noradrenergic blockade and memory in patients with major depression and healthy participants A Kuffel, S Eikelmann, K Terfehr, G Mau, LK Kuehl, C Otte, B Löwe, ... Psychoneuroendocrinology 40, 86-90, 2014 | 29 | 2014 |
| Determinanten des Weiterempfehlens im viralen Marketing G Mau, S Schulz, G Silberer transfer–Werbeforschung und Praxis 2 (2008), 18-30, 2008 | 25 | 2008 |
| How do marketing-events work? Marketing-events and brand attitudes K Weihe, G Mau, G Silberer International Advertising and Communication. Current Insights and Empirical …, 2006 | 22 | 2006 |
| Attitudinal Effects of Event-Marketing and Event-Sponsorship: A Comparison G Mau, K Weihe, G Silberer Avlonitis, GJ; Papavassiliou, N.; Papastathopoulou, P.(Hg.), Proceedings of …, 2006 | 21 | 2006 |
| A privacy-respecting indoor localization approach for identifying shopper paths by using end-users mobile devices M Bourimi, G Mau, S Steinmann, D Klein, S Templin, D Kesdogan, ... 2011 Eighth International Conference on Information Technology: New …, 2011 | 15 | 2011 |
| Kognitive und emotionale Regulation von Kaufhandlungen: Theoretische Impulse für eine prozessorientierte Betrachtung des Konsumentenverhaltens OB Büttner, G Mau Fundierung des Marketing: Verhaltenswissenschaftliche Erkenntnisse als …, 2004 | 15 | 2004 |
| Zur Messung des Einkaufserlebens in realen und virtuellen Geschäften G Mau Handelsforschung 2005, 477-496, 2004 | 12 | 2004 |
| Financial literacy of adults in Germany FILSA study results M Schuhen, S Kollmann, M Seitz, G Mau, M Froitzheim Journal of Risk and Financial Management 15 (11), 488, 2022 | 11 | 2022 |
| Customer Contact Sequences as a Basis for Customer Segmentation G Silberer, S Steinmann, G Mau Proceedings of the AMS/ACRA Retailing Conference, 237-243, 2006 | 11 | 2006 |
| Game outcome and in-game advertising effects G Mau, G Silberer, J Gödecke Advances in Advertising Research (Vol. 1) Cutting Edge International …, 2010 | 10 | 2010 |
