| Description |
1 online resource |
| Contents |
I. Advertising Content, Appeals and Execution -- Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia / Ivana Bušljeta Banks and Patrick De Pelsmacker -- Emotional Responses to Nature in Advertising and Real Nature / Patrick Hartmann and Vanessa Apaolaza-Ibáñez -- Effects of Slim and Heavy Advertising Models on Appearance, Self-Esteem and Product Evaluations / Verena Hüttl and Heribert Gierl -- Reducing Choice Conflict for Complex Products through Categorization / Tobias Langner and Martin Krengel -- Immediate and Delayed Effects of Message Sidedness / Franziska Küster and Martin Eisend |
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II. Corporate Responsibility, Social Issues and Advertising -- The Impact of Message Sidedness on Adolescents' Binge Drinking Intentions after Peer Pressure: The Moderating Role of Issue Involvement / Erlinde Cornelis, Verolien Cauberghe and Patrick De Pelsmacker -- Effects of Green Seals of Approval on Brand Perceptions / Lars Bergkvist, Patrick Crotty and Hanna Hjalmarson -- The Impact of Health Warnings on Children's Consumption Decisions / Gunnar Mau, Celina Steffen, Hanna Schramm-Klein and Sascha Steinmann -- Communicating Corporate Social Responsibility: Empty Promises or Smart Strategy? / Christian Boris Brunner, Franz-Rudolf Esch and Nadine Kinscher |
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III. Social Media, Online and Mobile Advertising -- Social Media DNA: How Brand Characteristics Shape COBRAs / Daniël G. Muntinga, Edith Smit and Marjolein Moorman -- A Brand Equity Model for an Internet Portal Website / G. Russell Merz -- Social Media Marketing: How Design Features Influence Interactions with Brand Postings on Facebook / Philipp A. Rauschnabel, Sandra Praxmarer and Björn S. Ivens -- Moderating Influences on Interactivity Effects / Hilde Voorveld and Guda van Noort -- The Perceived Usefulness of Online Review Sets: The Role of Balance and Presentation Order / Nathalia Purnawirawan, Patrick De Pelsmacker and Nathalie Dens -- Ad Intrusiveness of Location-Based Advertising -- A Virtual Reconstruction / Arief Ernst Hühn, Paul Ketelaar, Vassilis-Javed Khan, Andrés Lucero and Marnix van Gisbergen, et al. -- Will They Come Back Again? Assessing the Effectiveness of QR Code Campaign / Shintaro Okazaki, Ángeles Navarro and Sara Campo -- Online Advertising by Tell-a-Friend Services / Günter Silberer, Christoph Henning and Sascha Steinmann |
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IV. Product Placement -- Subtle Sophistry or Savvy Strategy: Ethical and Effectiveness Issues Regarding Product Placements in Mass Media / Lynne Eagle, Yvette Morey and Stephan Dahl -- The Effect of Flow on Implicit Memory of In-Game Brand Placements / Snezhanka Kazakova, Verolien Cauberghe and Dieter Thijs -- Brand Placement in Television Shows: Exploring the Role of Program-Induced Moods / Peggy Rathmann, Alexander Leischnig and Margit Enke |
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V. Gender, Children and Advertising -- Masculinity Representations in Men's Lifestyle Magazine Ads: A Cross-Ccultural and Cross-Racial Comparison / Ping Shaw, Yue Tan, Kwangmi Ko Kim and Hong Cheng -- Gender and Age as Factors Influencing Consumer Responses to Soft-sell Ads -- A Multi-country Comparison / Sandra Diehl, Barbara Mueller and Shintaro Okazaki -- When Xmas Wishes are Brands: Wishing Behavior of Children / Martin K.J. Waiguny, Alexandra Pevny and Ralf Terlutter -- Brand Prominence in Advergames: Effects on Children's Explicit and Implicit Memory / Eva A. van Reijmersdal, Esther Rozendaal and Moniek Buijzen -- Promoting Dental Care to Children Using Traditional and Interactive Media Following Threat Appeals / Katarina Panic, Verolien Cauberghe and Patrick De Pelsmacker |
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VI. Media and Agency -- Creative Media Choice as a Marketing Signal / Sara Rosengren and Micael Dahlén -- How Does Shifting Ad Budgets Impact Trust in Advertising Media? / Martin Eisend, Silke Knoll, Susanne Schmidt and Ruziye Canbazoglu -- When Bad is Good: The Creative Conundrum of Agency- Client Relationships / Sheila L. Sasser and Scott Koslow |
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VII. Consumers, Companies, Brands and their Relationships -- The Cumulative Effect of Transaction-Specific Satisfaction on Share of Wallet: A Longitudinal Investigation / Timothy L. Keiningham, Lerzan Aksoy, Edward C. Malthouse, Alexander Bouye and Bart Lariviere -- The Potential Danger of Negative Free Publicity for the Consumer-Brand Relationship / Maarten Tolboom, Fred Bronner and Edith Smit -- Why Organizations Systematically Engage in Employer Branding: A Conceptual Framework / Simone Hochegger and Ralf Terlutter -- From CM to CRM to CN2: A Research Agenda for the Marketing Communications Transition / Don Schultz, Edward C. Malthouse and Doreen Pick |
| Summary |
""Advances in Advertising Research"" are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges |
| Analysis |
Economics |
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Marketing |
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Economics/Management Science |
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economie |
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bedrijfswetenschap |
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management science |
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Management studies, Business Administration, Organizational Science (General) |
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Economics (General) |
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Management, bedrijfskunde, organisatiekunde (algemeen) |
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Economie (algemeen) |
| Bibliography |
Includes bibliographical references |
| Subject |
Advertising -- Research.
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BUSINESS & ECONOMICS -- Advertising & Promotion.
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Science économique.
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Affaires.
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Advertising -- Research
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| Form |
Electronic book
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| Author |
Eisend, Martin.
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Langner, Tobias.
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Okazaki, Shintaro.
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European Advertising Academy.
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| ISBN |
9783834942913 |
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383494291X |
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