Advances in advertising research. (Vol. IV), The changing roles of advertising /
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| Other Authors: | , , |
| Format: | eBook |
| Language: | English |
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Wiesbaden :
Springer Gabler,
[2013]
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- The Roles of Advertising. Customer Engagement Behavior: Interacting with Companies and Brands on Facebook / Sofie Bitter, Sonja Grabner-Kräuter
- Choose Your Ad Paper Type Carefully: How Haptic Ad Paper Characteristics Affect Product Judgments / Tobias Langner, Alexander Fischer, Philipp Brune
- Social Media Engagement that Drives Purchase Behavior / Edward C Malthouse, Mark Vandenbosch, Su Jung Kim
- Who "Likes" Brands? Exploring the Characteristics of Brand Fans on Facebook / Philipp Rauschnabel, Gunnar Mau, Björn Sven Ivens
- Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness / Lotte Willemsen, Peter C. Neijens, Fred A. Bronner
- The Faces of Advertising. Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research / Shinyi Chin, Bradley Wilson, Angelina Russo
- Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User's Experience and Their Promotion-proneness / Esmeralda Crespo-Almendros
- Celebrities as Indirect Spokespeople in Advertising / Jasmina Ilicic, Cynthia M. Webster
- The Importance of the Social Context on the Impact of Product Placements / Valeria Noguti, Cristel Antonia Russell
- Is Website Interactivity Always Beneficial? An Elaboration Likelihood Model Approach / Polyxeni (Jenny) Palla, Rodoula H. Tsiotsou
- Message Framing: How Source Credibility Moderates the Effects of Outcome Type and Outcome Valence / Sandra Praxmarer-Carus, Marina Isabel Czerwinka
- Modeling Synergies in Cross-Media Strategies: On-line and Off-line Media / Jana Suklan, Vesna Žabkar
- Investigating the Entertainment-Persuasion Link: Can Educational Games Influence Attitudes Toward Products? / Martin K. J. Waiguny
- Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns / Hilde A.M. Voorveld, Sanne Valkenburg
- Perceptions of Advertising. Health versus Appearance Focus in One- versus Two-sided Messages Discouraging Sun Tanning / Erlinde Cornelis, Verolien Cauberghe, Patrick De Pelsmacker
- The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research / Lynn De Vlieger, Liselot Hudders, Gino Verleye
- "I" Lose, "Others" Gain - Message Framing and Beneficial Appeals in Ads Promoting Green Consumption / Alexandra Langer
- Developing Different Types of Anticipated Experience Positioning for Electric Cars / Ingrid Moons, Patrick De Pelsmacker
- Value Appeals in Chinese Television Advertising for Automobiles: A Content Analysis / Liyong Wang, Carolus L. C. Praet
- Reception of Advertising. Face Value: Images of Headless Decorative Models Increase Consumer Identification and Product Attitudes / Hanna Berg, Magnus Söderlund
- Appreciation and Effects of Sponsorship Disclosure / Sophie C. Boerman, Eva A. van Reijmersdal, Peter C. Neijens
- When Self-Referencing Cues are Harmful: The Effects of "For You" Statements in Advertisements on Product Attitudes / Sandra Bombe, Heribert Gierl
- An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis / Ivana Bušljeta Banks, Patrick De Pelsmacker
- The Influence of Demographic Factors on the Perception of Humane-Oriented (CSR) Appeals in Advertisements: A Multi-Country Analysis / Sandra Diehl, Barbara Mueller, Ralf Terlutter
- Are You Involved? Are You Focused?: The Regulatory Fit and Involvement Effects on Advertisement Effectiveness / Ezgi Merdin, Mina Seraj
- An Examination of The Effects of Message Content that Categorizes the Customer / Magnus Söderlund, Claes-Robert Julander
- Cultural Differences? Visual Metaphor in Advertising: Comprehension and Tolerance of Ambiguity in Four European Countries. / Andreu van Hooft, Margot van Mulken, Ulrike Nedertigt
- The Online Behavioural Advertising Icon: Two User Studies / Guda van Noort, Edith G. Smit, Hilde A. M. Voorveld
- Children's Responses to Traditional Versus Hybrid Advertising: The Moderating Role of Persuasion Knowledge / Yann Verhellen ... [et al.]
- The Effects of Consumers' Subjective Knowledge on Evaluative Extremity and Product Differentiation / Andy Wong.