International advertising and communication: current insights and empirical findings
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Dt. Univ.-Verl.
2006
|
| Ausgabe: | 1. Aufl. |
| Schriftenreihe: | Forschungsgruppe Konsum und Verhalten
Gabler-Edition Wissenschaft |
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | X, 513 S. Ill., graph. Darst. 210 mm x 148 mm |
| ISBN: | 3835004557 9783835004559 |
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS PART I: ADVERTISING AND COMMUNICATION EFFECTS BARBARA MUELLER
THE ROLE OF PRODUCT INVOLVEMENT IN ADVERTISING MESSAGE PERCEPTION AND
BELIEVABILITY 3 FLEMMING HANSEN, JORGEN KAI OLSEN, AND STEEN LUNDSTEEN
INTERVIEW BASED STAS AND THE EFFECT OF PRINT ADVERTISING 23 EDITH SMIT,
PETER NEIJENS, AND MARIJNTJE STUURMAN IT S ALL ABOUT CATCHING THE
READER S ATTENTION 43 FRANZ-RUDOLF ESCH, SIMONE ROTH, AND KRISTINA
STROEDTER THE EFFECT OF THE INTEGRATION OF DIFFERENT ACOUSTIC AND VISUAL
STIMULI DEPENDING ON TARGET GROUPS INVOLVEMENT 69 BAS VAN DEN PUTTE A
COMPARATIVE TEST OF THE EFFECT OF COMMUNICATION STRATEGY, MEDIA
PRESENCE, AND PREVIOUS PURCHASE BEHAVIOUR IN THE FIELD OF FAST MOVING
CONSUMER GOODS 89 PART II : ADVERTISING AND INFORMATION PROCESSING LARRY
PERCY UNCONSCIOUS PROCESSING OF ADVERTISING AND ITS EFFECTS UPON
ATTITUDE AND BEHAVIOUR 109 MANDY KLERKX AND LEX VAN MEURS PROCESSING
OUTDOOR POSTERS : PRODUCT- AND BRAND RECOGNITION IN A SPLIT OF A SECOND
123 RENSKE VAN ENSCHOT, HANS HOEKEN, AND MARGOT VAN MULKEN RHETORIC IN
ADVERTISING : ATTITUDES TOWARDS SCHEMES AND TROPES IN TEXT AND IMAGE 141
VIII CONTENTS DIETER AHLERT, PETER KENNING, AND HILKE PLASSMANN A WINDOW
TO THE CONSUMER S MIND : APPLICATION OF FUNCTIONAL BRAIN IMAGING
TECHNIQUES TO ADVERTISING RESEARCH 163 PART III : COMMUNICATION AND
BRANDING TOBIAS LANGNER, FRANZ-RUDOLF ESCH, AND JOHN R. ROSSITER
CREATING POWERFUL BRAND NAMES 181 KERSTIN WEIHE, GUNNAR MAU, AND GUENTER
SILBERER HOW DO MARKETING-EVENTS WORK? MARKETING-EVENTS AND BRAND
ATTITUDES 199 PATRICK HARTMANN AND VANESSA APAOLAZA IBANEZ EFFECTS OF
GREEN BRAND COMMUNICATION ON BRAND ASSOCIATIONS AND ATTITUDE 217 PART
IV: EMOTIONAL, SOCIAL AND INDIVIDUAL FACTORS AND COMMUNICATION HERIBERT
GIERL AND SILKE BAMBAUER EFFECTS OF MOOD AND ARGUMENT STRENGTH ON
PRODUCT EVALUATION IN A PERSONAL SALES CONVERSATION 239 WIM JANSSENS AND
PATRICK DE PELSMACKER HOW DO PEOPLE REACT TO MIXED EMOTIONS IN AN
AD/MEDIUM CONTEXT SETTING? THE MODERATING ROLE OF DISCOMFORT WITH
AMBIGUITY 257 SANDRA DIEHL AND RALF TERLUTTER MEDIA-BASED AND NON
MEDIA-BASED FACTORS INFLUENCING PURCHASE BEHAVIOR AND DIFFERENCES DUE TO
CONSUMERS PERSONALITY 279 FRED BRONNER INCREASING FAMILY DEMOCRACY AND
THE IMPLICATIONS FOR ADVERTISING 301 KRYSTIE WONG AND KARA CHAN A GENDER
PORTRAYAL OF CHILDREN S TELEVISION COMMERCIALS IN MAINLAND CHINA 319
CONTENTS IX YOUNG SOOK MOON AND KARA CHAN GENDER PORTRAYALS AND THE
GENDER OF NATIONS : AN EXTENDED STUDY IN ASIAN CULTURES 343 PART V :
COMMUNICATION AND NEW MEDIA GREG KISS AND FRANZ-RUDOLF ESCH EFFECTS OF
INTERACTIVE AND IMAGERY-STRONG WEBSITES 361 SHINTARO OKAZAKI COMPARATIVE
EVALUATION OF AMERICAN BRANDS WEBSITES IN EUROPE: WHAT DO THEY
STANDARDISE? 379 MATTI LEPPAENIEMI, HEIKKI KARJALUOTO, JAAKKO SINISALO,
AND JARI SALO INTEGRATED MARKETING COMMUNICATIONS IN MOBILE CONTEXT 397
PART VI: INTERNATIONAL ADVERTISING RALF TERLUTTER, SANDRA DIEHL AND
BARBARA MUELLER THE GLOBE STUDY * APPLICABILITY OF A NEW TYPOLOGY OF
CULTURAL DIMENSIONS FOR CROSS-CULTURAL MARKETING AND ADVERTISING
RESEARCH 419 SHINTARO OKAZAKI AND CHARLES R . TAYLOR TOWARDS AN
UNDERSTANDING ADVERTISING STANDARDISATION IN THE EUROPEAN UNION: A
THEORETICAL FRAMEWORK AND RESEARCH PROPOSITIONS 439 DIRK TEMME ASSESSING
MEASUREMENT INVARIANCE OF ORDINAL INDICATORS IN CROSS-NATIONAL RESEARCH
455 GUIDO PURPER AND PETER WEINBERG RETAIL ADVERTISING : AN EMPIRICAL
COMPARISON BETWEEN GERMAN AND FRENCH CONSUMERS 473 X CONTENTS PART VII :
OUTLOOK ON INTERNATIONAL ADVERTISING CHARLES R . TAYLOR THE FUTURE OF
INTERNATIONAL ADVERTISING RESEARCH: SUGGESTIONS FOR MOVING THE
DISCIPLINE FORWARD 491 ABOUT THE AUTHORS 507
|
| adam_txt |
CONTENTS PART I: ADVERTISING AND COMMUNICATION EFFECTS BARBARA MUELLER
THE ROLE OF PRODUCT INVOLVEMENT IN ADVERTISING MESSAGE PERCEPTION AND
BELIEVABILITY 3 FLEMMING HANSEN, JORGEN KAI OLSEN, AND STEEN LUNDSTEEN
INTERVIEW BASED STAS AND THE EFFECT OF PRINT ADVERTISING 23 EDITH SMIT,
PETER NEIJENS, AND MARIJNTJE STUURMAN IT'S ALL ABOUT CATCHING THE
READER'S ATTENTION 43 FRANZ-RUDOLF ESCH, SIMONE ROTH, AND KRISTINA
STROEDTER THE EFFECT OF THE INTEGRATION OF DIFFERENT ACOUSTIC AND VISUAL
STIMULI DEPENDING ON TARGET GROUPS INVOLVEMENT 69 BAS VAN DEN PUTTE A
COMPARATIVE TEST OF THE EFFECT OF COMMUNICATION STRATEGY, MEDIA
PRESENCE, AND PREVIOUS PURCHASE BEHAVIOUR IN THE FIELD OF FAST MOVING
CONSUMER GOODS 89 PART II : ADVERTISING AND INFORMATION PROCESSING LARRY
PERCY UNCONSCIOUS PROCESSING OF ADVERTISING AND ITS EFFECTS UPON
ATTITUDE AND BEHAVIOUR 109 MANDY KLERKX AND LEX VAN MEURS PROCESSING
OUTDOOR POSTERS : PRODUCT- AND BRAND RECOGNITION IN A SPLIT OF A SECOND
123 RENSKE VAN ENSCHOT, HANS HOEKEN, AND MARGOT VAN MULKEN RHETORIC IN
ADVERTISING : ATTITUDES TOWARDS SCHEMES AND TROPES IN TEXT AND IMAGE 141
VIII CONTENTS DIETER AHLERT, PETER KENNING, AND HILKE PLASSMANN A WINDOW
TO THE CONSUMER'S MIND : APPLICATION OF FUNCTIONAL BRAIN IMAGING
TECHNIQUES TO ADVERTISING RESEARCH 163 PART III : COMMUNICATION AND
BRANDING TOBIAS LANGNER, FRANZ-RUDOLF ESCH, AND JOHN R. ROSSITER
CREATING POWERFUL BRAND NAMES 181 KERSTIN WEIHE, GUNNAR MAU, AND GUENTER
SILBERER HOW DO MARKETING-EVENTS WORK? MARKETING-EVENTS AND BRAND
ATTITUDES 199 PATRICK HARTMANN AND VANESSA APAOLAZA IBANEZ EFFECTS OF
GREEN BRAND COMMUNICATION ON BRAND ASSOCIATIONS AND ATTITUDE 217 PART
IV: EMOTIONAL, SOCIAL AND INDIVIDUAL FACTORS AND COMMUNICATION HERIBERT
GIERL AND SILKE BAMBAUER EFFECTS OF MOOD AND ARGUMENT STRENGTH ON
PRODUCT EVALUATION IN A PERSONAL SALES CONVERSATION 239 WIM JANSSENS AND
PATRICK DE PELSMACKER HOW DO PEOPLE REACT TO MIXED EMOTIONS IN AN
AD/MEDIUM CONTEXT SETTING? THE MODERATING ROLE OF DISCOMFORT WITH
AMBIGUITY 257 SANDRA DIEHL AND RALF TERLUTTER MEDIA-BASED AND NON
MEDIA-BASED FACTORS INFLUENCING PURCHASE BEHAVIOR AND DIFFERENCES DUE TO
CONSUMERS' PERSONALITY 279 FRED BRONNER INCREASING FAMILY DEMOCRACY AND
THE IMPLICATIONS FOR ADVERTISING 301 KRYSTIE WONG AND KARA CHAN A GENDER
PORTRAYAL OF CHILDREN'S TELEVISION COMMERCIALS IN MAINLAND CHINA 319
CONTENTS IX YOUNG SOOK MOON AND KARA CHAN GENDER PORTRAYALS AND THE
GENDER OF NATIONS : AN EXTENDED STUDY IN ASIAN CULTURES 343 PART V :
COMMUNICATION AND NEW MEDIA GREG KISS AND FRANZ-RUDOLF ESCH EFFECTS OF
INTERACTIVE AND IMAGERY-STRONG WEBSITES 361 SHINTARO OKAZAKI COMPARATIVE
EVALUATION OF AMERICAN BRANDS' WEBSITES IN EUROPE: WHAT DO THEY
STANDARDISE? 379 MATTI LEPPAENIEMI, HEIKKI KARJALUOTO, JAAKKO SINISALO,
AND JARI SALO INTEGRATED MARKETING COMMUNICATIONS IN MOBILE CONTEXT 397
PART VI: INTERNATIONAL ADVERTISING RALF TERLUTTER, SANDRA DIEHL AND
BARBARA MUELLER THE GLOBE STUDY * APPLICABILITY OF A NEW TYPOLOGY OF
CULTURAL DIMENSIONS FOR CROSS-CULTURAL MARKETING AND ADVERTISING
RESEARCH 419 SHINTARO OKAZAKI AND CHARLES R . TAYLOR TOWARDS AN
UNDERSTANDING ADVERTISING STANDARDISATION IN THE EUROPEAN UNION: A
THEORETICAL FRAMEWORK AND RESEARCH PROPOSITIONS 439 DIRK TEMME ASSESSING
MEASUREMENT INVARIANCE OF ORDINAL INDICATORS IN CROSS-NATIONAL RESEARCH
455 GUIDO PURPER AND PETER WEINBERG RETAIL ADVERTISING : AN EMPIRICAL
COMPARISON BETWEEN GERMAN AND FRENCH CONSUMERS 473 X CONTENTS PART VII :
OUTLOOK ON INTERNATIONAL ADVERTISING CHARLES R . TAYLOR THE FUTURE OF
INTERNATIONAL ADVERTISING RESEARCH: SUGGESTIONS FOR MOVING THE
DISCIPLINE FORWARD 491 ABOUT THE AUTHORS 507 |
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| title | International advertising and communication current insights and empirical findings |
| title_auth | International advertising and communication current insights and empirical findings |
| title_exact_search | International advertising and communication current insights and empirical findings |
| title_exact_search_txtP | International advertising and communication current insights and empirical findings |
| title_full | International advertising and communication current insights and empirical findings Sandra Diehl ... (eds.) |
| title_fullStr | International advertising and communication current insights and empirical findings Sandra Diehl ... (eds.) |
| title_full_unstemmed | International advertising and communication current insights and empirical findings Sandra Diehl ... (eds.) |
| title_short | International advertising and communication |
| title_sort | international advertising and communication current insights and empirical findings |
| title_sub | current insights and empirical findings |
| topic | Werbung (DE-588)4065541-6 gnd Marktkommunikation (DE-588)4131075-5 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Werbung Marktkommunikation Internationales Marketing Aufsatzsammlung Hochschulschrift |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=2807386&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014854677&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT diehlsandra internationaladvertisingandcommunicationcurrentinsightsandempiricalfindings |