Current insights and future trends:
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Springer Gabler
2012
|
| Schriftenreihe: | Advances in advertising research
3 |
| Schlagworte: | |
| Online-Zugang: | http://d-nb.info/1011919532/04 Inhaltsverzeichnis |
| Beschreibung: | XII, 432 S. graph. Darst. 22 cm |
| ISBN: | 9783834942906 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | IMAGE 1
TABLE OF CONTENTS
PREFACE V
I. ADVERTISING CONTENT, APPEALS AND EXECUTION
IVANA BUSLJETA BANKS AND PATRICK DE PELSMACKER RESPONSE TO PROBABILITY
MARKERS IN ADVERTISING O F HEDONIC AND UTILITARIAN SERVICES IN BELGIUM
AND CROATIA 3
PATRICK HARTMANN AND VANESSA APAOLAZA-IBDNEZ EMOTIONAL RESPONSES TO
NATURE IN ADVERTISING AND REAL NATURE 17
VERENA HIITTL AND HERIBERT GIERL EFFECTS O F SLIM AND HEAVY ADVERTISING
MODELS ON APPEARANCE, SELF-ESTEEM AND PRODUCT EVALUATIONS 29
TOBIAS LANGNER AND MARTIN KRENGEL REDUCING CHOICE CONFLICT FOR COMPLEX
PRODUCTS THROUGH CATEGORIZATION 43
FRANZISKA KTISTER AND MARTIN EISEND IMMEDIATE AND DELAYED EFFECTS O F
MESSAGE SIDEDNESS 55
II. CORPORATE RESPONSIBILITY, SOCIAL ISSUES AND ADVERTISING
ERLINDE CORNELIS, VEROLIEN CAUBERGHE AND PATRICK DE PELSMACKER THE
IMPACT O F MESSAGE SIDEDNESS ON ADOLESCENTS BINGE DRINKING INTENTIONS
AFTER PEER PRESSURE: THE MODERATING ROLE O F ISSUE INVOLVEMENT 69
LARS BERGKVIST, PATRICK CROTTY AND HANNA HJALMARSON EFFECTS O F GREEN
SEALS O F APPROVAL ON BRAND PERCEPTIONS 81
HTTP://D-NB.INFO/1022284150
IMAGE 2
X
CONTENTS
GUNNAR MAU, CELINA STEFFEN, HANNA SCHRAMM-KLEIN AND
SASCHA STEINMANN THE IMPACT O F HEALTH WARNINGS ON CHILDREN S
CONSUMPTION DECISIONS 93
CHRISTIAN BORIS BRUNNER, FRANZ-RUDOLF ESCH AND NADINE KINSCHER
COMMUNICATING CORPORATE SOCIAL RESPONSIBILITY: EMPTY PROMISES OR SMART
STRATEGY 105
III. SOCIAL MEDIA, ONLINE AND MOBILE ADVERTISING
DANIEL G. MUNTINGA, EDITH SMIT AND MARJOLEIN MOORMAN SOCIAL MEDIA DNA:
HOW BRAND CHARACTERISTICS SHAPE COBRAS 121
G. RUSSEL MERZ A BRAND EQUITY MODEL FOR AN INTERNET PORTAL WEBSITE 137
PHILIPP A. RAUSCHNABEL, SANDRA PRAXMARER AND BJORN S. IVENS SOCIAL MEDIA
MARKETING: HOW DESIGN FEATURES INFLUENCE INTERACTIONS WITH BRAND
POSTINGS ON FACEBOOK 153
HILDE VOORVELD AND GUDA VAN NOORT MODERATING INFLUENCES ON INTERACTIVITY
EFFECTS 163
NATHALIA PURNAWIRAWAN, PATRICK DE PELSMACKER AND NATHALIE DENS THE
PERCEIVED USEFULNESS O F ONLINE REVIEW SETS: THE ROLE O F BALANCE AND
PRESENTATION ORDER 177
ARIEF ERNST HIIHN, PAUL KETELAAR, VASSILIS-JAVED KHAN, ANDRES LUCERO,
MARNIX VAN GISBERGEN AND HANS BOUWKNEGT AD INTRUSIVENESS O F
LOCATION-BASED ADVERTISING A VIRTUAL RECONSTRUCTION 191
SHINTARO OKAZAKI, ANGELES NAVARRO AND SARA CAMPO WILL THEY COME BACK
AGAIN? ASSESSING THE EFFECTIVENESS O F QR CODE CAMPAIGN 209
GIINTER SILBERER, CHRISTOPH HENNING AND SASCHA STEINMANN ONLINE
ADVERTISING BY TELL-A-FRIEND SERVICES 219
IMAGE 3
CONTENTS
XI
IV. PRODUCT PLACEMENT
LYNNE EAGLE, YVETTE MOREY AND STEPHAN DAHL SUBTLE SOPHISTRY OR SAVVY
STRATEGY: ETHICAL AND EFFECTIVENESS ISSUES REGARDING PRODUCT PLACEMENTS
IN MASS MEDIA 237
SNEZHANKA KAZAKOVA, VEROLIEN CAUBERGHE AND DIETER THIJS THE EFFECT O F
FLOW ON IMPLICIT MEMORY O F IN-GAME BRAND PLACEMENTS 249
PEGGY RATHMANN, ALEXANDER LEISCHNIG AND MARGIT ENKE BRAND PLACEMENT IN
TELEVISION SHOWS: EXPLORING THE ROLE OF PROGRAM-INDUCED MOODS 261
V. GENDER, CHILDREN AND ADVERTISING
PING SHAW, YUE TAN, KWANGMI KO KIM AND HONG CHENG MASCULINITY
REPRESENTATIONS IN MEN S LIFESTYLE MAGAZINE ADS: A CROSS-CULTURAL AND
CROSS-RACIAL COMPARISON 275
SANDRA DIEHL, BARBARA MUELLER AND SHINTARO OKAZAKI GENDER AND AGE AS
FACTORS INFLUENCING CONSUMER RESPONSES TO SOFT-SELL ADS - A
MULTI-COUNTRY COMPARISON 291
MARTIN K. J. WAIGUNY, ALEXANDRA PEVNY AND RALFTERLUTTER WHEN XMAS WISHES
ARE BRANDS: WISHING BEHAVIOR O F CHILDREN 303
EVA A. VAN REIJMERSDAL, ESTHER ROZENDAAL AND MONIEK BUIJZEN BRAND
PROMINENCE IN ADVERGAMES: EFFECTS ON CHILDREN S EXPLICIT AND IMPLICIT
MEMORY 321
KATARINA PANIC, VEROLIEN CAUBERGHE AND PATRICK DE PELSMACKER PROMOTING
DENTAL CARE TO CHILDREN USING TRADITIONAL AND INTERACTIVE MEDIA
FOLLOWING THREAT APPEALS 331
VI. MEDIA AND AGENCY
SARA ROSENGREN AND MICAEL DAHLEN CREATIVE MEDIA CHOICE AS A MARKETING
SIGNAL 343
IMAGE 4
XII
CONTENTS
MARTIN EISEND, SILKE KNOLL, SUSANNE SCHMIDT AND
RUZIYE CANBAZOGLU HOW DOES SHIFTING AD BUDGETS IMPACT TRUST IN
ADVERTISING MEDIA? 353
SHEILA L. SASSER AND SCOTT KOSLOW WHEN BAD IS GOOD: THE CREATIVE
CONUNDRUM O F AGENCY-CLIENT RELATIONSHIPS 365
VII. CONSUMERS, COMPANIES, BRANDS AND THEIR RELATIONSHIPS
TIMOTHY L. KEININGHAM, LERZAN AKSOY, EDWARD C. MALTHOUSE, ALEXANDER
BOUYE AND BART LARIVIERE THE CUMULATIVE EFFECT O F TRANSACTION-SPECIFIC
SATISFACTION ON SHARE O F WALLET: A LONGITUDINAL INVESTIGATION 381
MAARTEN TOLBOOM, FRED BRONNER AND EDITH SMIT THE POTENTIAL DANGER O F
NEGATIVE FREE PUBLICITY FOR THE CONSUMER-BRAND RELATIONSHIP 3 91
SIMONE HOCHEGGER AND RALFTERLUTTER WHY ORGANIZATIONS SYSTEMATICALLY
ENGAGE IN EMPLOYER BRANDING: A CONCEPTUAL FRAMEWORK 403
DON SCHULTZ, EDWARD C. MALTHOUSE AND DOREEN PICK FROM CM TO CRM TO CN 2
: A RESEARCH AGENDA FOR THE MARKETING COMMUNICATIONS TRANSITION 421
|
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| indexdate | 2024-07-10T00:22:22Z |
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| isbn | 9783834942906 |
| language | English |
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| publishDate | 2012 |
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| series | Advances in advertising research |
| series2 | Advances in advertising research Research European Advertising Academy |
| spelling | Current insights and future trends Martin Eisend ... (Eds.) Wiesbaden Springer Gabler 2012 XII, 432 S. graph. Darst. 22 cm txt rdacontent n rdamedia nc rdacarrier Advances in advertising research 3 Research European Advertising Academy Corporate Social Responsibility (DE-588)7697760-2 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Soziale Software (DE-588)7550143-0 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Werbung (DE-588)4065541-6 s Corporate Social Responsibility (DE-588)7697760-2 s Soziale Software (DE-588)7550143-0 s DE-604 Eisend, Martin 1968- (DE-588)123277248 edt Advances in advertising research 3 (DE-604)BV036722665 3 B:DE-101 application/pdf http://d-nb.info/1011919532/04 DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025210836&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Current insights and future trends Advances in advertising research Corporate Social Responsibility (DE-588)7697760-2 gnd Werbung (DE-588)4065541-6 gnd Soziale Software (DE-588)7550143-0 gnd |
| subject_GND | (DE-588)7697760-2 (DE-588)4065541-6 (DE-588)7550143-0 (DE-588)4143413-4 |
| title | Current insights and future trends |
| title_auth | Current insights and future trends |
| title_exact_search | Current insights and future trends |
| title_full | Current insights and future trends Martin Eisend ... (Eds.) |
| title_fullStr | Current insights and future trends Martin Eisend ... (Eds.) |
| title_full_unstemmed | Current insights and future trends Martin Eisend ... (Eds.) |
| title_short | Current insights and future trends |
| title_sort | current insights and future trends |
| topic | Corporate Social Responsibility (DE-588)7697760-2 gnd Werbung (DE-588)4065541-6 gnd Soziale Software (DE-588)7550143-0 gnd |
| topic_facet | Corporate Social Responsibility Werbung Soziale Software Aufsatzsammlung |
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