Christodoulides, George

Advances in Advertising Research (Vol. VII)

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ISBN: 9783658152208

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Table of contents

Part I. Online Advertising/Social Networks

1. Consumer Values as Mediators in Social Network Information Search
Shalom Levy, Ofrit Kol, Israel D. Nebenzahl

2. Integration of Consumers into New Product Development by Social Media-Based Crowdsourcing – Findings from the Consumer Goods Industry in Germany
Fabian A. Geise

3. The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions
Patrick Hartmann, Vanessa Apaolaza, Jiaxun He, Jose M. Barrutia, Carmen Echebarria

4. Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms
Johanna Schwenk, Verena Hüttl-Maack

5. Communicating through Brand Websites to Create Unique Brands
Mototaka Sakashita

6. Gaining Attention Online: Do the Levels of Product Involvement and Website Interactivity Matter? An Eye-Tracking Approach
Polyxeni Jenny Palla, Yorgos Zotos

7. Is Targeting Online Information Diffusers Based on Their Personality Traits and Influencer Types Misleading?
Anik St-Onge, Sylvain Senecal, Marc Fredette, Jacques Nantel

8. The Effect of Online Customer Reviews’ Characteristics on Sales
Ewa Maslowska, Edward C. Malthouse, Stefan F. Bernritter

9. The Influence of Personal Data Usage on Mobile Apps
Morikazu Hirose, Kei Mineo, Keiya Tabe

Part II. Consumer Responses to Advertising

10. The Effect of Eroticism in Couple Depictions in Advertisements on Brand Evaluations
Heribert Gierl, Stefan Thomas

11. Model’s Age and Target’s Age: Effects on Emotions towards and Beliefs about an Ad
Corinne Chevalier, Marie-Christine Lichtlé

12. Being Hooked by the Archetypal Characters in Drama TV Ads: A Structural Equation Modeling Approach
Gül Şener, Hasan Kemal Suher, Ali Atif Bir

13. The Moderating Role of Congruence between Humor and Fun Climate of the Company on the Effects of Humor in Internet Job Ads
Eeva-Liisa Oikarinen

14. Put It on the Right Side: The Effect of Print Advertisement Location on Product Evaluation
Heribert Gierl, Tanja Schneider

15. The Influence of Majority Agreements on Attitudes
Heribert Gierl, Franziska Oefele

16. The Effects of Message Framing and Reference Points of Public Service Announcements on Bystander Intervention in College Students’ Binge-Drinking
Kang Li, Nora Rifon

17. How Customers Engage with Brands: A New Framework
Ewa Maslowska, Edward C. Malthouse, Tom Collinger

Part III. Culture and Advertising

18. Hofstede Cultural Framework and Advertising Research: An Assessment of the Literature
Salman Saleem, Jorma Larimo

19. The Effects of Different Ad Appeals in Non-Prescription Drug Advertising: A Cross-Cultural Investigation
Isabell Koinig, Sandra Diehl, Barbara Mueller

20. Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage
Lucia Porcu, Salvador Barrio-García, Juan Miguel Alcántara-Pilar, Esmeralda Crespo-Almendros

21. Profiling Lead Researchers in Advertising Research
Terri H. Chan, Caleb H. Tse

Avainsanat: Business and Management, Marketing

European Advertising Academy
Painetun ISBN

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