Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The conference gathered 105 leading researchers from 23 countries under the conference theme To Boldly Go... Extending the Boundaries of Advertising. The book provides international state-of-the-art research with 23 articles by renowned scholars from the worldwide ICORIA network.
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I Advertising Appeals and Processing |
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Metaphor-Ad Layout Consistency Effects: The Moderating Role of Personality Traits |
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3 | (12) |
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A Model to Classify Television Social Advertisements According to the Use of Positive or Negative Appeals |
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15 | (14) |
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Color in Print Advertising: Effects on Implicit and Explicit Memory and Priming |
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29 | (18) |
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Listen to My Story: A Comparison of the Narrative to the Factual Format of Information Presentation in Advertisements |
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47 | (16) |
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II Online and Mobile Advertising |
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The Impact of Managerial Responses to Online Reviews on Consumers' Perceived Trust and Attitude |
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63 | (12) |
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The Good and the Bad of Negative Word-of-Mouth: Empirical Investigation into the Effect of Online Messages |
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75 | (14) |
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"I Believe More in Factual Reviews" - But Not so Much When the Reviewer is Similar to the Reader and the Product is Hedonic |
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89 | (14) |
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"Too Close for Comfort": The Negative Effects of Location-Based Advertising |
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103 | (12) |
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III TV Advertising and Product Placement |
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How Informative Are Chinese Television Commercials? |
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115 | (14) |
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Media Multitasking with Television News: The Interaction of Content and Audience Factors |
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129 | (14) |
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Context Matters: Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement |
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143 | (18) |
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IV Cultural, Gender, and Age Issues in Advertising |
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GLOBE Cultural Dimensions: Providing Insights for Advertising Execution in the Global Marketplace |
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161 | (16) |
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Advertising Adaptation versus Standardization Effectiveness in Open and Closed Markets |
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177 | (14) |
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The Advertising Literacy of Primary School Aged Children |
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191 | (12) |
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To Drink More Water or Less Coke? Promoting Healthy Eating Among Children Using Regulatory Fit Theory |
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203 | (14) |
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Brand Placements in Fashion TV Series |
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217 | (14) |
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How to Avoid Brand Dilution: The Use of Conjunctive Cues in Advertisements for Brand Extensions |
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231 | (14) |
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Brands and Consumer Relationships |
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245 | (22) |
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Electric Car Extensions of Car Brands: Impact on Brand Personality, Extension Evaluation and Parent Brand Feedback |
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267 | (16) |
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Is Management Involvement in Integrated Marketing Communications Reasonable? |
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283 | (12) |
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What is the Effect of Third-Party Organization Endorsement on Perceptions? The Structural Modelling Approach |
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295 | (12) |
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How Consumers' Media Usage Influences the Advertising Media Mix that Maximizes Campaign Recognition |
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307 | (14) |
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"Does it Pay off to Introduce my Partner?" The Role of Stakeholder Cocreation in Consumers' Willingness to Pay |
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321 | |
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Ivana Buljeta Banks is a senior lecturer in the Department of Marketing and Communication at the Zagreb School of Economics and Management. Patrick De Pelsmacker is professor of marketing at the University of Antwerp, part-time professor of marketing at Ghent University (both in Belgium), and visiting professor at the Universities of Lugano, Genčve (Switzerland), and IBS Moscow (Russia). Shintaro Okazaki is associate professor of marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.
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