| Introduction |
|
9 | (2) |
|
|
|
11 | (152) |
|
Consumer Perceptions of Soft Sell and Hard Sell Advertising Appeals in the US and Japan |
|
|
13 | (10) |
|
|
|
|
|
|
|
Rhetorical Figures in UK and Dutch TV Commercials |
|
|
23 | (10) |
|
|
|
|
|
|
|
The Impact of Celebrity Attractiveness and Competence Fit |
|
|
33 | (8) |
|
|
|
|
|
Do Multiple Product Endorsements Lead to A Dilution Effect? |
|
|
41 | (12) |
|
|
|
|
|
Remembering The Brand and The Message |
|
|
53 | (10) |
|
|
|
|
|
Measuring Ad Effectiveness |
|
|
63 | (6) |
|
|
|
|
|
The Impact of Value Laden Advertisements on Consumer Values |
|
|
69 | (10) |
|
|
|
|
|
To Bind, To Sell, To Tell Your Story Well |
|
|
79 | (8) |
|
|
|
|
|
|
|
Fragmentation in Advertising |
|
|
87 | (10) |
|
|
|
|
|
Female Consumers' Satisfaction with Cosmetic Brands |
|
|
97 | (12) |
|
|
|
|
|
|
|
|
|
Applying Evolutionary Psychology to Advertising |
|
|
109 | (14) |
|
|
|
|
|
|
|
The Role of Fear, Threat and Efficacy in Threat Appeals |
|
|
123 | (10) |
|
|
|
|
|
|
|
Generating New Advertising Content for Psa's |
|
|
133 | (10) |
|
|
|
|
|
The Influence of Landscape Preferences in Green Energy Advertising |
|
|
143 | (12) |
|
|
|
|
|
|
|
155 | (8) |
|
|
|
|
|
|
|
|
|
163 | (86) |
|
Can Every Brand Win with in-Game Advertising? |
|
|
165 | (10) |
|
|
|
|
|
Reducing Risks in the Online Sphere |
|
|
175 | (8) |
|
|
|
|
|
|
|
|
|
183 | (8) |
|
|
|
|
|
|
|
|
|
|
|
191 | (10) |
|
|
|
|
|
|
|
201 | (12) |
|
|
|
|
|
|
|
The Impact of Different Media Messages on The Development of Strong Consumer-Brand Relationships |
|
|
213 | (12) |
|
|
|
|
|
|
|
The Impact of Gender on Media Choice |
|
|
225 | (10) |
|
|
|
|
|
Teens as Transmitters of The New Media |
|
|
235 | (14) |
|
|
|
|
|
|
|
249 | (134) |
|
Filling in The Gaps or Plugging The Holes? |
|
|
251 | (8) |
|
|
|
|
|
Leveraging Media-Advertisement Experiential Congruence |
|
|
259 | (12) |
|
|
|
|
|
Context Effects on Reactions to Television Brand Placement |
|
|
271 | (10) |
|
|
|
|
|
|
|
The Brand-Program Fit of Brand Placements |
|
|
281 | (10) |
|
|
|
Getting Real in Product Placement Research |
|
|
291 | (8) |
|
|
|
|
|
|
|
The T(Unnel) V(Ision) of Love |
|
|
299 | (6) |
|
|
|
|
|
|
|
|
|
|
|
|
|
Addressing Major Sponsorship Risks |
|
|
305 | (10) |
|
|
|
|
|
|
|
Undesired Consequences of Sports Sponsorhips |
|
|
315 | (10) |
|
|
|
|
|
The Impact of Self Construal on Advertising Attitudes Among Ethnic youth |
|
|
325 | (10) |
|
|
|
The Effect of Advertising on Children's Materialism |
|
|
335 | (8) |
|
|
|
|
|
Understanding the Willingness To Pay - Willingness To Accept Gap |
|
|
343 | (10) |
|
|
|
|
|
Using Eye-Tracking to Measure The Impact of Individual Differences in Materialism on Advertising Effectiveness |
|
|
353 | (10) |
|
|
|
|
|
|
|
When You are What You Own |
|
|
363 | (10) |
|
|
|
A Spatial representation of Brand Relationship Quality Constructs |
|
|
373 | (10) |
|
|
|
|
|
|
|
National Wealth or National Culture? |
|
|
383 | |
|
|
