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Advances in Advertising Research (Vol. IV) The Changing Roles of Advertising

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Feldname	Details
Vorliegende Sprache	eng
Hinweise auf parallele Ausgaben	384773907 Druckausg.: ‡¬The¬ changing roles of advertising
ISBN	978-3-658-02364-5
Name	Rosengren, Sara ¬[Hrsg.]¬
Name	Dahlén, Micael ¬[Hrsg.]¬
Name ANZEIGE DER KETTE	Dahlén, Micael ¬[Hrsg.]¬
Name	Okazaki, Shintaro ¬[Hrsg.]¬
T I T E L	Advances in Advertising Research (Vol. IV)
Zusatz zum Titel	The Changing Roles of Advertising
Verlagsort	Wiesbaden
Verlag	Springer Fachmedien Wiesbaden
Erscheinungsjahr	2013
Erscheinungsjahr	2013
Umfang	Online-Ressource (XII, 407 p, online resource)
Reihe	EAA Series
Notiz / Fußnoten	Includes bibliographical references
Weiterer Inhalt	Preface; Table of Contents; Part I. The Roles of Advertising; Customer Engagement Behavior: Interacting with Companies and Brands on Facebook; 1 Introduction; 2 Research model and hypothesis development; 2.1 Customer engagement behavior; 2.2 Trust in Facebook and in its members; 2.3 Internet Privacy Concerns; 2.4 Attitude, social norm and perceived behavioral control; 2.5 Brand engagement in self-concept; 3 Empirical Study; 3.1 Data collection and sample characteristics; 3.2 Measurements and construct specifications; 3.3 Results; 4 Discussion and implications; 5 Conclusion; 6 References. Choose Your Ad Paper Type Carefully: How Haptic Ad Paper Characteristics Affect Product Judgments1 Introduction: The importance of haptic sensations in advertising; 2 Theoretical background: How touch affects consumers' judgments; 2.1 General findings on touch; 2.2 Grounded cognition: The representation of haptic information in the mind; 2.3 Structural alignment theory: How haptic ad properties affect product judgments; 3 Study 1: The effects of paper weight on product judgments; 4 Discussion; 5 Study 2: The effects of paper texture on product judgments; 6 Conclusion; 7 References. Social Media Engagement that Drives Purchase Behavior1 Introduction; 2 Description of data and possible theoretical explanations; 3 Methods; 4 Results; 4.1 Exploratory data analysis; 4.2 Poisson models with interactions; 4.3 Estimating ROI; 5 Conclusions and General Discussion; 6 References; Who "Likes" Brands? Exploring the Characteristics of Brand Fans on Facebook; 1 Introduction; 2 Theory; 2.1 The "Big Five" Personality Traits; 2.2 Social Media Marketing and Consumer Behavior in Social Media; 2.3 Personal Variables and Social Media use; 3 Exploratory Model and Methodology. 4 Research Design and Results5 General discussion; 5.1 Managerial Implications; 5.2 Theoretical Implications; 5.3 Limitations; 5.4 Future Research directions; 6 References; Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness; 1 Introduction; 2 Literature review; 2.1 Motives for negative eWOM; 2.2 Webcare as customer relationship and reputation management; 3 Research Questions; 4 Assumption Check; 4.1 Measures; 4.2 Results; 5 Main Study; 5.1 Measures; 5.2 Results; 6 Discussion; 7 Acknowledgement. 8 ReferencesPart II. The Faces of Advertising; Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research; 1 Introduction; 2 Literature Review; 3 Reconciling Definitions; 4 A Classificatory Framework for Product Placement; 5 Methodological Approaches; 6 Limitations and Contributions; 7 References; Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User's Experience and Their Promotion-proneness; 1 Introduction; 2 Literature Review; 3 Empirical study; 3.1 Measures; 3.2 Organisation of fieldwork; 4 Results. 4.1 Manipulation check and analysis of the psychometric properties of the scales
Titelhinweis	Druckausg.: ‡¬The¬ changing roles of advertising
ISBN	ISBN 978-3-658-02365-2
Klassifikation	KJSM
	KJS
	BUS043000
	658.8
	659.1
	HF5410-5417.5
	QP 630
Kurzbeschreibung	The Roles of Advertising -- The Faces of Advertising -- Reception of Advertising -- Perceptions of Advertising
2. Kurzbeschreibung	Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network. Contents · The Roles of Advertising · The Faces of Advertising · Perceptions of Advertising · Reception of Advertising Target Groups · Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors: Sara Rosengren and Micael Dahlén work at the Stockholm School of Economics. Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain
1. Schlagwortkette	Werbung
1. Schlagwortkette	Kongress
ANZEIGE DER KETTE	Werbung -- Kongress
SWB-Titel-Idn	383260892
Signatur	Springer E-Book
Bemerkungen	Elektronischer Volltext - Campuslizenz
Elektronische Adresse	$uhttp://dx.doi.org/10.1007/978-3-658-02365-2
Internetseite / Link	Volltext
Siehe auch	Volltext
Siehe auch	Cover

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