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Advances in Advertising Research (Vol. IV)

The Changing Roles of Advertising

  • Book
  • © 2013

Overview

Editors:
  1. Sara Rosengren

    1. School of Economics, Stockholm, Sweden

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  2. Micael Dahlén

    1. School of Economics, Stockholm, Sweden

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  3. Shintaro Okazaki

    1. Depto. Financiacione, Universidad Autonoma de Madrid Fac. Ciencias Econ. y Empresariales, Madrid, Spain

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  • New articles in economic sciences

Part of the book series: European Advertising Academy (EAA)

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Table of contents (30 chapters)

  1. Front Matter

    Pages I-XII
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  2. The Roles of Advertising

    1. Front Matter

      Pages 1-1
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    2. Customer Engagement Behavior: Interacting with Companies and Brands on Facebook

      • Sofie Bitter, Sonja Grabner-Kräuter
      Pages 3-17

    3. Choose Your Ad Paper Type Carefully: How Haptic Ad Paper Characteristics Affect Product Judgments

      • Tobias Langner, Alexander Fischer, Philipp Brune
      Pages 19-27

    4. Social Media Engagement that Drives Purchase Behavior

      • Edward C Malthouse, Mark Vandenbosch, Su Jung Kim
      Pages 29-42

    5. Who “Likes” Brands? Exploring the Characteristics of Brand Fans on Facebook

      • Philipp Rauschnabel, Gunnar Mau, Björn Sven Ivens
      Pages 43-54

    6. Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness

      • Lotte Willemsen, Peter C. Neijens, Fred A. Bronner
      Pages 55-69

  3. The Faces of Advertising

    1. Front Matter

      Pages 71-71
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    2. Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research

      • Shinyi Chin, Bradley Wilson, Angelina Russo
      Pages 73-85

    3. Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User’s Experience and Their Promotion-proneness

      • Esmeralda Crespo-Almendros, Salvador Del Barrio-García
      Pages 87-102

    4. Celebrities as Indirect Spokespeople in Advertising

      • Jasmina Ilicic, Cynthia M. Webster
      Pages 103-114

    5. The Importance of the Social Context on the Impact of Product Placements

      • Valeria Noguti, Cristel Antonia Russell
      Pages 115-130

    6. Is Website Interactivity Always Beneficial? An Elaboration Likelihood Model Approach

      • Polyxeni (Jenny) Palla, Rodoula H. Tsiotsou, Yorgos C. Zotos
      Pages 131-145

    7. Message Framing: How Source Credibility Moderates the Effects of Outcome Type and Outcome Valence

      • Sandra Praxmarer-Carus, Marina Isabel Czerwinka
      Pages 147-158

    8. Modeling Synergies in Cross-Media Strategies: On-line and Off-line Media

      • Jana Suklan, Vesna Žabkar
      Pages 159-171

    9. Investigating the Entertainment–Persuasion Link: Can Educational Games Influence Attitudes Toward Products?

      • Martin K. J. Waiguny
      Pages 173-186

    10. Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns

      • Hilde A.M. Voorveld, Sanne Valkenburg
      Pages 187-200

  4. Perceptions of Advertising

    1. Front Matter

      Pages 201-201
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    2. Health versus Appearance Focus in One- versus Two-sided Messages Discouraging Sun Tanning

      • Erlinde Cornelis, Verolien Cauberghe, Patrick De Pelsmacker
      Pages 203-212

    3. The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research

      • Lynn De Vlieger, Liselot Hudders, Gino Verleye
      Pages 213-222
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About this book

​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.

Editors and Affiliations

  • School of Economics, Stockholm, Sweden

    Sara Rosengren, Micael Dahlén

  • Depto. Financiacione, Universidad Autonoma de Madrid Fac. Ciencias Econ. y Empresariales, Madrid, Spain

    Shintaro Okazaki

About 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.

Bibliographic Information

  • Book Title: Advances in Advertising Research (Vol. IV)

  • Book Subtitle: The Changing Roles of Advertising

  • Editors: Sara Rosengren, Micael Dahlén, Shintaro Okazaki

  • Series Title: European Advertising Academy

  • DOI: https://doi.org/10.1007/978-3-658-02365-2

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2013

  • Hardcover ISBN: 978-3-658-02364-5Published: 12 June 2013

  • Softcover ISBN: 978-3-658-04216-5Published: 12 June 2015

  • eBook ISBN: 978-3-658-02365-2Published: 30 May 2013

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: XII, 407

  • Topics: Marketing

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