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Advances in Advertising Research (Vol. V)

Extending the Boundaries of Advertising

  • Book
  • © 2015

Overview

Editors:
  1. Ivana Bušljeta Banks

    1. Marketing and Communication Department, Zagreb School of Economics and Management, Zagreb, Croatia

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  2. Patrick De Pelsmacker

    1. Marketing Department, University of Antwerp, Antwerp, Belgium

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  3. Shintaro Okazaki

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

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  • New articles in economic sciences.
  • Includes supplementary material: sn.pub/extras

Part of the book series: European Advertising Academy (EAA, volume 5)

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Table of contents (23 chapters)

  1. Front Matter

    Pages i-xi
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  3. Part II Online and Mobile Advertising

    1. Front Matter

      Pages 61-61
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    2. The Impact of Managerial Responses to Online Reviews on Consumers’ Perceived Trust and Attitude

      • Nathalia Purnawirawan, Patrick De Pelsmacker, Nathalie Dens
      Pages 63-74

    3. The Good and the Bad of Negative Word-of-Mouth: Empirical Investigation into the Effect of Online Messages

      • Su Jung Kim, Rebecca Jen-Hui Wang, Edward C. Malthouse
      Pages 75-88

    4. “I Believe More in Factual Reviews” – But Not so Much When the Reviewer is Similar to the Reader and the Product is Hedonic

      • Sonja Grabner-Kräuter, Martin K. J. Waiguny
      Pages 89-102

    5. “Too Close for Comfort”: The Negative Effects of Location-Based Advertising

      • Martina Čaić, Dominik Mahr, Elizabeth Aguirre, Ko de Ruyter, Martin Wetzels
      Pages 103-111

  4. Part III TV Advertising and Product Placement

    1. Front Matter

      Pages 113-113
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    2. How Informative Are Chinese Television Commercials?

      • Liyong Wang, Carolus L. C. Praet
      Pages 115-128

    3. Media Multitasking with Television News: The Interaction of Content and Audience Factors

      • Vijay Viswanathan, Hilde Voorveld
      Pages 129-141

    4. Context Matters: Modeling the Impact of Context Perceptions on the Effectiveness of Brand Placement

      • Yann Verhellen, Nathalie Dens, Patrick De Pelsmacker
      Pages 143-157

  5. Part IV Cultural, Gender, and Age Issues in Advertising

    1. Front Matter

      Pages 159-159
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    2. GLOBE Cultural Dimensions: Providing Insights for Advertising Execution in the Global Marketplace

      • Barbara Mueller, Sandra Diehl, Ralf Terlutter
      Pages 161-175

    3. Advertising Adaptation versus Standardization Effectiveness in Open and Closed Markets

      • Mahdi Rajabi, Nathalie Dens, Patrick De Pelsmacker
      Pages 177-190

    4. The Advertising Literacy of Primary School Aged Children

      • Suzanna J. Opree, Esther Rozendaal
      Pages 191-201

    5. To Drink More Water or Less Coke? Promoting Healthy Eating Among Children Using Regulatory Fit Theory

      • Benjamin Ka Lun Cheng
      Pages 203-215
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Keywords

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 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.

Editors and Affiliations

  • Marketing and Communication Department, Zagreb School of Economics and Management, Zagreb, Croatia

    Ivana Bušljeta Banks

  • Marketing Department, University of Antwerp, Antwerp, Belgium

    Patrick De Pelsmacker

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

    Shintaro Okazaki

About the editors

Ivana Bušljeta 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, Genève (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.

Bibliographic Information

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

  • Book Subtitle: Extending the Boundaries of Advertising

  • Editors: Ivana Bušljeta Banks, Patrick De Pelsmacker, Shintaro Okazaki

  • Series Title: European Advertising Academy

  • DOI: https://doi.org/10.1007/978-3-658-08132-4

  • Publisher: Springer Gabler Wiesbaden

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

  • Copyright Information: Springer Fachmedien Wiesbaden 2015

  • Hardcover ISBN: 978-3-658-08131-7Published: 08 December 2014

  • Softcover ISBN: 978-3-658-14090-8Published: 29 October 2016

  • eBook ISBN: 978-3-658-08132-4Published: 25 November 2014

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: XI, 330

  • Number of Illustrations: 33 b/w illustrations

  • Topics: Marketing, Market Research/Competitive Intelligence, Management

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