European Advertising Academy

Advances in Advertising Research (Vol. VII)

Bridging the Gap between Advertising Academia and Practice

Editors: Christodoulides, George, Stathopoulou, Anastasia, Eisend, Martin (Eds.)

  • Publication in the field of economic sciences. 
    Consumer Responses to Advertising
    Culture and Advertising

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eBook 63,06 €
price for Spain (gross)
  • ISBN 978-3-658-15220-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 77,75 €
price for Spain (gross)
  • ISBN 978-3-658-15219-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

About the authors

George Christodoulides is Professor of Marketing and Assistant Dean for Research at Birkbeck, University of London.Anastasia Stathopoulou is Lecturer in Marketing at Birkbeck, University of London.Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany. 

Table of contents (21 chapters)

  • Consumer Values as Mediators in Social Network Information Search

    Levy, Shalom (et al.)

    Pages 3-14

    Preview Buy Chapter 30,19 €
  • Integration of Consumers into New Product Development by Social Media-Based Crowdsourcing – Findings from the Consumer Goods Industry in Germany

    Geise, Fabian A.

    Pages 15-27

    Preview Buy Chapter 30,19 €
  • The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions

    Hartmann, Patrick (et al.)

    Pages 29-41

    Preview Buy Chapter 30,19 €
  • Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms

    Schwenk, Johanna (et al.)

    Pages 43-56

    Preview Buy Chapter 30,19 €
  • Communicating through Brand Websites to Create Unique Brands

    Sakashita, Mototaka

    Pages 57-64

    Preview Buy Chapter 30,19 €

Buy this book

eBook 63,06 €
price for Spain (gross)
  • ISBN 978-3-658-15220-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 77,75 €
price for Spain (gross)
  • ISBN 978-3-658-15219-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Advances in Advertising Research (Vol. VII)
Book Subtitle
Bridging the Gap between Advertising Academia and Practice
Editors
  • George Christodoulides
  • Anastasia Stathopoulou
  • Martin Eisend
Series Title
European Advertising Academy
Copyright
2017
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-658-15220-8
DOI
10.1007/978-3-658-15220-8
Hardcover ISBN
978-3-658-15219-2
Edition Number
1
Number of Pages
XI, 315
Number of Illustrations and Tables
51 b/w illustrations
Topics