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Advances in Advertising Research (Vol. III)

Current Insights and Future Trends

  • Book
  • © 2012

Overview

Editors:
  1. Martin Eisend

    1. European University Viadrina Frankfurt (Oder), Frankfurt, Germany

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  2. Tobias Langner

    1. Bergische University Wuppertal, Wuppertal, Germany

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  3. Shintaro Okazaki

    1. Universidad Autónoma de Madrid, 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 (32 chapters)

  1. Front Matter

    Pages I-XII
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  2. Advertising Content, Appeals and Execution

    1. Front Matter

      Pages 1-1
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    2. Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia

      • Ivana Busljeta Banks, Patrick De Pelsmacker
      Pages 3-16

    3. Emotional Responses to Nature in Advertising and Real Nature

      • Patrick Hartmann, Vanessa Apaolaza-Ibanez
      Pages 17-28

    4. Effects of Slim and Heavy Advertising Models on Appearance, Self-Esteem and Product Evaluations

      • Verena Hüttl, Heribert Gierl
      Pages 29-42

    5. Reducing Choice Conflict for Complex Products through Categorization

      • Tobias Langner, Martin Krengel
      Pages 43-54

    6. Immediate and Delayed Effects of Message Sidedness

      • Franziska Kuster, Martin Eisend
      Pages 55-65

  3. Corporate Responsibility, Social Issues and Advertising

    1. Front Matter

      Pages 67-67
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    2. The Impact of Message Sidedness on Adolescents’ Binge Drinking Intentions after Peer Pressure: The Moderating Role of Issue Involvement

      • Erlinde Cornelis, Verolien Cauberghe, Patrick De Pelsmacker
      Pages 69-79

    3. Effects of Green Seals of Approval on Brand Perceptions

      • Lars Bergkvist, Patrick Crotty, Hanna Hjalmarson
      Pages 81-92

    4. The Impact of Health Warnings on Children’s Consumption Decisions

      • Gunnar Mau, Celina Steffen, Hanna Schramm-Klein, Sascha Steinmann
      Pages 93-103

    5. Communicating Corporate Social Responsibility: Empty Promises or Smart Strategy?

      • Christian Boris Brunner, Franz-Rudolf Esch, Nadine Kinscher
      Pages 105-117

  4. Social Media, Online and Mobile Advertising

    1. Front Matter

      Pages 119-119
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    2. Social Media DNA: How Brand Characteristics Shape COBRAs

      • Daniel G. Muntinga, Edith Smit, Marjolein Moorman
      Pages 121-135

    3. A Brand Equity Model for an Internet Portal Website

      • G. Russell Merz
      Pages 137-152

    4. Social Media Marketing: How Design Features Influence Interactions with Brand Postings on Facebook

      • Philipp A. Rauschnabel, Sandra Praxmarer, Bjorn S. Ivens
      Pages 153-161

    5. Moderating Influences on Interactivity Effects

      • Hilde Voorveld, Guda van Noort
      Pages 163-175

    6. The Perceived Usefulness of Online Review Sets: The Role of Balance and Presentation Order

      • Nathalia Purnawirawan, Patrick De Pelsmacker, Nathalie Dens
      Pages 177-190

    7. Ad Intrusiveness of Location-Based Advertising – A Virtual Reconstruction

      • Arief Ernst Hühn, Paul Ketelaar, Vassilis-Javed Khan, Andrés Lucero, Marnix van Gisbergen, Hans Bouwknegt
      Pages 191-207

    8. Will They Come Back Again? Assessing the Effectiveness of QR Code Campaign

      • Shintaro Okazaki, Ángeles Navarro, Sara Campo
      Pages 209-217
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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 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, Advances in Advertising Research (Vol. 3) is gaining significance in advancing, promoting, disseminating, and stimulating high quality advertising research. This book provides state-of-the-art research in international advertising with twenty-nine articles by renowned advertising and communication scholars from the worldwide ICORIA network.

Editors and Affiliations

  • European University Viadrina Frankfurt (Oder), Frankfurt, Germany

    Martin Eisend

  • Bergische University Wuppertal, Wuppertal, Germany

    Tobias Langner

  • Universidad Autónoma de Madrid, Madrid, Spain

    Shintaro Okazaki

About the editors

Martin Eisend is Professor of International Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Tobias Langner is Professor of Marketing at the Schumpeter School of Business and Economics, Bergische University Wuppertal, Germany.

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. III)

  • Book Subtitle: Current Insights and Future Trends

  • Editors: Martin Eisend, Tobias Langner, Shintaro Okazaki

  • Series Title: European Advertising Academy

  • DOI: https://doi.org/10.1007/978-3-8349-4291-3

  • Publisher: Gabler Verlag Wiesbaden

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

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden 2012

  • Hardcover ISBN: 978-3-8349-4290-6Published: 21 June 2012

  • Softcover ISBN: 978-3-8349-4649-2Published: 18 July 2014

  • eBook ISBN: 978-3-8349-4291-3Published: 23 August 2012

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: XII, 436

  • Topics: Marketing

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