European Advertising Academy

Advances in Advertising Research (Vol. IV)

The Changing Roles of Advertising

Editors: Rosengren, Sara, Dahlén, Micael, Okazaki, Shintaro (Eds.)

  • ​New articles in economic sciences

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eBook $89.00
price for USA (gross)
  • ISBN 978-3-658-02365-2
  • Digitally watermarked, DRM-free
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  • Immediate eBook download after purchase
Hardcover $119.00
price for USA
  • ISBN 978-3-658-02364-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $119.00
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  • ISBN 978-3-658-04216-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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.

About the authors

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.

Table of contents (30 chapters)

  • Customer Engagement Behavior: Interacting with Companies and Brands on Facebook

    Bitter, Sofie (et al.)

    Pages 3-17

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

    Langner, Tobias (et al.)

    Pages 19-27

  • Social Media Engagement that Drives Purchase Behavior

    Malthouse, Edward C (et al.)

    Pages 29-42

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

    Rauschnabel, Philipp (et al.)

    Pages 43-54

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

    Willemsen, Lotte (et al.)

    Pages 55-69

Buy this book

eBook $89.00
price for USA (gross)
  • ISBN 978-3-658-02365-2
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.00
price for USA
  • ISBN 978-3-658-02364-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $119.00
price for USA
  • ISBN 978-3-658-04216-5
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

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
Copyright
2013
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-658-02365-2
DOI
10.1007/978-3-658-02365-2
Hardcover ISBN
978-3-658-02364-5
Softcover ISBN
978-3-658-04216-5
Edition Number
1
Number of Pages
XII, 407
Topics