Skip to main content
SpringerLink
Log in
Book cover

Advances in Advertising Research (Vol. VII)

Bridging the Gap between Advertising Academia and Practice

  • Book
  • © 2017

Overview

Editors:
  1. George Christodoulides

    1. School of BEI, Birkbeck, University of London, London, United Kingdom

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  2. Anastasia Stathopoulou

    1. School of BEI, Birkbeck, University of London, London, United Kingdom

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  3. Martin Eisend

    1. Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  • Publication in the field of economic sciences.
  • Consumer Responses to Advertising
  • Culture and Advertising
  • Includes supplementary material: sn.pub/extras

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

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (21 chapters)

  1. Front Matter

    Pages I-XI
    Download chapter PDF

  2. Online Advertising/Social Networks

    1. Front Matter

      Pages 1-1
      Download chapter PDF

    2. Consumer Values as Mediators in Social Network Information Search

      • Shalom Levy, Ofrit Kol, Israel D. Nebenzahl
      Pages 3-14

    3. Integration of Consumers into New Product Development by Social Media-Based Crowdsourcing – Findings from the Consumer Goods Industry in Germany

      • Fabian A. Geise
      Pages 15-27

    4. The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions

      • Patrick Hartmann, Vanessa Apaolaza, Jiaxun He, Jose M. Barrutia, Carmen Echebarria
      Pages 29-41

    5. Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms

      • Johanna Schwenk, Verena Hüttl-Maack
      Pages 43-56

    6. Communicating through Brand Websites to Create Unique Brands

      • Mototaka Sakashita
      Pages 57-64

    7. Gaining Attention Online: Do the Levels of Product Involvement and Website Interactivity Matter? An Eye-Tracking Approach

      • Polyxeni Jenny Palla, Yorgos Zotos
      Pages 65-78

    8. Is Targeting Online Information Diffusers Based on Their Personality Traits and Influencer Types Misleading?

      • Anik St-Onge, Sylvain Senecal, Marc Fredette, Jacques Nantel
      Pages 79-86

    9. The Effect of Online Customer Reviews’ Characteristics on Sales

      • Ewa Maslowska, Edward C. Malthouse, Stefan F. Bernritter
      Pages 87-100

    10. The Influence of Personal Data Usage on Mobile Apps

      • Morikazu Hirose, Kei Mineo, Keiya Tabe
      Pages 101-113

  3. Consumer Responses to Advertising

    1. Front Matter

      Pages 115-115
      Download chapter PDF

    2. The Effect of Eroticism in Couple Depictions in Advertisements on Brand Evaluations

      • Heribert Gierl, Stefan Thomas
      Pages 117-132

    3. Model’s Age and Target’s Age: Effects on Emotions towards and Beliefs about an Ad

      • Corinne Chevalier, Marie-Christine Lichtlé
      Pages 133-150

    4. Being Hooked by the Archetypal Characters in Drama TV Ads: A Structural Equation Modeling Approach

      • Gül Åžener, Hasan Kemal Suher, Ali Atif Bir
      Pages 151-166

    5. The Moderating Role of Congruence between Humor and Fun Climate of the Company on the Effects of Humor in Internet Job Ads

      • Eeva-Liisa Oikarinen
      Pages 167-181

    6. Put It on the Right Side: The Effect of Print Advertisement Location on Product Evaluation

      • Heribert Gierl, Tanja Schneider
      Pages 183-198

    7. The Influence of Majority Agreements on Attitudes

      • Heribert Gierl, Franziska Oefele
      Pages 199-214

    8. The Effects of Message Framing and Reference Points of Public Service Announcements on Bystander Intervention in College Students’ Binge-Drinking

      • Kang Li, Nora Rifon
      Pages 215-229

    9. How Customers Engage with Brands: A New Framework

      • Ewa Maslowska, Edward C. Malthouse, Tom Collinger
      Pages 231-243
Back to top

Keywords

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.

Editors and Affiliations

  • School of BEI, Birkbeck, University of London, London, United Kingdom

    George Christodoulides, Anastasia Stathopoulou

  • Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

About the editors

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. 

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

  • DOI: https://doi.org/10.1007/978-3-658-15220-8

  • Publisher: Springer Gabler Wiesbaden

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

  • Copyright Information: Springer Fachmedien Wiesbaden 2017

  • Hardcover ISBN: 978-3-658-15219-2Published: 13 September 2016

  • Softcover ISBN: 978-3-658-21514-9Published: 15 June 2018

  • eBook ISBN: 978-3-658-15220-8Published: 24 August 2016

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: XI, 315

  • Number of Illustrations: 51 b/w illustrations

  • Topics: Marketing

Publish with us

Policies and ethics

Back to top

Search

Navigation