European Advertising Academy

Advances in Advertising Research (Vol. III)

Current Insights and Future Trends

Editors: Langner, Tobias, Okazaki, Shintaro, Eisend, Martin (Eds.)

  • ​New articles in economic sciences

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eBook $89.00
price for USA (gross)
  • ISBN 978-3-8349-4291-3
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  • Immediate eBook download after purchase
Hardcover $119.00
price for USA
  • ISBN 978-3-8349-4290-6
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  • Usually dispatched within 3 to 5 business days.
Softcover $119.00
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  • ISBN 978-3-8349-4649-2
  • 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 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.

About the authors

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.

Table of contents (32 chapters)

  • Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia

    Banks, Ivana Busljeta (et al.)

    Pages 3-16

  • Emotional Responses to Nature in Advertising and Real Nature

    Hartmann, Patrick (et al.)

    Pages 17-28

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

    Hüttl, Verena (et al.)

    Pages 29-42

  • Reducing Choice Conflict for Complex Products through Categorization

    Langner, Tobias (et al.)

    Pages 43-54

  • Immediate and Delayed Effects of Message Sidedness

    Kuster, Franziska (et al.)

    Pages 55-65

Buy this book

eBook $89.00
price for USA (gross)
  • ISBN 978-3-8349-4291-3
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $119.00
price for USA
  • ISBN 978-3-8349-4290-6
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $119.00
price for USA
  • ISBN 978-3-8349-4649-2
  • 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. III)
Book Subtitle
Current Insights and Future Trends
Editors
  • Tobias Langner
  • Shintaro Okazaki
  • Martin Eisend
Series Title
European Advertising Academy
Copyright
2012
Publisher
Gabler Verlag
Copyright Holder
Gabler Verlag | Springer Fachmedien Wiesbaden
eBook ISBN
978-3-8349-4291-3
DOI
10.1007/978-3-8349-4291-3
Hardcover ISBN
978-3-8349-4290-6
Softcover ISBN
978-3-8349-4649-2
Edition Number
1
Number of Pages
XII, 436
Topics