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Advances in Advertising Research X

Multiple Touchpoints in Brand Communication

  • Book
  • © 2019

Overview

Editors:
  1. Enrique Bigne

    1. University of Valencia, Valencia, Spain

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    You can also search for this editor in PubMed   Google Scholar

  2. Sara Rosengren

    1. Center for Retailing, Stockholm School of Economics, Stockholm, Sweden

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    You can also search for this editor in PubMed   Google Scholar

  • Publication in the field of economic sciences
  • Collection of essays on advertising, communication, marketing and media management
  • Essays on advertising effectiveness

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

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Table of contents (18 chapters)

  1. Front Matter

    Pages i-xi
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  2. Digital Communications and Multiple Touchpoints

    1. Front Matter

      Pages 1-1
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    2. Branded App Engagement: Comparing Apps from Goods and Service Brands

      • Zeph M. C. van Berlo, Eva A. van Reijmersdal, Guda van Noort
      Pages 3-13

    3. Patient Satisfaction with the Primary Care Physician and Usage of Physician Rating Websites: How Do They Relate to Each Other?

      • Sonja Bidmon
      Pages 15-28

    4. Influencer Marketing and its Impact on the Advertised Brand

      • Jana Tabellion, Franz-Rudolf Esch
      Pages 29-41

    5. The Effects of Abstract vs. Concrete Mindsets on the Persuasiveness of Online Reviews: A Construal Level Perspective

      • Xijia Hu, Stephan Winter
      Pages 43-52

    6. Consumer View on Personalized Advertising: Overview of Self-Reported Benefits and Concerns

      • Joanna Strycharz, Guda van Noort, Edith Smit, Natali Helberger
      Pages 53-66

    7. Customer Engagement through the Vocal Touchpoint: An Exploratory Cross-Cultural Study

      • Fabrice Desmarais, Alexandra Vignolles
      Pages 67-78

  3. Creativity in Advertising

    1. Front Matter

      Pages 79-79
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    2. The Impact of Capitalization on Advertising Headline Readability

      • Tobias Langner, Tobias Klinke, Nader Fadl, Malte Christ
      Pages 81-91

    3. Are Incomplete Advertisements More Effective? A Test of the Generation Effect and the Ambiguity Effect

      • Antonia Kraus, Heribert Gierl
      Pages 93-106

    4. The Role of Creativity in a Digital World: Advertising Practitioner Views from China

      • Julie Bilby, Stefan Petersen, Lukas Parker
      Pages 107-117

    5. Stimulating Users in Online Pre-Roll Ads: How to Use Arousal for Different Advertising Audiences

      • Daniel Belanche, Carlos Flavián, Alfredo Pérez-Rueda
      Pages 119-131

    6. Written Honesty is the Best Policy: Effects of Disclosure Explicitness and Disclosure Modality on Brand Responses via Critical Attitudes

      • Loes Janssen, Marieke L. Fransen
      Pages 133-146

    7. The Effects of a Third-Party Certification Seal in Advertising: The Role of Need for Cognition

      • Kei Mineo
      Pages 147-159

  4. Consumer Responses to Multiple Communications

    1. Front Matter

      Pages 161-161
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    2. Are Your Products Arranged in a Good Shape? The Effect of Entitativity on the Attitudes toward Family Brands

      • Tanja Steinhart, Heribert Gierl
      Pages 163-176

    3. Bilingual Consumers’ Response to the Use of Catalan and Spanish in Advertising in Catalonia

      • Andreu van Hooft, Frank van Meurs, Ilse van Mierlo
      Pages 177-189

    4. Deception by Endorsers. An Empirical Analysis of Deceptive Claims in Advertising

      • Clara Muela-Molina, Salvador Perelló-Oliver, M. Victoria Campos-Zabala, Alfonso de la Quintana-García
      Pages 191-204

    5. European Destination Managers’ Ambivalence Towards the Use of Shocking Advertising

      • Augusta Ifeanyichukwu Evans, Giuseppe Emanuele Adamo, Barbara Czarnecka
      Pages 205-214
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About this book

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.

Editors and Affiliations

  • University of Valencia, Valencia, Spain

    Enrique Bigne

  • Center for Retailing, Stockholm School of Economics, Stockholm, Sweden

    Sara Rosengren

About the editors

Enrique Bigne is Professor of Marketing at the University of Valencia, Spain.

Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.

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