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Advances in Advertising Research (Vol. 2)

Breaking New Ground in Theory and Practice

  • Book
  • © 2011

Overview

Editors:
  1. Shintaro Okazaki
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Part of the book series: European Advertising Academy (EAA)

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Table of contents (31 chapters)

  1. Front Matter

    Pages I-XIV
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  2. Product Placement and Gaming

    1. Front Matter

      Pages 1-1
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    2. Product Placement in Video Games as a Marketing Strategy: An Attempt to Analysis in Disney Company

      • Enrique Bigné, Inés Küster, Asunción Hernández, Torpong Suemanotham, Natalia Vila
      Pages 3-20

    3. The Impact of Brand Name Placement in Song Lyrics on Brand Attitudes: Does the Attitude toward the Artist Matter?

      • Yves Van Vaerenbergh, Dieneke Van de Sompel, Neal Van Loock, Iris Vermeir
      Pages 21-33

    4. Differences in Children’s Processing of Advergames and TV Commercials

      • Martin K. J. Waiguny, Ralf Terlutter
      Pages 35-51

  3. Social Issues and Advertising

    1. Front Matter

      Pages 53-53
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    2. Affect is an Important Factor in Processing Alzheimer Disease Awareness Messages

      • Martine Lewi, Patrick De Pelsmacker
      Pages 55-73

    3. Environmental Information Influences on Pro-environmental Behaviour Aimed at Fighting Climate Change: Main and Moderating Effects

      • Nieves García de Frutos, José Manuel Ortega Egea
      Pages 75-90

    4. The Influence of Alcohol Advertising in Underage versus Overage Alcohol Consumption: Affective Responses and Advertising Effectiveness

      • Mª José Miquel-Romero, Franco Manuel Sancho-Esper
      Pages 91-106

    5. The Effectiveness of Emotional and Rational Regulatory (In)congruent Messages for a Fair Trade Campaign

      • Erlinde Cornelis, Leen Adams, Verolien Cauberghe
      Pages 107-118

    6. The Impact of Personality Differences on Efficacy, Attitude and Behavioural Intention in HIV/AIDS Fear Appeal Advertising

      • Marlize Terblanche-Smit, Nic S. Terblanche
      Pages 119-129

  5. Social Interaction and Advertising

    1. Front Matter

      Pages 177-177
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    2. An Investigation of Social Media Usage, Brand Consciousness, and Purchase Intention towards Luxury Products among Millennials

      • Shu-Chuan Chu, Sara Kamal
      Pages 179-190

    3. The Role of Parasocial Interaction and Teleparticipation on Teleshopping Behaviour

      • Rafael Currás-Pérez, María José Miquel-Romero, Carla Ruiz-Mafé, Silvia Sanz-Blas
      Pages 191-213

    4. The Impact of e-WOM: Determinants of Influence

      • Manuela López, María Sicilia
      Pages 215-230

    5. Who’s Afraid of Ubiquitous Promotion? Exploring the Effects of Privacy Concerns

      • Shintaro Okazaki, María Ángeles Navarro-Bailón
      Pages 231-243
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Keywords

About this book

Advances in Advertising Research series are published annually by the European Advertising Academy (EAA). This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain,
on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community. The goal of this book is breaking new ground in both theory and practice. Each chapter tries to shed light on challenging topics and offer insights that are of considerable
value for advancing our knowledge.

About the authors

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. 2)

  • Book Subtitle: Breaking New Ground in Theory and Practice

  • Editors: Shintaro Okazaki

  • Series Title: European Advertising Academy

  • DOI: https://doi.org/10.1007/978-3-8349-6854-8

  • Publisher: Gabler Verlag Wiesbaden

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

  • Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011

  • Softcover ISBN: 978-3-8349-3134-4Published: 21 June 2011

  • eBook ISBN: 978-3-8349-6854-8Published: 21 June 2011

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: XII, 490

  • Number of Illustrations: 44 b/w illustrations

  • Topics: Marketing

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