European Advertising Academy

Advances in Advertising Research (Vol. VI)

The Digital, the Classic, the Subtle, and the Alternative

Editors: Verlegh, Peeter, Voorveld, Hilde, Eisend, Martin (Eds.)

  • New articles in economic sciences

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eBook 63,06 €
price for Spain (gross)
  • ISBN 978-3-658-10558-7
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 83,19 €
price for Spain (gross)
  • ISBN 978-3-658-10557-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 77,75 €
price for Spain (gross)
  • ISBN 978-3-658-14082-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
About this book

This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle, and alternative advertising formats, renowned scholars from around the globe contribute state-of-the-art research on these issues in 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.

About the authors

Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).

Table of contents (30 chapters)

  • Signaling Warmth: How Brand Warmth and Symbolism Affect Consumers’ Online Brand Endorsements

    Bernritter, Mr. Stefan F.

    Pages 1-10

    Preview Buy Chapter 30,19 €
  • PEER: Looking into Consumer Engagement in e-WOM through Social Media

    Ηatzithomas, Dr. Leonidas (et al.)

    Pages 11-24

    Preview Buy Chapter 30,19 €
  • How to Achieve a Social Media Transformation

    Kilgour, Mark, Ph.D. (et al.)

    Pages 25-36

    Preview Buy Chapter 30,19 €
  • Discovering Twitter Metrics for Creative Super Bowl Campaigns

    Oh, Dr. Chong (et al.)

    Pages 37-50

    Preview Buy Chapter 30,19 €
  • Memes at an Exhibition: Consumer Interpretations Of Internet Memes

    Horváth, Dr Dóra (et al.)

    Pages 51-62

    Preview Buy Chapter 30,19 €

Buy this book

eBook 63,06 €
price for Spain (gross)
  • ISBN 978-3-658-10558-7
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 83,19 €
price for Spain (gross)
  • ISBN 978-3-658-10557-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 77,75 €
price for Spain (gross)
  • ISBN 978-3-658-14082-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Advances in Advertising Research (Vol. VI)
Book Subtitle
The Digital, the Classic, the Subtle, and the Alternative
Editors
  • Peeter Verlegh
  • Hilde Voorveld
  • Martin Eisend
Series Title
European Advertising Academy
Copyright
2016
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden
eBook ISBN
978-3-658-10558-7
DOI
10.1007/978-3-658-10558-7
Hardcover ISBN
978-3-658-10557-0
Softcover ISBN
978-3-658-14082-3
Edition Number
1
Number of Pages
XII, 406
Number of Illustrations and Tables
57 b/w illustrations
Topics