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Advances in Advertising Research (Vol. XI)

Designing and Communicating Experience

  • Book
  • © 2021

Overview

Editors:
  1. Martin K. J. Waiguny

    1. IMC Krems, Krems an der Donau, Austria

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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

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  • This book provides insights into advertising research
  • Compilation of the 18th International Conference in Advertising in Krems in June 2019
  • State-of the-art research on advances in advertising

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

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Table of contents (23 chapters)

  1. Front Matter

    Pages i-vii
    Download chapter PDF

  2. Construct Confusion in Advertising Research

    • Lars Bergkvist, Tobias Langner
    Pages 1-12

  3. Does a Lack of Control Alter Associative Structure of Brands? The Effects for Positioning Familiar and Unfamiliar Brands

    • Alicja Grochowska, Magdalena Gąsiorowska, Piotr Hajda
    Pages 13-29

  4. Which Message Frames and Forms Best Promote Political Campaigns via Social Media?

    • Meily Mei Fung Cheung, Wai Han Lo, Benson Shu Yan Lam
    Pages 31-45

  5. Can It Hurt to Be Honest About Nudging? the Impact of a (Disclosed) Social Norm Nudge on Food Preferences and Choice

    • Lotte Hallez, Rob Van Roy, Bieke Zaman, Tim Smits
    Pages 47-61

  6. The Impact of Source Credibility on Irish Millennials’ Brand Attitudes and Perceptions of Brand Credibility: A Study of Instagram Influencers’ Health and Fitness Endorsements

    • Andrea Manning, Laurent Muzellec
    Pages 63-76

  7. General Language Use, Language Proficiency and Language Attitudes as Predictors of Consumer Response to the Use of Spanish and English in Advertising in Chile and Mexico

    • Andreu van Hooft, Frank van Meurs, Qudsiyah Braaf
    Pages 77-89

  8. Disclaimers in Real Estate Print Advertisements

    • Emmanuel Mogaji
    Pages 91-103

  9. “Trust Me, I’m an Advertiser”. The Influence of Message Sidedness and Advertiser Credibility on Readers’ Perceptions of Native Advertisements

    • Simone Krouwer, Karolien Poels, Steve Paulussen
    Pages 105-117

  10. A Thematic Exploration of Strong Emotional Appeals Based on Evolutionary Psychology

    • Serena D’Hooge, Patrick Vyncke
    Pages 119-135

  11. Half a Century of Super Bowl Commercials: A Content Analysis of Humorous Advertising Styles

    • Artemis Timamopoulou, Leonidas Hatzithomas, Christina Boutsouki, Maria C. Voutsa
    Pages 137-150

  12. Should Companies Use Tattooed Models in Their Advertisements?

    • Antonia Heberle, Heribert Gierl
    Pages 151-165

  13. Creating Branded Entertainment that Resonates: Perspectives of Multinational Award Winners

    • Marthinus J. C. van Loggerenberg, Carla Enslin, Marlize Terblanche-Smit
    Pages 167-182

  14. Advertising Music and the Effects of Incongruity Resolution on Consumer Response

    • Morteza Abolhasani, Steve Oakes, Zahra Golrokhi
    Pages 183-193

  15. The Sound Factor in Autoplay Mobile Video Ads

    • Eunah Kim, Jisu Huh
    Pages 195-211

  16. Battle-Weary Women: The Female Creatives Fighting for Leadership in Advertising Management

    • Helen Thompson-Whiteside
    Pages 213-223

  17. Can Market Mavens Be Negative Word of Mouth Senders? the Moderating Role of Assumed-Competence and Gender

    • Keigo Taketani, Kei Mineo
    Pages 225-240

  18. Gender Responses to Emotional Appeals in Advertising: Comparing Self-Reports and Facial Expressions

    • Eirini Tsichla, Maria C. Voutsa, Kostoula Margariti, Leonidas Hatzithomas
    Pages 241-253

  19. Sustainability and Diversity Labels in Job Ads and Their Effect on Employer Brands

    • Denise F. Kleiss, Martin K. J. Waiguny
    Pages 255-272

  20. Children’s Perceptions of Sponsorship Disclosures in Online Influencer Videos

    • Esther Rozendaal, Eva A. van Reijmersdal, Margot J. van der Goot
    Pages 273-287
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Keywords

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 23 chapters. Advances in Advertising Research are published by European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world.
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Editors and Affiliations

  • IMC Krems, Krems an der Donau, Austria

    Martin K. J. Waiguny

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

    Sara Rosengren

About the editors

Prof. Dr. Martin K.J. Waiguny is Chair of the Academic Board and Professor of Marketing and Consumer Behaviour at the IMC University of Applied Sciences Krems, Austria.

Sara Rosengren is Professor of Business Administration (Marketing) and Head of Center for Retailing at Stockholm School of Economics.

Bibliographic Information

  • Book Title: Advances in Advertising Research (Vol. XI)

  • Book Subtitle: Designing and Communicating Experience

  • Editors: Martin K. J. Waiguny, Sara Rosengren

  • Series Title: European Advertising Academy

  • DOI: https://doi.org/10.1007/978-3-658-32201-4

  • Publisher: Springer Gabler Wiesbaden

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

  • Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2021

  • Hardcover ISBN: 978-3-658-32200-7Published: 02 September 2021

  • Softcover ISBN: 978-3-658-32203-8Published: 03 September 2022

  • eBook ISBN: 978-3-658-32201-4Published: 01 September 2021

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: VII, 355

  • Number of Illustrations: 35 b/w illustrations

  • Topics: Marketing

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