Get 40% off of select print and eBooks in Engineering & Materials Science!

European Advertising Academy

Advances in Advertising Research X

Multiple Touchpoints in Brand Communication

Editors: Bigne, Enrique, Rosengren, Sara (Eds.)

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

Buy this book

eBook $109.00
price for USA in USD (gross)
  • ISBN 978-3-658-24878-9
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $139.99
price for USA in USD
  • ISBN 978-3-658-24877-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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.

About the authors

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.

Table of contents (18 chapters)

Table of contents (18 chapters)
  • Branded App Engagement: Comparing Apps from Goods and Service Brands

    Pages 3-13

    van Berlo, Zeph M. C. (et al.)

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

    Pages 15-28

    Bidmon, Sonja

  • Influencer Marketing and its Impact on the Advertised Brand

    Pages 29-41

    Tabellion, Jana (et al.)

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

    Pages 43-52

    Hu, Xijia (et al.)

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

    Pages 53-66

    Strycharz, Joanna (et al.)

Buy this book

eBook $109.00
price for USA in USD (gross)
  • ISBN 978-3-658-24878-9
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $139.99
price for USA in USD
  • ISBN 978-3-658-24877-2
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Advances in Advertising Research X
Book Subtitle
Multiple Touchpoints in Brand Communication
Editors
  • Enrique Bigne
  • Sara Rosengren
Series Title
European Advertising Academy
Copyright
2019
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
eBook ISBN
978-3-658-24878-9
DOI
10.1007/978-3-658-24878-9
Hardcover ISBN
978-3-658-24877-2
Series ISSN
2626-0328
Edition Number
1
Number of Pages
XI, 240
Number of Illustrations
34 b/w illustrations
Topics