Advances in Advertising Research (Vol. III)

Current Insights and Future Trends

Editors:

ISBN: 978-3-8349-4290-6 (Print) 978-3-8349-4291-3 (Online)

Table of contents (32 chapters)

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  1. Front Matter

    Pages I-XII

  2. Advertising Content, Appeals and Execution

    1. Front Matter

      Pages 1-1

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      Pages 3-16

      Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia

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      Pages 17-28

      Emotional Responses to Nature in Advertising and Real Nature

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      Pages 29-42

      Effects of Slim and Heavy Advertising Models on Appearance, Self-Esteem and Product Evaluations

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      Pages 43-54

      Reducing Choice Conflict for Complex Products through Categorization

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      Pages 55-65

      Immediate and Delayed Effects of Message Sidedness

  3. Corporate Responsibility, Social Issues and Advertising

    1. Front Matter

      Pages 67-67

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      Pages 69-79

      The Impact of Message Sidedness on Adolescents’ Binge Drinking Intentions after Peer Pressure: The Moderating Role of Issue Involvement

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      Pages 81-92

      Effects of Green Seals of Approval on Brand Perceptions

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      Pages 93-103

      The Impact of Health Warnings on Children’s Consumption Decisions

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      Pages 105-117

      Communicating Corporate Social Responsibility: Empty Promises or Smart Strategy?

  4. Social Media, Online and Mobile Advertising

    1. Front Matter

      Pages 119-119

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      Pages 121-135

      Social Media DNA: How Brand Characteristics Shape COBRAs

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      Pages 137-152

      A Brand Equity Model for an Internet Portal Website

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      Pages 153-161

      Social Media Marketing: How Design Features Influence Interactions with Brand Postings on Facebook

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      Pages 163-175

      Moderating Influences on Interactivity Effects

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      Pages 177-190

      The Perceived Usefulness of Online Review Sets: The Role of Balance and Presentation Order

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      Pages 191-207

      Ad Intrusiveness of Location-Based Advertising – A Virtual Reconstruction

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      Pages 209-217

      Will They Come Back Again? Assessing the Effectiveness of QR Code Campaign

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      Pages 219-233

      Online Advertising by Tell-a-Friend Services

  5. Product Placement

    1. Front Matter

      Pages 235-235

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      Pages 237-247

      Subtle Sophistry or Savvy Strategy: Ethical and Effectiveness Issues Regarding Product Placements in Mass Media

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      Pages 249-259

      The Effect of Flow on Implicit Memory of In-Game Brand Placements

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      Pages 261-272

      Brand Placement in Television Shows: Exploring the Role of Program-Induced Moods

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