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Advances in Advertising Research (Vol. VII)

Bridging the Gap between Advertising Academia and Practice

  • George Christodoulides
  • Anastasia Stathopoulou
  • Martin Eisend

Part of the European Advertising Academy book series (EAA)

Table of contents

  1. Front Matter
    Pages I-XI
  2. Online Advertising/Social Networks

  3. Consumer Responses to Advertising

  4. Culture and Advertising

    1. Front Matter
      Pages 245-245
    2. Lucia Porcu, Salvador del Barrio-García, Juan Miguel Alcántara-Pilar, Esmeralda Crespo-Almendros
      Pages 281-295
    3. Terri H. Chan, Caleb H. Tse
      Pages 297-315

About this book

Introduction

Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia.

Contents
• Online Advertising/Social Networks
• Consumer Responses to Advertising
• Culture and Advertising

Target Groups
• Researchers, instructors, students, and practitioners in the fields of advertising, communication, marketing and media management. 

The Editors
George Christodoulides is Professor of Marketing and Assistant Dean for Research at Birkbeck, University of London.
Anastasia Stathopoulou is Lecturer in Marketing at Birkbeck, University of London.
Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Keywords

Branding Media Marketing Communication Social Networks

Editors and affiliations

  • George Christodoulides
    • 1
  • Anastasia Stathopoulou
    • 2
  • Martin Eisend
    • 3
  1. 1.School of BEIBirkbeck, University of LondonLondonUnited Kingdom
  2. 2.School of BEIBirkbeck, University of LondonLondonUnited Kingdom
  3. 3.Faculty of BA and Economics European University ViadrinaFrankfurt (Oder)Germany

Bibliographic information