Advances in Advertising Research (Vol. III)

Current Insights and Future Trends

  • Martin Eisend
  • Tobias Langner
  • Shintaro Okazaki

Part of the European Advertising Academy book series (EAA)

Table of contents

  1. Front Matter
    Pages I-XII
  2. Advertising Content, Appeals and Execution

    1. Front Matter
      Pages 1-1
    2. Patrick Hartmann, Vanessa Apaolaza-Ibanez
      Pages 17-28
    3. Franziska Kuster, Martin Eisend
      Pages 55-65
  3. Corporate Responsibility, Social Issues and Advertising

    1. Front Matter
      Pages 67-67
    2. Lars Bergkvist, Patrick Crotty, Hanna Hjalmarson
      Pages 81-92
    3. Gunnar Mau, Celina Steffen, Hanna Schramm-Klein, Sascha Steinmann
      Pages 93-103
    4. Christian Boris Brunner, Franz-Rudolf Esch, Nadine Kinscher
      Pages 105-117
  4. Social Media, Online and Mobile Advertising

    1. Front Matter
      Pages 119-119
    2. Daniel G. Muntinga, Edith Smit, Marjolein Moorman
      Pages 121-135
    3. Philipp A. Rauschnabel, Sandra Praxmarer, Bjorn S. Ivens
      Pages 153-161
    4. Hilde Voorveld, Guda van Noort
      Pages 163-175
    5. Nathalia Purnawirawan, Patrick De Pelsmacker, Nathalie Dens
      Pages 177-190
    6. Arief Ernst Hühn, Paul Ketelaar, Vassilis-Javed Khan, Andrés Lucero, Marnix van Gisbergen, Hans Bouwknegt
      Pages 191-207
    7. Shintaro Okazaki, Ángeles Navarro, Sara Campo
      Pages 209-217
    8. Günter Silberer, Christoph Henning, Sascha Steinmann
      Pages 219-233
  5. Product Placement

    1. Front Matter
      Pages 235-235
    2. Snezhanka Kazakova, Verolien Cauberghe, Dieter Thijs
      Pages 249-259
    3. Peggy Rathmann, Alexander Leischnig, Margit Enke
      Pages 261-272
  6. Gender, Children and Advertising

    1. Front Matter
      Pages 273-273
    2. Martin K. J. Waiguny, Alexandra Pevny, Ralf Terlutter
      Pages 303-319
    3. Eva A. van Reijmersdal, Esther Rozendaal, Moniek Buijzen
      Pages 321-329
    4. Katarina Panic, Verolien Cauberghe, Patrick De Pelsmacker
      Pages 331-340
  7. Advertising Content, Appeals and Execution

    1. Front Matter
      Pages 341-341
    2. Sara Rosengren, Micael Dahlén
      Pages 343-351
    3. Martin Eisend, Silke Knoll, Susanne Schmidt, Ruziye Canbazoglu
      Pages 353-363
  8. Consumers, Companies, Brands and their Relationships

    1. Front Matter
      Pages 379-379
    2. Timothy L. Keiningham, Lerzan Aksoy, Edward C. Malthouse, Alexander Bouye, Bart Lariviere
      Pages 381-390
    3. Maarten Tolboom, Fred Bronner, Edith Smit
      Pages 391-402
    4. Don Schultz, Edward C. Malthouse, Doreen Pick
      Pages 421-432

About this book


Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th International Conference on Research in Advertising (ICORIA) which was held in Berlin (Germany) in June 2011. In the face of an ever increasing number of products and services, as well as an increasingly cluttered media environment, advertising research is confronted with multiple challenges. Against this background, the book provides international state-of-the-art research with 32 articles by renowned scholars from the worldwide ICORIA network.


Editors and affiliations

  • Martin Eisend
    • 1
  • Tobias Langner
    • 2
  • Shintaro Okazaki
    • 3
  1. 1.European University Viadrina Frankfurt (Oder)FrankfurtGermany
  2. 2.Bergische University WuppertalWuppertalGermany
  3. 3.Universidad Autónoma de MadridMadridSpain

Bibliographic information