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  • Open Access
  • © 2017

Advances in Advertising Research (Vol. VII)

Bridging the Gap between Advertising Academia and Practice

Editors:

  1. George Christodoulides

    1. School of BEI, Birkbeck, University of London, London, United Kingdom

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  2. Anastasia Stathopoulou

    1. School of BEI, Birkbeck, University of London, London, United Kingdom

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    You can also search for this editor in PubMed   Google Scholar

  3. Martin Eisend

    1. Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

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    You can also search for this editor in PubMed   Google Scholar

  • Publication in the field of economic sciences.

  • Consumer Responses to Advertising

  • Culture and Advertising

  • Includes supplementary material: sn.pub/extras

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

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eBook USD 109.00
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  • ISBN: 978-3-658-15220-8
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Softcover Book USD 139.99
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Table of contents (21 chapters)

  1. Front Matter

    Pages I-XI
    PDF

  2. Online Advertising/Social Networks

    1. Front Matter

      Pages 1-1
      PDF

    2. Consumer Values as Mediators in Social Network Information Search

      • Shalom Levy, Ofrit Kol, Israel D. Nebenzahl
      Pages 3-14

    4. The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions

      • Patrick Hartmann, Vanessa Apaolaza, Jiaxun He, Jose M. Barrutia, Carmen Echebarria
      Pages 29-41

    8. Is Targeting Online Information Diffusers Based on Their Personality Traits and Influencer Types Misleading?

      • Anik St-Onge, Sylvain Senecal, Marc Fredette, Jacques Nantel
      Pages 79-86

    9. The Effect of Online Customer Reviews’ Characteristics on Sales

      • Ewa Maslowska, Edward C. Malthouse, Stefan F. Bernritter
      Pages 87-100

    10. The Influence of Personal Data Usage on Mobile Apps

      • Morikazu Hirose, Kei Mineo, Keiya Tabe
      Pages 101-113

  3. Consumer Responses to Advertising

    1. Front Matter

      Pages 115-115
      PDF

    3. Model’s Age and Target’s Age: Effects on Emotions towards and Beliefs about an Ad

      • Corinne Chevalier, Marie-Christine Lichtlé
      Pages 133-150

    7. The Influence of Majority Agreements on Attitudes

      • Heribert Gierl, Franziska Oefele
      Pages 199-214

    9. How Customers Engage with Brands: A New Framework

      • Ewa Maslowska, Edward C. Malthouse, Tom Collinger
      Pages 231-243
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About this book

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.

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Keywords

  • Branding
  • Media
  • Marketing
  • Communication
  • Social Networks
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Editors and Affiliations

  • School of BEI, Birkbeck, University of London, London, United Kingdom

    George Christodoulides, Anastasia Stathopoulou

  • Faculty of BA and Economics , European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

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About 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. 
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Bibliographic Information

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

  • Book Subtitle: Bridging the Gap between Advertising Academia and Practice

  • Editors: George Christodoulides, Anastasia Stathopoulou, Martin Eisend

  • Series Title: European Advertising Academy

  • DOI: https://doi.org/10.1007/978-3-658-15220-8

  • Publisher: Springer Gabler Wiesbaden

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

  • Copyright Information: Springer Fachmedien Wiesbaden 2017

  • Hardcover ISBN: 978-3-658-15219-2Published: 13 September 2016

  • Softcover ISBN: 978-3-658-21514-9Published: 15 June 2018

  • eBook ISBN: 978-3-658-15220-8Published: 24 August 2016

  • Series ISSN: 2626-0328

  • Series E-ISSN: 2626-0336

  • Edition Number: 1

  • Number of Pages: XI, 315

  • Number of Illustrations: 51 b/w illustrations

  • Topics: Marketing

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eBook USD 109.00
Price excludes VAT (USA)
  • ISBN: 978-3-658-15220-8
  • Instant PDF download
  • Readable on all devices
  • Own it forever
  • Exclusive offer for individuals only
  • Tax calculation will be finalised during checkout
Softcover Book USD 139.99
Price excludes VAT (USA)
Hardcover Book USD 139.99
Price excludes VAT (USA)
Learn about institutional subscriptions