Advances in Advertising Research VIII

Challenges in an Age of Dis-Engagement

  • Vesna Zabkar
  • Martin Eisend

Part of the European Advertising Academy book series (EAA)

Table of contents

  1. Front Matter
    Pages I-XI
  2. Kostoula Margariti, Christina Boutsouki, Leonidas Hatzithomas, Yorgos Zotos
    Pages 1-15
  3. Ini Vanwesenbeeck, Suzanna J. Opree, Tim Smits
    Pages 45-57
  4. Ewa Maslowska, Edward C. Malthouse, Vijay Viswanathan
    Pages 59-70
  5. Jose Manuel Ausin, Jaime Guixeres, Enrique Bigné, Mariano Alcañiz
    Pages 109-122
  6. Antonia Kraus, Heribert Gierl
    Pages 169-182
  7. Edith G. Smit, Claire M. Segijn, Wendalin van de Giessen, Verena M. Wottrich, Lisa Vandeberg, Hilde A. M. Voorveld
    Pages 197-212
  8. Fanny V. Dobrenova, Sonja Grabner-Kräuter, Sandra Diehl, Ralf Terlutter
    Pages 253-267

About this book

Introduction

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents.

Contents

  •       Advertising Media, Content, Audiences
  •       Advertising Processing and Reception
  •       Online Advertising and Communication
  •       Advertising Effectiveness 

Target Grou

ps

  • Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas

The Editors

Vesna Zabkar, Ph.D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana.  

Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Keywords

Branding Media Marketing Communication Audiences

Editors and affiliations

  • Vesna Zabkar
    • 1
  • Martin Eisend
    • 2
  1. 1.University of LjubljanaFaculty of Economics LjubljanaSlovenia
  2. 2.Faculty of Business Administration and EconomicsEuropean University Viadrina Frankfurt (Oder)Germany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-658-18731-6
  • Copyright Information Springer Fachmedien Wiesbaden GmbH 2017
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management
  • Print ISBN 978-3-658-18730-9
  • Online ISBN 978-3-658-18731-6
  • About this book