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Is All that Glitters Gold, Actually? Exploring Advertising Impact of Refined Premium Print

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Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

In times of global competition and recession refined premium printed advertising formats can help to differentiate brand communication. Marketers are facing erosion of customer attention using the leveraging advertising effect of refined premium print. We show that refined premium printed advertisements leverage both, affective and conative behavior.

Keywords

  • Consumer Behavior
  • Purchase Intention
  • Price Premium
  • Advertise Product
  • Advertising Effort

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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  • DOI: 10.1007/978-3-319-11797-3_104
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© 2015 Academy of Marketing Science

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Hampel, S., Heinrich, D., Bauer, H.H. (2015). Is All that Glitters Gold, Actually? Exploring Advertising Impact of Refined Premium Print. In: Deeter-Schmelz, D. (eds) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11797-3_104

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