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The Resource Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice

Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice

Label
Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice
Title
Advances in Advertising Research (Vol. VII)
Title remainder
Bridging the Gap between Advertising Academia and Practice
Creator
Contributor
Subject
Language
eng
Member of
Cataloging source
MiAaPQ
Literary form
non fiction
Nature of contents
dictionaries
Series statement
European Advertising Academy
Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice
Label
Advances in Advertising Research (Vol. VII) : Bridging the Gap between Advertising Academia and Practice
Link
http://libproxy.rpi.edu/login?url=https://ebookcentral.proquest.com/lib/rpi/detail.action?docID=4654017
Publication
Copyright
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Related Agents
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Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Advances in Advertising Research: Bridging the Gap between Advertising Academia and Practice -- Table of Contents -- Part I. Online Advertising/Social Networks -- 1 Consumer Values as Mediators in Social Network Information Search -- 1 Introduction -- 2 Literature Review -- 2.1 Sources of Consumer Information on SNS -- 2.2 SNS's Information Search Motivators -- 3 Methodology -- 3.1 Sample -- 3.2 Measurement -- 4 Results -- 4.1 Validity and Reliability -- 4.2 Model Testing -- 5. Discussion and Implications -- 5.1 Theoretical and Managerial Implications -- 5.2 Limitations and Future Research -- 6. References -- 2 Integration of Consumers into New Product Development by Social Media-Based Crowdsourcing - Findings from the Consumer Goods Industry in Germany -- 1 Introduction -- 2 Research Question -- 3 Method -- 4 Results -- 4.1 Typical Attributes of Social Media-based Idea Contests -- 4.2 Use of Product Configurator as a Toolkit for User Innovation -- 4.3 Success Factors of Social Media-based Idea Contests -- 5 Managerial Implications and Outlook -- 6 References -- 3 The Relationship between Gratifications from Social Networking Site Use and Adolescents' Brand Interactions -- 1 Introduction -- 2 Conceptual Framework -- 3 Method -- 3.1 Sample and Procedure -- 3.2 Measurement -- 4 Results -- 5 Discussion and Implications -- 6 Limitations and Future Research -- 7 Acknowledgments -- 8 References -- 4 Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms -- 1 Introduction -- 2 Effects of Beneficial Ad Appeals for Different Platform Types -- 3 Effects of Personal Characteristics -- 4 Experimental Study -- 5 Conclusion -- 6 References -- 5 Communicating through Brand Websites to Create Unique Brands -- 1 Purpose of the Study -- 2 Method -- 2.1 Study 1: Online Survey
  • 2.2 Result of Study 1 -- 2.3 Study 2: Field Experiment -- 2.4 Result of Study 2 -- 3 Conclusion -- 4 References -- 6 Gaining Attention Online: Do the Levels of ProductInvolvement and Website Interactivity Matter? An Eye-Tracking Approach -- 1 Introduction -- 2 Theoretical Background -- 3 Method -- 4 Findings -- 5 Discussion and Results -- 6 References -- 7 Is Targeting Online Information Diffusers Based on Their Personality Traits and Influencer Types Misleading? -- 1 Introduction -- 2 Literature Review and Hypotheses -- 3 Method -- 4 Results -- 5 Discussion, Limitations and Managerial Implications -- 6 References -- 8 The Effect of Online Customer Reviews' Characteristics on Sales -- 1 Introduction -- 2 Review Valence -- 3 Review Volume and Length -- 4 Method -- 5 Results -- 6 Summary, Managerial Implications, Limitations -- 6.1 Limitations -- 6.2 Managerial Implications -- 7 References -- 9 The Influence of Personal Data Usage on Mobile Apps -- 1 Introduction -- 2 Literature Review and Hypotheses -- 2.1 The Influences of Personalization and Privacy Concerns in Mobile App Usage -- 2.2 Situational Differences -- 3 Analysis and Results -- 3.1 Procedure -- 3.2 Results -- 4 Discussion, Limitations and Managerial Implications -- 5 Acknowledgement -- 6 References -- 7 Appendix -- Part II. Consumer Responses to Advertising -- 10 The Effect of Eroticism in Couple Depictions in Advertisements on Brand Evaluations -- 1 Introduction -- 2 Theoretical Considerations -- 3 Prior Research -- 4 New Experiments -- 4.1 Experiment 1 -- 4.2 Experiment 2 -- 4.3 Experiment 3 -- 5 Implications for Practice -- 6 References -- 11 Model's Age and Target's Age: Effects on Emotions towards and Beliefs about an Ad -- 1 Introduction -- 2 The Conceptual Framework: The Model's Perceived Age and the Target's Age
  • 2.1 The Effect of the Perceived Age of the Model on the Variables of the Advertising Persuasion Process -- 2.2 The Role of Congruency -- 2.3 The Target's Subjective Age -- 3 Research Hypotheses -- 4 Method -- 5 Results -- 6 Discussion, Limitations and Managerial Implications -- 7 References -- 12 Being Hooked by the Archetypal Characters in Drama TV Ads: A Structural Equation Modeling Approach -- 1 Introduction -- 2 Literature Review and Hypotheses -- 2.1 Relating with the Archetypal Characters: Resonance -- 2.2 Engaging with the Ad Narrative:Being Hooked -- 2.3 Emotional Resopnes to the characters: Sympath and Empath -- 2.4 Attitude Toward the Ad (Aad) as an Out come Variable -- 3 Methodology -- 3.1 Procedure -- 3.1.1 Study 1 -- 3.1.2 Study 2 -- 3.2 Measures -- 3.2.1 Archetype Resonance -- 3.2.2 Being Hooked -- 3.2.3 Sympathy and Empathy -- 4 Analysis and Result -- 4.1 Study 1 -- 4.2 Study 2 -- 4.2.1 Reliability and Validity of the Measurement Model -- 4.2.2 Performance of the Measurement Model -- 4.2.3 Performance of the Structural Model -- 5 Discussion, Managerial Implications and Limitations -- 6 References -- 13 The Moderating Role of Congruence between Humor and Fun Climate of the Company on the Effects of Humor in Internet Job Ads -- 1 Introduction -- 2 Literature Review and Hypotheses -- 3 Method -- 3.1 Procedure -- 3.2 Measures -- 4 Results -- 5 Discussion, Limitations and Managerial Implications -- 6 References -- 14 Put It on the Right Side: The Effect of Print AdvertisementLocation on Product Evaluation -- 1 Introduction -- 2 Theoretical Considerations and Prior Research -- 2.1 SNARC Effect -- 2.2 Effect of Left/Right Location -- 2.3 Hypotheses -- 3 Experiment -- 3.1 Experimental Design -- 3.2 Manipulation of the Ad Location -- 3.3 Manipulation of the Price Level -- 3.4 Procedure -- 3.5 Measures and Sample -- 3.6 Results
  • 3.7 Interpretation -- 3.8 Limitations -- 4 Implications for Practice -- 5 References -- 15 The Influence of Majority Agreements on Attitudes -- 1 Introduction -- 2 Previous Research -- 2.1 Comparison of Majority Agreement vs. Disagreement in the HSM Model -- 2.2 Comparison of the Majority-Agreement to the Consensus-Information-Absent Condition -- 2.3 Variables Moderating the Effectiveness of Majority-Agreement Information -- 3 Gap in Research and Hypotheses -- 4 Study -- 5 Implications for Practice -- 6 References -- 16 The Effects of Message Framing and Reference Points of Public Service Announcements on Bystander Intervention in College Students' Binge-Drinking -- 1 Introduction -- 2 Literature Review and Hypotheses -- 2.1 Message Framing -- 2.2 Reference Points in Anti-Drinking Messages -- 2.3 Involvement with Ads and Attitude Toward Ads -- 2.4 Gender Differences in Binge Drinking -- 3 Method -- 3.1 Participants and Procedures -- 3.2 Stimuli and Manipulation Check -- 3.3 Measurement -- 4 Results -- 5 Discussion and Managerial Implications -- 6 References -- 17 How Customers Engage with Brands: A New Framework -- 1 Introduction -- 2 The New Engagement Framework -- 2.1 Company Actions -- 2.2 Customer Motivations -- 2.3 Purchase Behaviors -- 2.4 Customer Brand Dialog Behaviors -- 2.5 Brand Consumption -- 3 Conclusions -- 4 Managerial Implications -- 5 References -- Part III. Culture and Advertising -- 18 Hofstede Cultural Framework and Advertising Research: An Assessment of the Literature -- 1 Introduction -- 2 Hofstede's Cultural Framework and Advertising Research -- 3 Cultural Values: The Desirable and the Desired -- 4 Studied Cultural Dimensions -- 5 Geographic Scope of Studies -- 6 Thematic Areas in Reviewed Studies -- 7 Methodological Considerations -- 7.1 Content Analysis Based Studies -- 7.1.1 Sample Characteristics -- 7.1.2 Data Collection
  • 7.1.3 Reliability -- 7.2 Experimental/ Survey-Based Studies -- 7.2.1 Sample Characteristics -- 7.2.2 Method of Culture Assessment -- 7.2.3 Back-Translations of Survey and Experiment Instruments -- 7.2.4 Reliability and Validity -- 7.2.5 Data Analysis Technique -- 7 Conclusion and Managerial Implications -- 9 References -- 19 The Effects of Different Ad Appeals in Non-Prescription Drug Advertising: A Cross-Cultural Investigation -- 1 Introduction -- 2 Literature Review and Hypotheses -- 3 Method -- 3.1 Stimulus Ads -- 3.2 Measures -- 4 Results -- 5 Discussion, Limitations and Directions for Future Research -- 6 References -- 7 Appendix -- 20 Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage -- 1 Introduction -- 2 Literature Review and Hypotheses -- 3 Method -- 3.1 Data Collection and Sample -- 3.2 Measures -- 4 Data Analysis and Results -- 5 Discussion, Limitations and Future Research -- 6 Managerial Implications -- 7 References -- 21 Profiling Lead Researchers in Advertising Research -- 1 Introduction -- 2 Literature Review -- 3 Method -- 3.1 Sample -- 3.2 Measures and Coding Procedure -- 4 Analysis and Result -- 4.1 Lead Researcher: Stature and Impact -- 4.2 Growing Internationalism in Research Impact -- 4.3 Method Choices -- 4.4 Topics of Enquiry -- 5 Discussion, Implications and Limitations -- 6 References
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{'f': 'http://opac.lib.rpi.edu/record=b4385935'}
Extent
1 online resource (315 pages)
Form of item
online
Isbn
9783658152208
Media category
computer
Media MARC source
rdamedia
Media type code
c
Sound
unknown sound
Specific material designation
remote

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