Advances in advertising research. bridging the gap between advertising academia and practice Vol. VII :

"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 con...

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Bibliographic Details
Other Authors: Christodoulides, George, (Editor), Stathopoulou, Anastasia, (Editor), Eisend, Martin, (Editor)
Format: eBook
Language: English
Published: Wiesbaden : [Amsterdam] : Springer Gabler ; European Advertising Academy, [2017]
Series: European advertising academy
Subjects:
Advertising > Research.
elektronické knihy
electronic books
ISBN: 9783658152208
9783658152192
Physical Description: 1 online resource (xi, 315 pages) : illustrations (some color)

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Table of contents

LEADER 05265cam a2200457Ii 4500
001 97827
003 CZ-ZlUTB
005 20240914110814.0
006 m o d
007 cr |||||||||||
008 160829t20172017gw a ob 000 0 eng d
040 |a IDEBK  |b eng  |e rda  |e pn  |c IDEBK  |d N$T  |d YDX  |d OCLCF  |d AZU  |d ISM  |d UAB  |d UPM  |d VT2  |d MMU  |d MUU  |d IOG  |d MERER  |d ESU  |d OCLCQ  |d JBG  |d IAD  |d IDEBK  |d ICW  |d ICN  |d OTZ  |d OCLCQ  |d IAS  |d VLB  |d U3W  |d JG0  |d CAUOI  |d OCLCQ  |d NOC  |d KSU  |d OCLCQ  |d TKN  |d BRX  |d AU@  |d OL$  |d OCLCQ  |d ERF 
020 |a 9783658152208  |q (electronic bk.) 
020 |z 9783658152192  |q (hardcover ;  |q alk. paper) 
024 7 |a 10.1007/978-3-658-15220-8  |2 doi 
035 |a (OCoLC)957655468  |z (OCoLC)957464837  |z (OCoLC)957615871  |z (OCoLC)962322889  |z (OCoLC)974650750 
245 0 0 |a Advances in advertising research.  |n Vol. VII :  |b bridging the gap between advertising academia and practice /  |c George Christodoulides, Anastasia Stathopoulou, Martin Eisend (eds.). 
264 1 |a Wiesbaden :  |b Springer Gabler ;  |a [Amsterdam] :  |b European Advertising Academy,  |c [2017] 
264 4 |c ©2017 
300 |a 1 online resource (xi, 315 pages) :  |b illustrations (some color) 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
490 0 |a European advertising academy 
504 |a Includes bibliographical references. 
505 0 |a Part I: Online advertising/social networks. Consumer values as mediators in social network information search -- Integration of consumers into new product development by social media-based crowdsourcing -- findings from the consumer goods industry in Germany -- The relationship between gratifications from social networking site use and adolescents' brand interactions -- Promoting the shareconomy: effects of beneficial appeals and personal characteristics on the attractiveness of renting and reselling platforms -- Communicating through brand websites to create unique brands -- Gaining attention online: do the levels of product involvement and website interactivity matter? An eye-tracking approach -- Is targeting online information diffusers based on their personality traits and influencer types misleading? -- The effect of online customer reviews' characteristics on sales -- The influence of personal data usage on mobile apps -- Part II: Consumer responses to advertising. The effect of eroticism in couple depictions in advertisements on brand evaluations -- Model's age and target's age: effects on emotions towards and beliefs about an ad -- Being hooked by the archetypal characters in drama TV ads: a structural equation modeling approach -- The moderating role of congruence between humor and fun climate of the company on the effects of humor in internet job ads -- Put it on the right side: the effect of print advertisement location on product evaluation -- The influence of majority agreements on attitudes -- The effects of message framing and reference points of public service announcements on bystander intervention in college students' binge-drinking -- How customers engage with brands: a new framework -- Part III: Culture and advertising. Hofstede cultural framework and advertising research: an assessment of the literature -- The effects of different ad appeals in non-prescription drug advertising: a cross-cultural investigation -- Examining the mediating role of integrated marketing communication on the relationship between adhocracy culture and brand advantage -- Profiling lead researchers in advertising research. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
520 |a "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"--Publisher's description. 
590 |a SpringerLink  |b Springer Complete eBooks 
650 0 |a Advertising  |x Research. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Christodoulides, George,  |e editor. 
700 1 |a Stathopoulou, Anastasia,  |e editor. 
700 1 |a Eisend, Martin,  |e editor. 
710 2 |a European Advertising Academy,  |e issuing body. 
776 0 8 |i Print version:  |t Advances in advertising research. Vol. VII.  |d Wiesbaden, Germany : Springer Gabler, ©2017  |z 3658152192  |w (DLC) 2016948296  |w (OCoLC)953842857 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://link.springer.com/10.1007/978-3-658-15220-8  |y Plný text 
992 |c NTK-SpringerBM 
999 |c 97827  |d 97827 
993 |x NEPOSILAT  |y EIZ 

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