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008			210901s2021 gw | o |||| 0|eng d
020			_a9783658322014
024	7		_a10.1007/978-3-658-32201-4 _2doi
040			_aES-VaU _bspa _cES-VaU _dES-VaU
050		4	_aHF5410-5417.5 _b2021 EB
245	0	0	_aAdvances in Advertising Research (Vol. XI) : _bDesigning and Communicating Experience _cedited by Martin KJ Waiguny, Sara Rosengren
250			_a1st ed. 2021.
264		1	_aWiesbaden _c2021 _bSpringer International Publishing
300			_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
490	0		_aEuropean Advertising Academy _x2626-0336
505	0		_aConstruct Confusion in Advertising Research -- Does a Lack of Control Alter Associative Structure of Brands? The Effects for Positioning Familiar and Unfamiliar Brands -- Which message frames and forms best promote political campaigns via social media? -- Can It Hurt to be Honest about Nudging? The Impact of a (Disclosed) Social Norm Nudge on Food Preferences and Choice -- The Impact of Source Credibility on Irish Millennials' Brand Attitudes and Perceptions of Brand Credibility: A Study of Instagram Influencers' Health and Fitness Endorsements -- General language use, language proficiency and language attitudes as predictors of consumer response to the use of Spanish and English in advertising in Chile and Mexico -- Disclaimers in Real Estate Print Advertisements -- "Trust me, I'm an advertiser". The influence of message sidedness and advertiser credibility on readers' perceptions of native advertisements -- A Thematic Exploration of Strong Emotional Appeals Based on Evolutionary Psychology -- Half a century of Super Bowl commercials: a content analysis of humorous advertising styles -- Should Companies Use Tattooed Models in their Advertisements? -- Creating branded entertainment that resonates: Perspectives of multinational award winners -- Advertising Music and the Effects of Incongruity Resolution on Consumer Response -- The Sound Factor in Autoplay Mobile Video Ads -- Battle-Weary Women: The female creatives fighting for leadership in advertising management -- Can Market Mavens be Negative Word of Mouth Senders? The Moderating Role of Assumed-competence and Gender -- Gender Responses to Emotional Appeals in Advertis-ing: Comparing Self-Reports and Facial Expressions -- Sustainability and Diversity Labels in Job Ads and their Effect on Employer Brands -- Children's Perceptions of Sponsorship Disclosures in Online Influencer Videos -- Family decision making and vacation functions in summer tourism - the case of Austrian families -- Replicating the CSR-Advertising-Effectiveness Mod-el: Do Consumers' Attitudes Towards Corporate So-cially Responsible Behavior in the Pharmaceutical In-dustry Change Over Time? -- Empowering claims in CSR tweets: The moderating role of emotion, fit and credibility -- A Cognitive Approach to the Argument Strength × Message Involvement Paradigm in Green Advertising Persuasion.
520			_aThis book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and execution, media placement, as well as online and social media. Distinguishing between digital, classic, subtle and alternative advertising formats, renowned scholars from around the globe contribute state-of the-art research on these issues in 23 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 18th International Conference in Advertising (ICORIA), which was held in Krems (Austria) in June 2019. The conference gathered around 150 participants from all over the world. Editors Prof. Dr. Martin K.J. Waiguny is Chair of the Academic Board and Professor of Marketing and Consumer Behaviour at the IMC University of Applied Sciences Krems, Austria. Sara Rosengren is Professor of Business Administration (Marketing) and Head of Center for Retailing at Stockholm School of Economics.
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-658-32201-4 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
988			_aSpringer_Business_2021
999			_c239432 _d239432