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Advances in Advertising Research (Vol. VII)

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Cover of 'Advances in Advertising Research (Vol. VII)'

Table of Contents

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    Book Overview
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    Chapter 1 Consumer Values as Mediators in Social Network Information Search
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    Chapter 2 Integration of Consumers into New Product Development by Social Media-Based Crowdsourcing – Findings from the Consumer Goods Industry in Germany
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    Chapter 3 The Relationship between Gratifications from Social Networking Site Use and Adolescents’ Brand Interactions
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    Chapter 4 Promoting the Shareconomy: Effects of Beneficial Appeals and Personal Characteristics on the Attractiveness of Renting and Reselling Platforms
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    Chapter 5 Communicating through Brand Websites to Create Unique Brands
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    Chapter 6 Gaining Attention Online: Do the Levels of Product Involvement and Website Interactivity Matter? An Eye-Tracking Approach
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    Chapter 7 Is Targeting Online Information Diffusers Based on Their Personality Traits and Influencer Types Misleading?
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    Chapter 8 The Effect of Online Customer Reviews’ Characteristics on Sales
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    Chapter 9 The Influence of Personal Data Usage on Mobile Apps
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    Chapter 10 The Effect of Eroticism in Couple Depictions in Advertisements on Brand Evaluations
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    Chapter 11 Model’s Age and Target’s Age: Effects on Emotions towards and Beliefs about an Ad
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    Chapter 12 Being Hooked by the Archetypal Characters in Drama TV Ads: A Structural Equation Modeling Approach
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    Chapter 13 The Moderating Role of Congruence between Humor and Fun Climate of the Company on the Effects of Humor in Internet Job Ads
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    Chapter 14 Put It on the Right Side: The Effect of Print Advertisement Location on Product Evaluation
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    Chapter 15 The Influence of Majority Agreements on Attitudes
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    Chapter 16 The Effects of Message Framing and Reference Points of Public Service Announcements on Bystander Intervention in College Students’ Binge-Drinking
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    Chapter 17 How Customers Engage with Brands: A New Framework
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    Chapter 18 Hofstede Cultural Framework and Advertising Research: An Assessment of the Literature
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    Chapter 19 The Effects of Different Ad Appeals in Non-Prescription Drug Advertising: A Cross-Cultural Investigation
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    Chapter 20 Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage
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    Chapter 21 Profiling Lead Researchers in Advertising Research
Attention for Chapter 20: Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage
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Chapter title
Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage
Chapter number 20
Book title
Advances in Advertising Research (Vol. VII)
Published by
Springer Gabler, Wiesbaden, January 2017
DOI 10.1007/978-3-658-15220-8_20
Book ISBNs
978-3-65-815219-2, 978-3-65-815220-8
Authors

Lucia Porcu, Salvador del Barrio-García, Juan Miguel Alcántara-Pilar, Esmeralda Crespo-Almendros, Porcu, Lucia, del Barrio-García, Salvador, Alcántara-Pilar, Juan Miguel, Crespo-Almendros, Esmeralda

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Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 8 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 8 100%

Demographic breakdown

Readers by professional status Count As %
Student > Ph. D. Student 2 25%
Student > Master 2 25%
Unknown 4 50%
Readers by discipline Count As %
Business, Management and Accounting 2 25%
Economics, Econometrics and Finance 1 13%
Social Sciences 1 13%
Unknown 4 50%

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