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Advances in Advertising Research (Vol. VII)

Overview of attention for book
Advances in Advertising Research (Vol. VII)
Gabler Verlag

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 19: The Effects of Different Ad Appeals in Non-Prescription Drug Advertising: A Cross-Cultural Investigation
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Citations

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Chapter title
The Effects of Different Ad Appeals in Non-Prescription Drug Advertising: A Cross-Cultural Investigation
Chapter number 19
Book title
Advances in Advertising Research (Vol. VII)
Published by
Springer Gabler, Wiesbaden, January 2017
DOI 10.1007/978-3-658-15220-8_19
Book ISBNs
978-3-65-815219-2, 978-3-65-815220-8
Authors

Isabell Koinig, Sandra Diehl, Barbara Mueller, Koinig, Isabell, Diehl, Sandra, Mueller, Barbara

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Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 4 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 4 100%

Demographic breakdown

Readers by professional status Count As %
Lecturer 1 25%
Student > Master 1 25%
Unknown 2 50%
Readers by discipline Count As %
Business, Management and Accounting 2 50%
Unknown 2 50%

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