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Advances in Advertising Research (Vol. IV)

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

Table of Contents

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    Book Overview
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    Chapter 1 Customer Engagement Behavior: Interacting with Companies and Brands on Facebook
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    Chapter 2 Choose Your Ad Paper Type Carefully: How Haptic Ad Paper Characteristics Affect Product Judgments
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    Chapter 3 Social Media Engagement that Drives Purchase Behavior
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    Chapter 4 Who “Likes” Brands? Exploring the Characteristics of Brand Fans on Facebook
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    Chapter 5 Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness
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    Chapter 6 Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research
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    Chapter 7 Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User’s Experience and Their Promotion-proneness
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    Chapter 8 Celebrities as Indirect Spokespeople in Advertising
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    Chapter 9 Advances in Advertising Research (Vol. IV)
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    Chapter 10 Is Website Interactivity Always Beneficial? An Elaboration Likelihood Model Approach
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    Chapter 11 Message Framing: How Source Credibility Moderates the Effects of Outcome Type and Outcome Valence
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    Chapter 12 Modeling Synergies in Cross-Media Strategies: On-line and Off-line Media
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    Chapter 13 Investigating the Entertainment–Persuasion Link: Can Educational Games Influence Attitudes Toward Products?
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    Chapter 14 Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns
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    Chapter 15 Health versus Appearance Focus in One- versus Two-sided Messages Discouraging Sun Tanning
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    Chapter 16 The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research
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    Chapter 17 ”I” Lose, “Others” Gain – Message Framing and Beneficial Appeals in Ads Promoting Green Consumption
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    Chapter 18 Developing Different Types of Anticipated Experience Positioning for Electric Cars
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    Chapter 19 Value Appeals in Chinese Television Advertising for Automobiles: A Content Analysis
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    Chapter 20 Face Value: Images of Headless Decorative Models Increase Consumer Identification and Product Attitudes
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    Chapter 21 Appreciation and Effects of Sponsorship Disclosure
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    Chapter 22 When Self-Referencing Cues are Harmful: The Effects of “For You” Statements in Advertisements on Product Attitudes
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    Chapter 23 An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis
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    Chapter 24 The Influence of Demographic Factors on the Perception of Humane-Oriented (CSR) Appeals in Advertisements: A Multi-Country Analysis
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    Chapter 25 Are You Involved? Are You Focused?: The Regulatory Fit and Involvement Effects on Advertisement Effectiveness
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    Chapter 26 An Examination of The Effects of Message Content that Categorizes the Customer
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    Chapter 27 Cultural Differences? Visual Metaphor in Advertising: Comprehension and Tolerance of Ambiguity in Four European Countries.
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    Chapter 28 The Online Behavioural Advertising Icon: Two User Studies
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    Chapter 29 Children’s Responses to Traditional Versus Hybrid Advertising: The Moderating Role of Persuasion Knowledge
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    Chapter 30 The Effects of Consumers’ Subjective Knowledge on Evaluative Extremity and Product Differentiation
Overall attention for this book and its chapters
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Title
Advances in Advertising Research (Vol. IV)
Published by
Gabler Verlag, May 2013
DOI 10.1007/978-3-658-02365-2
ISBNs
978-3-65-802364-5, 978-3-65-802365-2, 978-3-65-804216-5
Authors

Ilicic, Jasmina, Webster, Cynthia M., Rosengren, Sara, Dahlén, Micael, Okazaki, Shintaro, De Vlieger, Lynn, Hudders, Liselot, Verleye, Gino

Editors

Sara Rosengren, Micael Dahlén, Shintaro Okazaki

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X Demographics

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Mendeley readers

Mendeley readers

The data shown below were compiled from readership statistics for 67 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 67 100%

Demographic breakdown

Readers by professional status Count As %
Student > Ph. D. Student 3 4%
Lecturer 1 1%
Professor 1 1%
Student > Bachelor 1 1%
Professor > Associate Professor 1 1%
Other 1 1%
Unknown 59 88%
Readers by discipline Count As %
Business, Management and Accounting 5 7%
Linguistics 1 1%
Unknown 61 91%