Advances in Advertising Research (Vol. IV)

The Changing Roles of Advertising

  • Sara Rosengren
  • Micael Dahlén
  • Shintaro Okazaki

Part of the EAA Series book series

Table of contents

  1. Front Matter
    Pages I-XII
  2. The Roles of Advertising

    1. Front Matter
      Pages 1-1
    2. Edward C Malthouse, Mark Vandenbosch, Su Jung Kim
      Pages 29-42
    3. Philipp Rauschnabel, Gunnar Mau, Björn Sven Ivens
      Pages 43-54
  3. The Faces of Advertising

  4. Perceptions of Advertising

    1. Front Matter
      Pages 201-201
    2. Erlinde Cornelis, Verolien Cauberghe, Patrick De Pelsmacker
      Pages 203-212
    3. Lynn De Vlieger, Liselot Hudders, Gino Verleye
      Pages 213-222

About this book

Introduction

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.

 

Contents

·         The Roles of Advertising

·         The Faces of Advertising

·         Perceptions of Advertising

·         Reception of Advertising

 

Target Groups

·         Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management

 

The Editors:

Sara Rosengren and Micael Dahlén work at the Stockholm School of Economics.

Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain.

Editors and affiliations

  • Sara Rosengren
    • 1
  • Micael Dahlén
    • 2
  • Shintaro Okazaki
    • 3
  1. 1.School of EconomicsStockholmSweden
  2. 2.School of EconomicsStockholmSweden
  3. 3.Depto. FinanciacioneUniversidad Autonoma de Madrid Fac. Ciencias Econ. y EmpresarialesMadridSpain

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-658-02365-2
  • Copyright Information Springer Fachmedien Wiesbaden 2013
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-658-02364-5
  • Online ISBN 978-3-658-02365-2
  • Series Print ISSN 1869-6929
  • Series Online ISSN 1869-6937
  • About this book
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