Advances in Advertising Research (Vol. VI)

1. Front Matter

   Pages I-XII

   PDF

2. Part I. The Digital: Advertising in Online and Social Media

   1. Front Matter

      Pages 13-13

      PDF

   2. Signaling Warmth: How Brand Warmth and Symbolism Affect Consumers’ Online Brand Endorsements

      • Stefan F. Bernritter

      Pages 1-10

   3. PEER: Looking into Consumer Engagement in e-WOM through Social Media

      • Leonidas Ηatzithomas, Christina Boutsouki, Vassilis Pigadas, Yorgos Zotos

      Pages 11-24

   4. How to Achieve a Social Media Transformation

      • Mark Kilgour, Sheila Sasser, Roy Larke

      Pages 25-36

   5. Discovering Twitter Metrics for Creative Super Bowl Campaigns

      • Chong Oh, Sheila Sasser, Chelsea Lockwood-White, Soliman Almahmoud

      Pages 37-50

   6. Memes at an Exhibition: Consumer Interpretations Of Internet Memes

      • Dóra Horváth, Ariel Mitev

      Pages 51-62

   7. Watch it! The Influence of Forced Pre-roll Video Ads on Consumer Perceptions

      • Sabrina M. Hegner, Daniël C. Kusse, Ad T. H. Pruyn

      Pages 63-73

   8. The Role of Stereoscopic 3D Virtual Reality in Fashion Advertising and Consumer Learning

      • Kung Wong Lau, Pui Yuen Lee

      Pages 75-83

   9. Effects of Online Review Response Strategies on Attitudes toward the Hotel

      • Heike Kniesel, Martin K. J. Waiguny, Sandra Diehl

      Pages 85-98

3. Part II. The Classic: Advertising Strategies for Print, TV and Radio

   1. Front Matter

      Pages 99-99

      PDF

   2. Understanding Agency-Client Relationships Better Through Clients’ Perceptions of Value and Value Antecedents

      • Maja Arslanagic-Kalajdzic, Vesna Zabkar

      Pages 101-113

   3. The Effects of Emotional Television Advertising on Older and Younger Adults

      • Margot J. van der Goot, Eva A. van Reijmersdal, Mariska Kleemans

      Pages 115-124

   4. Don’t Hate me Because I am Beautiful: Identifying the Relative Influence of Celebrity Attractiveness and Character Traits on Credibility

      • Nora J. Rifon, Mengtian Jiang, Sookyong Kim

      Pages 125-134

   5. The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology.

      • Jörg Matthes, Franziska Marquart, Florian Arendt, Anke Wonneberger

      Pages 135-145

   6. The Effects of Gender Egalitarian Appeals in Advertisements on American Consumers

      • Barbara Mueller, Sandra Diehl, Ralf Terlutter

      Pages 147-161

   7. An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis of Belgian Ads

      • Ivana Bušljeta Banks, Patrick De Pelsmacker

      Pages 163-177

   8. Towards A Revised Theory of Visual Signification

      • Lampros Gkiouzepas, Margaret K. Hogg

      Pages 179-199

   9. Message Strategy Typologies: A Review, Integration, and Empirical Validation in China

      • Liyong Wang, Carolus L. C. Praet

      Pages 201-213

   10. Understanding Employee Perceptions of Advertising Effectiveness

       • Niklas Bondesson, Sara Rosengren

       Pages 215-225

This 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 30 chapters. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 13th International Conference in Advertising (ICORIA), which was held in Amsterdam (The Netherlands) in June 2014. The conference gathered around 150 participants from diverse countries from Europe, North-America, Asia, and Australia.

• Branding
• Communication
• Marketing
• Media
• Social Media

• Department of Marketing, Vrije Universiteit, Amsterdam, The Netherlands

  Peeter Verlegh

• ASCoR, University of Amsterdam, Amsterdam, The Netherlands

  Hilde Voorveld

• Lehrstuhl für BWL, insb. Internationales Marketing, Europa-Universität Viadrina, Frankfurt (Oder), Germany

  Martin Eisend

Peeter Verlegh is Professor of Marketing at the VU University Amsterdam. Hilde Voorveld is Assistant Professor at the Amsterdam School of Communication Research at the University of Amsterdam. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder).

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