Advances in Advertising Research XIV : Harder, Better, Faster, Stronger: Advertising and Communication between Immediacy and Sustainability / edited by Alexandra Vignolles, Martin K.J. Waiguny

Von:

(21. : ICORIA. Veranstaltung (21. : 2023 : Bordeaux) [VerfasserIn]

Mitwirkende(r):

Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: European Advertising AcademyVerlag: Wiesbaden : Springer Fachmedien Wiesbaden, 2024Verlag: Wiesbaden : Imprint: Springer Gabler, 2024Beschreibung: 1 Online-Ressource (VII, 274 p. 33 illus., 17 illus. in color.)ISBN:

9783658447137

Schlagwörter:

Genre/Form:

Konferenzschrift

Andere physische Formen: 9783658447120 | 9783658447144 | 9783658447151 | Erscheint auch als: 9783658447120 Druck-Ausgabe | Erscheint auch als: 9783658447144 Druck-Ausgabe | Erscheint auch als: 9783658447151 Druck-Ausgabe | Erscheint auch als: Advances in Advertising Research XIV. Druck-Ausgabe. 2024. Auflage. Wiesbaden : Springer Fachmedien Wiesbaden GmbH, 2024DOI: DOI: 10.1007/978-3-658-44713-7Online-Ressourcen:

Zugang im Netz des KIT

Zusammenfassung: - The effects of sponsorship termination on the sponsored team’s fans and rival fans -- The effects of social media firestorms on company reputation and consumer behavior -- Let’s Dance a Little Bit -- Debunking greenwashing: Investigating the individual drivers of perceived greenwashing and negative word-of-mouth -- The pressure for the perfect shape -- Advertising -- Primacy Effect on Instagram Stories -- Analyzing verbal content of political spots in the 2020 U.S. presidential election -- A Content Analysis of Hegemonic Masculine Traits in Ghanaian Alcohol Advertisements -- Marketing Client Perceptions of the Advertising Agency Development Process -- Influencer in Fashion Hauls -- Made to Impress -- Consumer Hypocrisy -- An Eye-Tracking Analysis of Visual Attention In The Emotionally Appealing Commercial -- How much is too much -- Entertainment in news media brands -- The effect of humor in obesity-prevention messages and brand advertising -- Striving for More Than Just Profit -- What Kind of Crisis Communication Messages Benefit Corporate Reputation on High and Minimal Responsibility Case -- The power of threat and efficacy in green communication -- Gender-Neutral Pronouns and Consumers' Microaggressions Towards "Them".Zusammenfassung: This volume is a compilation of research presented at the 21st International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2023. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art on advertising research. This volume is intended to academic, professional and student readership. The Editors Alexandra Vignolles is Associate Professor of Marketing at INSEEC Bordeaux and currently Dean of Academic Affairs at INSEEC. Her research addresses consumer behavior, nostalgia and retrobranding. She has published in high-ranked journals. Martin K. J. Waiguny is Professor of Consumer Behaviour and Marketing at the IMC University of Applied Sciences Krems and currently the Academic Head of the university. His research addresses mainly our behaviour with new media like games, social media, and other entertainment formats. Furthermore, he researches children’s consumer behaviour. His research is published in international marketing, management and media journals.PPN: PPN: 1897904983Package identifier: Produktsigel: ZDB-2-SEB | ZDB-2-BUM | ZDB-2-SXBM

Exemplare ( 0 )

Dieser Titel hat keine Exemplare