Advances in Advertising Research (Vol. III): Current Insights and Future Trends

Front Matter....Pages I-XII
Front Matter....Pages 1-1
Response to Probability Markers in Advertising of Hedonic and Utilitarian Services in Belgium and Croatia....Pages 3-16
Emotional Responses to Nature in Advertising and Real Nature....Pages 17-28
Effects of Slim and Heavy Advertising Models on Appearance, Self-Esteem and Product Evaluations....Pages 29-42
Reducing Choice Conflict for Complex Products through Categorization....Pages 43-54
Immediate and Delayed Effects of Message Sidedness....Pages 55-65
Front Matter....Pages 67-67
The Impact of Message Sidedness on Adolescents’ Binge Drinking Intentions after Peer Pressure: The Moderating Role of Issue Involvement....Pages 69-79
Effects of Green Seals of Approval on Brand Perceptions....Pages 81-92
The Impact of Health Warnings on Children’s Consumption Decisions....Pages 93-103
Communicating Corporate Social Responsibility: Empty Promises or Smart Strategy?....Pages 105-117
Front Matter....Pages 119-119
Social Media DNA: How Brand Characteristics Shape COBRAs....Pages 121-135
A Brand Equity Model for an Internet Portal Website....Pages 137-152
Social Media Marketing: How Design Features Influence Interactions with Brand Postings on Facebook....Pages 153-161
Moderating Influences on Interactivity Effects....Pages 163-175
The Perceived Usefulness of Online Review Sets: The Role of Balance and Presentation Order....Pages 177-190
Ad Intrusiveness of Location-Based Advertising – A Virtual Reconstruction....Pages 191-207
Will They Come Back Again? Assessing the Effectiveness of QR Code Campaign....Pages 209-217
Online Advertising by Tell-a-Friend Services....Pages 219-233
Front Matter....Pages 235-235
Subtle Sophistry or Savvy Strategy: Ethical and Effectiveness Issues Regarding Product Placements in Mass Media....Pages 237-247
The Effect of Flow on Implicit Memory of In-Game Brand Placements....Pages 249-259
Brand Placement in Television Shows: Exploring the Role of Program-Induced Moods....Pages 261-272
Front Matter....Pages 273-273
Masculinity Representations in Men’s Lifestyle Magazine Ads: A Cross-Ccultural and Cross-Racial Comparison....Pages 275-290
Gender and Age as Factors Influencing Consumer Responses to Soft-sell Ads – A Multi-country Comparison....Pages 291-302
When Xmas Wishes are Brands: Wishing Behavior of Children....Pages 303-319
Brand Prominence in Advergames: Effects on Children’s Explicit and Implicit Memory....Pages 321-329
Promoting Dental Care to Children Using Traditional and Interactive Mng Tedia Followihreat Appeals....Pages 331-340
Front Matter....Pages 341-341
Creative Media Choice as a Marketing Signal....Pages 343-351
How Does Shifting Ad Budgets Impact Trust in Advertising Media?....Pages 353-363
When Bad is Good: The Creative Conundrum of Agency- Client Relationships....Pages 365-377
Front Matter....Pages 379-379
The Cumulative Effect of Transaction-Specific Satisfaction on Share of Wallet: A Longitudinal Investigation....Pages 381-390
The Potential Danger of Negative Free Publicity for the Consumer-Brand Relationship....Pages 391-402
Why Organizations Systematically Engage in Employer Branding: A Conceptual Framework....Pages 403-419
From CM to CRM to CN 2 : A Research Agenda for the Marketing Communications Transition....Pages 421-432