Advances in Advertising Research (Vol. IV): The Changing Roles of Advertising

Front Matter....Pages I-XII
Front Matter....Pages 1-1
Customer Engagement Behavior: Interacting with Companies and Brands on Facebook....Pages 3-17
Choose Your Ad Paper Type Carefully: How Haptic Ad Paper Characteristics Affect Product Judgments....Pages 19-27
Social Media Engagement that Drives Purchase Behavior....Pages 29-42
Who “Likes” Brands? Exploring the Characteristics of Brand Fans on Facebook....Pages 43-54
Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness....Pages 55-69
Front Matter....Pages 71-71
Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research....Pages 73-85
Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User’s Experience and Their Promotion-proneness....Pages 87-102
Celebrities as Indirect Spokespeople in Advertising....Pages 103-114
The Importance of the Social Context on the Impact of Product Placements....Pages 115-130
Is Website Interactivity Always Beneficial? An Elaboration Likelihood Model Approach....Pages 131-145
Message Framing: How Source Credibility Moderates the Effects of Outcome Type and Outcome Valence....Pages 147-158
Modeling Synergies in Cross-Media Strategies: On-line and Off-line Media....Pages 159-171
Investigating the Entertainment–Persuasion Link: Can Educational Games Influence Attitudes Toward Products?....Pages 173-186
Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns....Pages 187-200
Front Matter....Pages 201-201
Health versus Appearance Focus in One- versus Two-sided Messages Discouraging Sun Tanning....Pages 203-212
The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research....Pages 213-222
”I” Lose, “Others” Gain – Message Framing and Beneficial Appeals in Ads Promoting Green Consumption....Pages 223-232
Developing Different Types of Anticipated Experience Positioning for Electric Cars....Pages 233-243
Value Appeals in Chinese Television Advertising for Automobiles: A Content Analysis....Pages 245-259
Front Matter....Pages 261-261
Face Value: Images of Headless Decorative Models Increase Consumer Identification and Product Attitudes....Pages 263-272
Front Matter....Pages 261-261
Appreciation and Effects of Sponsorship Disclosure....Pages 273-284
When Self-Referencing Cues are Harmful: The Effects of “For You” Statements in Advertisements on Product Attitudes....Pages 285-298
An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis....Pages 299-312
The Influence of Demographic Factors on the Perception of Humane-Oriented (CSR) Appeals in Advertisements: A Multi-Country Analysis....Pages 313-327
Are You Involved? Are You Focused?: The Regulatory Fit and Involvement Effects on Advertisement Effectiveness....Pages 329-340
An Examination of The Effects of Message Content that Categorizes the Customer....Pages 341-350
Cultural Differences? Visual Metaphor in Advertising: Comprehension and Tolerance of Ambiguity in Four European Countries.....Pages 351-364
The Online Behavioural Advertising Icon: Two User Studies....Pages 365-378
Children’s Responses to Traditional Versus Hybrid Advertising: The Moderating Role of Persuasion Knowledge....Pages 379-390
The Effects of Consumers’ Subjective Knowledge on Evaluative Extremity and Product Differentiation....Pages 391-407