Advances in Advertising Research (Vol. VI): The Digital, the Classic, the Subtle, and the Alternative

Front Matter....Pages I-XII
Front Matter....Pages 13-13
Signaling Warmth: How Brand Warmth and Symbolism Affect Consumers’ Online Brand Endorsements....Pages 1-10
PEER: Looking into Consumer Engagement in e-WOM through Social Media....Pages 11-24
How to Achieve a Social Media Transformation....Pages 25-36
Discovering Twitter Metrics for Creative Super Bowl Campaigns....Pages 37-50
Memes at an Exhibition: Consumer Interpretations Of Internet Memes....Pages 51-62
Watch it! The Influence of Forced Pre-roll Video Ads on Consumer Perceptions....Pages 63-73
The Role of Stereoscopic 3D Virtual Reality in Fashion Advertising and Consumer Learning....Pages 75-83
Effects of Online Review Response Strategies on Attitudes toward the Hotel....Pages 85-98
Front Matter....Pages 99-99
Understanding Agency-Client Relationships Better Through Clients’ Perceptions of Value and Value Antecedents....Pages 101-113
The Effects of Emotional Television Advertising on Older and Younger Adults....Pages 115-124
Don’t Hate me Because I am Beautiful: Identifying the Relative Influence of Celebrity Attractiveness and Character Traits on Credibility....Pages 125-134
The Selective Avoidance of Threat Appeals in Right-Wing Populist Political Ads: An Implicit Cognition Approach Using Eye-Tracking Methodology.....Pages 135-145
The Effects of Gender Egalitarian Appeals in Advertisements on American Consumers....Pages 147-161
An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis of Belgian Ads....Pages 163-177
Towards A Revised Theory of Visual Signification....Pages 179-199
Message Strategy Typologies: A Review, Integration, and Empirical Validation in China....Pages 201-213
Understanding Employee Perceptions of Advertising Effectiveness....Pages 215-225
Front Matter....Pages 227-227
The Immediate and Delayed Effect of an Advertiser Funded Program on Consumers’ Brand Attitudes: A Field Study....Pages 229-240
Children’s Advertising Literacy for New Advertising Formats: The Mediating Impact of Advertising Literacy on the (Un)Intended Effects of Advergames and Advertising Funded Programs.....Pages 241-252
Distinguishing Implicit from Explicit Brand Attitudes in Brand Placement Research....Pages 253-267
Front Matter....Pages 227-227
Implicit and Explicit Measures: What Their Dissociations Reveal About the Workings of Advertising....Pages 269-279
Hindering Facial Mimicry in Ad Viewing: Effects On Consumers’ Emotions, Attitudes and Purchase Intentions....Pages 281-288
Front Matter....Pages 289-289
Creative Media Use Increases Online Sharing of Your Ad (but Seems Less Effective for Your Brand)....Pages 291-308
The Underlying Processes of Creative Media Advertising....Pages 309-323
Creative vs. Traditional Media Choice: Effects on Word-of-Mouth and Purchase Intention....Pages 325-335
The Effects of Floor Advertising Directed to Children in a Food Retail Environment....Pages 337-349
Effects of Multilingual Product Packaging on Product Attitude, Perceived Quality, and Taste Perceptions....Pages 351-363
The Power of Symbolic Packaging Cues....Pages 365-378
I Love You Just The Way You Are: When Large Degrees of Logo Change Hurt Information Processing and Brand Evaluation....Pages 379-393
The Effect of Evoked Feelings and Cognitions, Parent Brand Fit, Experiences and Brand Personality on the Adoption Intention of Branded Electric Cars for Early and Late Adopter Segments....Pages 395-406