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Advances in advertising research XIV = harder, better, faster, stronger : advertising and communication between immediacy and sustainability /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Advances in advertising research XIV/ edited by Alexandra Vignolles, Martin K.J. Waiguny.
其他題名:	harder, better, faster, stronger : advertising and communication between immediacy and sustainability /
其他題名:	Advances in advertising research 14
其他作者:	Waiguny, Martin K. J.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2024.,
面頁冊數:	vii, 274 p. :ill. (some col.), digital ; : 24 cm.;
Contained By:	Springer Nature eBook
標題:	Marketing. -
電子資源:	https://doi.org/10.1007/978-3-658-44713-7
ISBN:	9783658447137

Advances in advertising research XIV = harder, better, faster, stronger : advertising and communication between immediacy and sustainability /
Advances in advertising research XIVharder, better, faster, stronger : advertising and communication between immediacy and sustainability /[electronic resource] :Advances in advertising research 14edited by Alexandra Vignolles, Martin K.J. Waiguny. - Wiesbaden :Springer Fachmedien Wiesbaden :2024. - vii, 274 p. :ill. (some col.), digital ;24 cm. - European advertising academy,2626-0336. - European advertising academy..

- 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".

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.

ISBN: 9783658447137

Standard No.: 10.1007/978-3-658-44713-7doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5823 / .A167 2024

Dewey Class. No.: 659.1

Advances in advertising research XIV = harder, better, faster, stronger : advertising and communication between immediacy and sustainability /
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