Conducting state-of-the-art cross-cultural research
Charles R. Taylor
págs. 627-631
Dreaming out loud on Pinterest: New forms of indirect persuasion
Barbara J. Phillips, Jessica Miller, Edward F. McQuarrie
págs. 633-655
Brand followers: Consumer motivation and attitude towards brand communications on Twitter
Eun Sook Kwon, Eunice Kim, Yongjun Sung, Chan Yun Yoo
págs. 657-680
Congruency of humour and cultural values in print ads: Cross-cultural differences among the US, France and China
Michel Laroche, Marcelo Vinhal Nepomuceno, Marie Odile Richard
págs. 681-705
Advertising strategies for charities: Promoting consumers' donation of time versus money
Na-Min Kim
págs. 707-724
Do humour and threat work well together?: The moderating effect of need for cognition in humorous threat persuasion advertisements
Hye Jin Yoon, James Mark Mayer
págs. 725-740
Environmental threat appeals in green advertising: The role of fear arousal and coping efficacy
Patrick Hartmann , Vanesa Apaolaza Ibáñez, C. D'Souza, José María Barrutia Legarreta , Carmen Etxebarria Miguel
págs. 741-765
Attributes of background music and consumers' responses to TV commercials: The moderating effect of consumer involvement
Hyun Hee Park, Jai Kwan Park, Jung Ok Jeon
págs. 767-784
Impact of flow on recognition of and attitudes towards in-game brand placements: Brand congruence and placement prominence as moderators
Iris Vermeir, Snezhanka Kazakova, Tina Tessitore, Verolien Cauberghe, Hendrik Slabbinck
págs. 785-810
Does gay-themed advertising haunt your brand?: The impact of gay-themed advertising on young heterosexual consumers
Nam-Hyun Um
págs. 811-832