How Much Does an NCAA Basketball Championship Matter: A Call for Research on the Public Relations Impact of Athletic Success
Charles R. Taylor
págs. 617-621
Go green: How to influence the perceived effectiveness of a green product?
Ming-Yi Chen, Ching I Chiu
págs. 622-641
Celebrity endorsements: A literature review and research agenda
Lars Bergkvist, Kris Qiang Zhou
págs. 642-663
Time heals many wounds – explaining the immediate and delayed effects of message sidedness
Franziska Küster, Martin Eisend
págs. 664-681
The influence of gender on the effectiveness of probability markers in advertising
Ivana Bušljeta Banks, Nathalie Dens, Patrick De Pelsmacker
págs. 682-705
Development and validation of an emic scale to measure ad-evoked nostalgia in France
Altaf Merchant, John B. Ford, Christian Dianoux, Jean-Luc Herrmann
págs. 706-729
Doing good matters to consumers: The effectiveness of humane-oriented CSR appeals in cross-cultural standardized advertising campaigns
Sandra Diehl, Ralf Terlutter, Barbara Mueller
págs. 730-757