Productivity and impact in advertising research since the millennium:: a profiling and investigation of drivers of impact
Terri H. Chan, Caleb H. Tse, Kineta Hung
págs. 11-37
Brand placement repetition in a fictional text
Yana R. Avramova, Patrick De Pelsmacker, Nathalie Dens
págs. 38-59
The role of customization, brand trust, and privacy concerns in advergaming
Verena M. Wottrich, Peeter W. J. Verlegh, Edith G. Smit
págs. 60-81
Eye-tracking evidence that happy faces impair verbal message comprehension:: the case of health warnings in direct-to-consumer pharmaceutical television commercials
Cristel Antonia Russell, John L. Swasy, Dale Wesley Russell, Larry Engel
págs. 82-106
‘We’ are more likely to endorse than ‘I’:: the effects of self-construal and brand symbolism on consumers’ online brand endorsements
Stefan F. Bernritter, Annemijn C. Loermans, Peeter W. J. Verlegh, Edith G. Smit
págs. 107-120
Do adhocracy and market cultures facilitate firm-wide integrated marketing communication (IMC)?
Lucía Porcu, Salvador del Barrio García , Juan Miguel Alcántara-Pilar, Esmeralda Crespo Almendros
págs. 121-141
Too good to be true:: the role of online reviews’ features in probability to buy
Ewa Maslowska, Edward C. Malthouse, Stefan F. Bernritter
págs. 142-163
Sonja Bidmon
págs. 164-189
Effects of ethnic advertising on consumers of minority and majority groups:: the moderating effect of humor
Anna Rößner, Maren Kämmerer, Martin Eisend
págs. 190-205