Search Results - subject_exact:"Advertising effectiveness"

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Frontiers: the effect of an ad ban on retailer sales : insights from a natural experiment

Gabel, Sebastian; Molitor, Dominik; Spann, Martin - In: Marketing science 43 (2024) 4, pp. 723-733

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014636294

Is VR always better for destination marketing? : comparing different media and styles

Griffin, Tom; Guttentag, Daniel; Lee, Seung Hwan Mark; … - In: Journal of vacation marketing 29 (2023) 1, pp. 119-140

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014246955

How songs from growing up and viewers' attachment styles affect video ads' effectiveness

Lourenço, Carlos; Isabella, Giuliana; Verbeke, Willem … - In: Psychology & marketing 40 (2023) 1, pp. 209-233

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013465222

Do not buy this! : strategic self-anticonformity as an advertising tool to increase attention and boost purchase intention

Rawal, Monika; Saavedra, José Luis; Bagherzadeh, Ramin; … - In: Journal of global scholars of marketing science : … 35 (2025) 1, pp. 41-60

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015188748

The vividness effect on indirect comparative advertising response

Petrovici, Dan A.; Golden, Linda L.; Laroche, Michele; … - In: Advances in Advertising Research XIII : Frontiers of …, (pp. 115-125). 2025

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015333804

Emotional appeals effectiveness in enhancing charity digital advertisements

Yousef, Murooj; Dietrich, Timo; Rundle-Thiele, Sharyn; … - In: Journal of philanthropy and marketing 27 (2022) 4, pp. 1-13

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013460864

Metaphorical effects of advertising in different types of hotels : evidence from eye-tracking

Chen, Xianglan; Xiang, Bingqing; Bilgihan, Anil - In: International journal of contemporary hospitality management 36 (2024) 12, pp. 4192-4214

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015145522

Creativity is in the mind of the beholder : hail the analytic thinker

Benoit, Ilgım Dara; Miller, Elizabeth G.; … - In: Journal of consumer marketing 41 (2024) 7, pp. 724-733

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015157989

AI technologies in the analysis of visual advertising messages : survey and application

Sharakhina, Larisa Valentinovna; Ilyina, Irina; Kaplun, … - In: Journal of marketing analytics : JMA 12 (2024) 4, pp. 1066-1089

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015138160

Can gamification affect the advertising effectiveness in social media?

Tabaeeian, Reihaneh Alsadat; Rahgozar, Shakiba; … - In: Journal of communication management 28 (2024) 3, pp. 404-422

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015272741

Exploring application of neuromarketing in advertising effectiveness : a bibliometric and TCCM-based approach

Pandey, Tanu; Goel, Manya; Kumari, Srinidhi; Jha, … - In: Journal of contemporary marketing science 7 (2024) 3, pp. 303-326

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015159210

Unveiling the power of video sentiment analysis for predicting advertising effectiveness : exploratory research on femvertising

Hamelin, Nicolas; Rahimi, Ramy A.; Balaji, Sivapriya; … - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015138159

The Attention Economy : A Category Blueprint

Nelson-Field, Karen - 2024

Chapter 1 The First Episode -- Chapter 2 Big Little Learnings -- Chapter 3 Attention Science Becomes a Science -- Chapter 4 The Reinvention of Invention -- Chapter 5 A Guide to Now and Next -- Chapter 6 From Realization to Action: the diary of a CPO -- Chapter 7 The Investors -- Chapter 8...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015081251

How the time of day impacts social media advertising outcomes on consumers

Noguti, Valeria; Waller, David - In: Marketing intelligence & planning 42 (2024) 3, pp. 418-437

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015056877

Exploring application of neuromarketing in advertising effectiveness: a bibliometric and TCCM-based approach

Pandey, Tanu; Goel, Manya; Kumari, Srinidhi; Jha, … - In: Journal of Contemporary Marketing Science 7 (2024) 3, pp. 302-326

Purpose The study was devise to summarizees the underlying theories and concepts in the context of probing effective advertising through neuromarketing. Design/methodology/approach The given review has applied a bibliometric analysis to conduct performance and science mapping. We adopted Theory,...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015349400

Assertive or non-assertive? : how self-concept clarity influences customers' responses to advertising messages

Wang, Luqi; Chen, Ye; Xu, Yuanyi; Lin, Zhibin - 2024

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015339603

How to communicate sustainability in tourism : examining value-based drivers for advertising effectiveness

Starke, Eliza; Stegemann, Manuel; Linde, Janine Julia; … - In: Sustainability in Business Management, (pp. 17-37). 2023

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014337991

Improving the media mix : how promotional products enhance advertising impact

Liu, Fang; LeBlanc, H. Paul; Kanso, Ali; Nelson, Richard - In: Journal of marketing communications 29 (2023) 6, pp. 577-596

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014454796

The consideration factors of adopting location-based advertising push platform

Yang, Heng-Li; Lin, Shiang-Lin - In: International journal of information systems and change … 13 (2023) 3, pp. 209-233

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014443571

Going all the way? : LGBTQ people's receptiveness to gay-themed advertising in a Belgian context

Demunter, Rein; Bauwens, Joke - In: European journal of marketing 57 (2023) 4, pp. 1219-1241

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014252274

Exploration of the applicability of the front-of-package nutrition label to advertising in comparison with the label on the product package

Shin, Sumin; Park, SangHee - In: Journal of consumer marketing 40 (2023) 4, pp. 413-430

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014276004

The effects of video storytelling advertising on consumers' online reactions on Facebook : a cross cultural study

Ben Aicha, Abir; Bouzaabia, Rym - In: Qualitative market research : an international journal 26 (2023) 3, pp. 247-268

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014292085

Skippable or non-skippable? : pre-roll or mid-roll? : visual attention and effectiveness of in-stream ads

Frade, João Lucas Hana; Oliveira, Jorge Henrique … - In: International journal of advertising : the review of … 42 (2023) 8, pp. 1242-1266

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014450194

Can gamification affect the advertising effectiveness in social media?

Tabaeeian, Reihaneh Alsadat; Rahgozar, Shakiba; … - In: Journal of Communication Management 28 (2023) 3, pp. 404-422

Purpose The purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media. Design/methodology/approach Drawing from the gamification literature, immersion, achievement and social interaction features were identified as features,...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015349422

Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness

Vera, Jorge; Espinosa, Marco - In: Journal of business economics and management 20 (2019) 2, pp. 208-224

The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through attitude towards the ad and advertising cognition....

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012175677

Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness

Vera, Jorge; Espinosa, Marco - In: Journal of Business Economics and Management (JBEM) 20 (2019) 2, pp. 208-224

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10015401220

Bypassing performance optimizers of real time bidding systems in display ad valuation

Christopher, Ranjit M.; Park, Sungho; Han, Sang Pil; … - In: Information systems research : ISR 33 (2022) 2, pp. 399-412

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013362775

Why are communal advertisements more effective than agentic ones? : the role of the self-congruity effect

Hryniewicz, Konrad - In: International journal of internet marketing and … 16 (2022) 1/2, pp. 38-61

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013041199

A picture says more than a thousand words : using consumer neuroscience to study instagram users' responses to influencer advertising

Pozharliev, Rumen; Rossi, Dario; De Angelis, Matteo - In: Psychology & marketing 39 (2022) 7, pp. 1336-1349

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013280100

An integrated model of congruence and credibility in celebrity endorsement

Lee, Jung-Sook; Chang, Hua; Zhang, Lingling - In: International journal of advertising : the review of … 41 (2022) 7, pp. 1358-1381

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013417502

Beauty types of female advertising models in Asia

Tipgomut, Pornchanoke; Paas, Leonard J; McNaught, Angela - In: International journal of market research 64 (2022) 6, pp. 799-821

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013438778

Stimulus-Organism-Response (S-O-R) model application in examining the effectiveness of public service advertisements

Mishra, Mukesh Kumar; Kesharwani, Ankit; Gautam, Vikas; … - In: International journal of business 27 (2022) 2, pp. 61-77

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013395922

Eye tracking and tourism research : a systematic literature review

Savin, Georgiana-Denisse; Fleșeriu, Cristina; … - In: Journal of vacation marketing 28 (2022) 3, pp. 285-302

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013257584

The relevance of social media and corporate influencers as potential change agents in corporate communications

Durau, Julia - In: Media and change management : creating a path for new …, (pp. 211-229). 2022

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10013167356

Effectiveness of Animated Spokes-Character in Advertising Targeted to Kids

Shuja, Komal; Ali, Mazhar; Anjum, Munazzah Mehak; … - In: Journal of Marketing Management and Consumer Behavior 2 (2018) 2, pp. 31-47

The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids. The research design is quantitative and its research type is causal. The respondents of the study are ‘Pre-primary school going kids’ from nine different schools belonging to...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011986853

Nachwuchswissenschaftliche Impulse zur Digitalisierung der Kommunikation

Khabyuk, Olexiy (contributor) - 2018

Der vorliegende Sammelband enthält Kurzfassungen von sechs Bachelor- und Masterabschlussarbeiten aus den Jahren 2014-2017, die am Fachbereich Wirtschaftswissenschaften der Hochschule Düsseldorf eingereicht wurden. Diese Veröffentlichung stellt einen bescheidenen Beitrag zur Diskussion dar, ob...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012110520

Nachwuchswissenschaftliche Impulse zur Digitalisierung der Kommunikation

Khabyuk, Olexiy (ed.) - 2018

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011852955

Essays in marketing strategy : the role of customer integration, marketing metrics, and advertising effectiveness

Ptok, Annette - 2018

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011854433

Evaluating advertising effectiveness of creative television advertisements for high involvement products

Ali, Mazhar - 2018

This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10011876245

The implications of advertising personalization for firms, consumers, and ad platforms

Frick, Thomas Walter - 2018

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012111629

Effectiveness of animated spokes-character in advertising targeted to kids

Shuja, Komal; Ali, Mazhar; Anjum, Munazzah Mehak; … - 2018

The purpose of this study is to find the effectiveness of using animated characters in advertising targeted to kids. The research design is quantitative and its research type is causal. The respondents of the study are "Pre-primary school going kids" from nine different schools belonging to...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012124705

Hotel virtual reality advertising: a presence-mediated model and gender effects

Lyu, Jiaying; Leung, Xi; Bai, Billy; Stafford, Marla - In: Journal of Hospitality and Tourism Technology 12 (2021) 3, pp. 409-422

Purpose This paper aims to examine the effectiveness of two types of hotel commercials [virtual reality (VR) versus traditional commercials] by proposing and testing a presence-mediated model along with gender effects. Design/methodology/approach An experimental design is used to test the...

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10014874119

The commercialization of social media stars : a literature review and conceptual framework on the strategic use of social media influencers

Hudders, Liselot; De Jans, Steffi; Veirman, Marijke de - In: International journal of advertising : the review of … 40 (2021) 3, pp. 327-375

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012586665

Which model looks most like me? : explicating the impact of body image advertisements on female consumer well-being and consumption behaviour across brand categories

Lou, Chen; Tse, Caleb H. - In: International journal of advertising : the review of … 40 (2021) 4, pp. 602-628

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012586684

Lethal versus reproductive disease appeals in preventive health advertising : the moderating effect of life history strategy

Ivanov, Lachezar; Eisend, Martin; Diehl, Sandra; Wang, … - In: International journal of advertising : the review of … 40 (2021) 4, pp. 657-681

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012586689

Regulatory focus and choice : the impact of control perceptions on advertising effectiveness

Dodoo, Naa Amponsah; Wu, Linwan - In: Journal of marketing communications 27 (2021) 1, pp. 69-92

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012424758

How online advertising competes with user-generated content in TripAdvisor : a neuroscientific approach

Bigné Alcañiz, J. Enrique; Simonetti, Aline; Ruiz … - In: Journal of business research : JBR 123 (2021), pp. 279-288

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012430510

How the eyes connect to the heart : the influence of eye gaze direction on advertising effectiveness

To, Rita Ngoc; Patrick, Vanessa M. - In: Journal of consumer research : JCR ; an … 48 (2021) 1, pp. 123-146

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012594298

Chutzpadik advertising and its effectiveness : four studies of agencies and audiences

Efrat, Kalanit; Souchon, Anne L.; Dickenson, Peter; … - In: Journal of business research : JBR 137 (2021), pp. 601-613

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012665740

The impact of informational and emotional television ad content on online search and sales

Guitart, Ivan A.; Stremersch, Stefan - In: Journal of marketing research 58 (2021) 2, pp. 299-320

Persistent link: https://www.econbiz.de, ebvufind01.dmz1.zbw.eu/10012492707