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Don't lose your product in story translation : how product-story link in narrative advertisements increases persuasion

Glaser, Matthias; Reisinger, Heribert - In: Journal of advertising 51 (2022) 2, pp. 188-205

Persistent link: https://www.econbiz.de/10013362268

You are my friend, but we are from different worlds : actor-type effects on audience engagement in narrative video advertisements

Glaser, Matthias; Reisinger, Heribert; Florack, Arnd - In: Journal of advertising 53 (2024) 4, pp. 568-587

Persistent link: https://www.econbiz.de/10015050207

Cultural values and effective executional techniques in advertising : A cross‐country and product category study of urban young adults in Asia

Fam, Kim‐Shyan; Grohs, Reinhard - In: International Marketing Review 24 (2007) 5, pp. 519-538

Purpose – The purpose of this study is to examine likeable executional techniques in advertising across five Asian countries and their impact on purchase intentions. Design/methodology/approach – A total of 1,000 urban young adults in five Asian countries (HK, China, Indonesia, Thailand and...

Persistent link: https://www.econbiz.de/10014827399

Uncertainty in prerelease advertising

Schroll, Roland; Grohs, Reinhard - In: Journal of advertising 48 (2019) 2, pp. 167-180

Persistent link: https://www.econbiz.de/10012201412

Celebrity endorsements in liked advertisements : a study of Asian countries

Fam, Kim-Shyan; Waller, David; Grohs, Reinhard - In: Journal of Asia Pacific business 24 (2023) 1, pp. 39-54

Persistent link: https://www.econbiz.de/10014285111