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Functional and experiential routes to persuasion : an analysis of advertising in emerging versus developed markets

Zarantonello, Lia; Jedidi, Kamel; Schmitt, Bernd - In: International journal of research in marketing : IJRM ; … 30 (2013) 1, pp. 46-56

Persistent link: https://www.econbiz.de/10009732716

Functional and Experiential Routes to Persuasion : An Analysis of Advertising in Emerging Versus Developed Markets

Zarantonello, Lia - 2012

Should advertising be approached differently in emerging than in developed markets? Using data from 256 TV commercial tests conducted by a multinational FMCG company in 23 countries, we consider two routes of persuasion: a functional route, which emphasizes the features and benefits of a...

Persistent link: https://www.econbiz.de/10013100063

Consumer information processing and decision-making : origins, findings, applications, and future directions

Schmitt, Bernd - In: Journal of consumer research : JCR ; an … 51 (2024) 1, pp. 2-6

Persistent link: https://www.econbiz.de/10014634412

A comprehensive approach to the study of advertising execution and its effects

Bergkvist, Lars; Langner, Tobias - In: International journal of advertising : the review of … 42 (2023) 1, pp. 227-246

Persistent link: https://www.econbiz.de/10014233951

Take a break, but make it different! Moderating effects of incubation task specificity on advertising idea generation

Schütmaat, Sarah; Kopka, Julian Felix; Ang, Lawrence; … - In: Journal of advertising 52 (2023) 4, pp. 578-593

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Der effektive Einsatz kreativer Pausen im Rahmen der Werbegestaltung : die Wirkung und optimale Ausgestaltung einer Inkubationsphase im Kontext der selektiven und konfigurativen Ideengenerierung

Schütmaat, Sarah - 2016

Persistent link: https://www.econbiz.de/10011452619

Construct measurement in advertising research

Bergkvist, Lars; Langner, Tobias - In: Journal of advertising : official publication of the … 46 (2017) 1, pp. 129-140

Persistent link: https://www.econbiz.de/10011686484

Construct confusion in advertising research

Bergkvist, Lars; Langner, Tobias - In: Designing and communicating experience, (pp. 1-12). 2021

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Construct heterogeneity and proliferation in advertising research

Bergkvist, Lars; Langner, Tobias - In: International journal of advertising : the review of … 38 (2019) 8, pp. 1286-1302

Persistent link: https://www.econbiz.de/10012200378

Perspectives : four steps toward more valid and comparable self-report measures in advertising research

Bergkvist, Lars; Langner, Tobias - In: International journal of advertising : the review of … 39 (2020) 5, pp. 738-755

Persistent link: https://www.econbiz.de/10012260255