Similar Search Results

Improving the effectiveness of advertising in Internet social networking

Rejón-Guardia, Francisco; Sánchez-Fernández, Juan; … - 2012

Persistent link: https://www.econbiz.de/10009488306

A psychophysiological approach for measuring response to messaging : how consumers emotionally process green advertising

Martinez-Fiestas, Myriam; Viedma del Jesus, Maria Isabel; … - In: Journal of advertising research 55 (2015) 2, pp. 192-205

Persistent link: https://www.econbiz.de/10011296204

It is all about our impulsiveness : hw consumer impulsiveness modulates neural evaluation of hedonic and utilitarian banners

Casado-Aranda, Luis-Alberto; Sánchez-Fernández, Juan; … - In: Journal of retailing and consumer services 67 (2022), pp. 1-11

Persistent link: https://www.econbiz.de/10013364464

Neural responses to hedonic and utilitarian banner ads : an fmri study

Casado-Aranda, Luis-Alberto; Sánchez-Fernández, Juan; … - In: Journal of interactive marketing 57 (2022) 2, pp. 296-322

Persistent link: https://www.econbiz.de/10015424202

The effect of online message congruence, destination-positioning, and emojis on users' cognitive effort and affective evaluation

García-Carrión, Beatriz; Muñoz-Leiva, Francisco; … - In: Journal of destination marketing & management : JDMM 31 (2024), pp. 1-13

Persistent link: https://www.econbiz.de/10015076553

Exploring destination positioning and message congruence in tourism management : an eye-tracking and fMRI study

García-Carrión, Beatriz; Barrio-García, Salvador del; … - In: Tourism management : research, policies, practice 108 (2025), pp. 1-14

Persistent link: https://www.econbiz.de/10015337303

Surprise me with the visual representation of the brand in social commerce! : an eye-tracking study based on user characteristics

Muñoz-Leiva, Francisco; Herzallah, Doaa; … - In: European journal of management and business economics : … 34 (2025) 3, pp. 384-403

Purpose This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding - wordmarks or combination marks - and their subsequent recall. Design/methodology/approach The study examines the...

Persistent link: https://www.econbiz.de/10015414943