Similar Search Results

Audio and visual distractions and implicit brand memory : a study of video game players

Choi, Yung Kyun; Lee, Sung mi; Li, Hairong - In: Journal of advertising : official publication of the … 42 (2013) 2/3, pp. 219-227

Persistent link: https://www.econbiz.de/10009778520

The effect of 3-D product visualisation on the strength of brand attitude

Lee, Ki-young; Li, Hairong; Edwards, Steven M. - In: International journal of advertising : the quarterly … 31 (2012) 2, pp. 377-396

Persistent link: https://www.econbiz.de/10009557906

Advertiser risk taking, campaign originality, and campaign performance

Wang, Guangping; Dou, Wenyu; Li, Hairong; Zhou, Nan - In: Journal of advertising : official publication of the … 42 (2013) 1, pp. 42-53

Persistent link: https://www.econbiz.de/10009738747

The effect of agency creativity on campaign outcomes : the moderating role of market conditions

Li, Hairong; Dou, Wenyu; Wang, Guangping; Zhou, Nan - In: Journal of advertising : official publication of the … 37 (2008) 4, pp. 109-120

Persistent link: https://www.econbiz.de/10003808351

Examining the effectiveness of Internet advertising formats

Li, Hairong; Leckenby, John D. - In: Internet advertising : theory and research, (pp. 203-224). 2007

Persistent link: https://www.econbiz.de/10003530835

Understanding media synergy

Huang, Guanxiong; Li, Hairong - In: Advertising in new formats and media : current research …, (pp. 97-113). 2016

Persistent link: https://www.econbiz.de/10011473404

Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention : the mediating role of presence

Li, Hairong; Daugherty, Terry; Biocca, Frank - In: Advertising, promotion, and new media, (pp. 148-174). 2015

Persistent link: https://www.econbiz.de/10011708668

Chapter 5 Understanding Media Synergy

Huang, Guanxiong; Li, Hairong - In: Advertising in new formats and media : current research …, (pp. 97-113). 2016

Purpose As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating studies from a wide range of leading journals. Methodology/approach We searched a total of 17 major journals in...

Persistent link: https://www.econbiz.de/10015366517

A primer on using behavioral data for testing theories in advertising research

Liu-Thompkins, Yuping; Malthouse, Edward C. - In: Journal of advertising : official publication of the … 46 (2017) 1, pp. 213-225

Persistent link: https://www.econbiz.de/10011686526

Breaking new ground in theory and practice

Okazaki, Shintaro (ed.) - 2011 - 1. ed.

Persistent link: https://www.econbiz.de/10012878611