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....

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...

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...

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...

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...

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...

Tacit knowledge (TK) is a core value element important for obtaining a competitive edge for Customer Relationship Management (CRM). CRM is recognized of high value for integrating knowledge in marketing function. The focus on explicit knowledge so far has resulted in neglecting the importance of...

Tacit knowledge (TK) is a core value element important for obtaining a competitive edge for Customer Relationship Management (CRM). CRM is recognized of high value for integrating knowledge in marketing function. The focus on explicit knowledge so far has resulted in neglecting the importance of...

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...

This paper examines emotions in advertising, its effects and functioning. Using an interview-based experiment on 256 participants, we found that emotions perceived during an advertising exposure could play an important role in eliciting responses towards the ad and the brand. However, this...