Search Results - subject_exact:"Advertising effectiveness"

How songs from growing up and viewers' attachment styles affect video ads' effectiveness

Lourenço, Carlos Jorge da Silva; Isabella, Giuliana; … - In: Psychology & marketing 40 (2023) 1, pp. 209-233

Persistent link: https://ebtypo.dmz1.zbw/10013465222

Emotional appeals effectiveness in enhancing charity digital advertisements

Yousef, Murooj; Dietrich, Timo; Rundle-Thiele, Sharyn; … - In: Journal of philanthropy and marketing 27 (2022) 4, pp. 1-13

Persistent link: https://ebtypo.dmz1.zbw/10013460864

A picture says more than a thousand words : using consumer neuroscience to study instagram users' responses to influencer advertising

Pozharliev, Rumen; Rossi, Dario; De Angelis, Matteo - In: Psychology & marketing 39 (2022) 7, pp. 1336-1349

Persistent link: https://ebtypo.dmz1.zbw/10013280100

Eye tracking and tourism research : a systematic literature review

Savin, Georgiana-Denisse; Fleșeriu, Cristina; … - In: Journal of vacation marketing 28 (2022) 3, pp. 285-302

Persistent link: https://ebtypo.dmz1.zbw/10013257584

Why are communal advertisements more effective than agentic ones? : the role of the self-congruity effect

Hryniewicz, Konrad - In: International journal of internet marketing and … 16 (2022) 1/2, pp. 38-61

Persistent link: https://ebtypo.dmz1.zbw/10013041199

The relevance of social media and corporate influencers as potential change agents in corporate communications

Durau, Julia - In: Media and change management : creating a path for new …, (pp. 211-229). 2022

Persistent link: https://ebtypo.dmz1.zbw/10013167356

Bypassing performance optimizers of real time bidding systems in display ad valuation

Christopher, Ranjit M.; Park, Sungho; Han, Sang Pil; … - In: Information systems research : ISR 33 (2022) 2, pp. 399-412

Persistent link: https://ebtypo.dmz1.zbw/10013362775

An integrated model of congruence and credibility in celebrity endorsement

Lee, Jung-Sook; Chang, Hua; Zhang, Lingling - In: International journal of advertising : the review of … 41 (2022) 7, pp. 1358-1381

Persistent link: https://ebtypo.dmz1.zbw/10013417502

Beauty types of female advertising models in Asia

Tipgomut, Pornchanoke; Paas, Leonard J; McNaught, Angela - In: International journal of market research 64 (2022) 6, pp. 799-821

Persistent link: https://ebtypo.dmz1.zbw/10013438778

Stimulus-Organism-Response (S-O-R) model application in examining the effectiveness of public service advertisements

Mishra, Mukesh Kumar; Kesharwani, Ankit; Gautam, Vikas; … - In: International journal of business 27 (2022) 2, pp. 61-77

Persistent link: https://ebtypo.dmz1.zbw/10013395922

Consumer involvement as a covariant effect in rethinking the affective-cognitive relationship in advertising effectiveness

Vera, Jorge; Espinosa, Marco - In: Journal of business economics and management 20 (2019) 2, pp. 208-224

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....

Persistent link: https://ebtypo.dmz1.zbw/10012175677

The impact of informational and emotional television ad content on online search and sales

Guitart, Ivan A.; Stremersch, Stefan - In: Journal of marketing research 58 (2021) 2, pp. 299-320

Persistent link: https://ebtypo.dmz1.zbw/10012492707

Regulatory focus and choice : the impact of control perceptions on advertising effectiveness

Dodoo, Naa Amponsah; Wu, Linwan - In: Journal of marketing communications 27 (2021) 1, pp. 69-92

Persistent link: https://ebtypo.dmz1.zbw/10012424758

How online advertising competes with user-generated content in TripAdvisor : a neuroscientific approach

Bigné Alcañiz, J. Enrique; Simonetti, Aline; Ruiz … - In: Journal of business research : JBR 123 (2021), pp. 279-288

Persistent link: https://ebtypo.dmz1.zbw/10012430510

Consumer reactions to female and male cosmetic surgery beauty in Asian advertisements

Tipgomut, Pornchanoke; Paas, Leonard J.; McNaught, Angela - In: Marketing letters : a journal of research in marketing 32 (2021) 4, pp. 441-454

Persistent link: https://ebtypo.dmz1.zbw/10012793429

How the eyes connect to the heart : the influence of eye gaze direction on advertising effectiveness

To, Rita Ngoc; Patrick, Vanessa M. - In: Journal of consumer research : JCR ; an … 48 (2021) 1, pp. 123-146

Persistent link: https://ebtypo.dmz1.zbw/10012594298

Chutzpadik advertising and its effectiveness : four studies of agencies and audiences

Efrat, Kalanit; Souchon, Anne L.; Dickenson, Peter; … - In: Journal of business research : JBR 137 (2021), pp. 601-613

Persistent link: https://ebtypo.dmz1.zbw/10012665740

The commercialization of social media stars : a literature review and conceptual framework on the strategic use of social media influencers

Hudders, Liselot; De Jans, Steffi; Veirman, Marijke de - In: International journal of advertising : the review of … 40 (2021) 3, pp. 327-375

Persistent link: https://ebtypo.dmz1.zbw/10012586665

Which model looks most like me? : explicating the impact of body image advertisements on female consumer well-being and consumption behaviour across brand categories

Lou, Chen; Tse, Caleb H. - In: International journal of advertising : the review of … 40 (2021) 4, pp. 602-628

Persistent link: https://ebtypo.dmz1.zbw/10012586684

Lethal versus reproductive disease appeals in preventive health advertising : the moderating effect of life history strategy

Ivanov, Lachezar; Eisend, Martin; Diehl, Sandra; Wang, … - In: International journal of advertising : the review of … 40 (2021) 4, pp. 657-681

Persistent link: https://ebtypo.dmz1.zbw/10012586689

Nachwuchswissenschaftliche Impulse zur Digitalisierung der Kommunikation

Khabyuk, Olexiy (contributor) - 2018

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...

Persistent link: https://ebtypo.dmz1.zbw/10012110520

Nachwuchswissenschaftliche Impulse zur Digitalisierung der Kommunikation

Khabyuk, Olexiy (ed.) - 2018

Persistent link: https://ebtypo.dmz1.zbw/10011852955

Essays in marketing strategy : the role of customer integration, marketing metrics, and advertising effectiveness

Ptok, Annette - 2018

Persistent link: https://ebtypo.dmz1.zbw/10011854433

Effectiveness of animated spokes-character in advertising targeted to kids

Shuja, Komal; Ali, Mazhar; Anjum, Munazzah Mehak; … - 2018

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...

Persistent link: https://ebtypo.dmz1.zbw/10012124705

The implications of advertising personalization for firms, consumers, and ad platforms

Frick, Thomas Walter - 2018

Persistent link: https://ebtypo.dmz1.zbw/10012111629

Evaluating advertising effectiveness of creative television advertisements for high involvement products

Ali, Mazhar - 2018

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...

Persistent link: https://ebtypo.dmz1.zbw/10011876245

Effectiveness of Animated Spokes-Character in Advertising Targeted to Kids

Shuja, Komal; Ali, Mazhar; Anjum, Munazzah Mehak; … - In: Journal of Marketing Management and Consumer Behavior 2 (2018) 2, pp. 31-47

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...

Persistent link: https://ebtypo.dmz1.zbw/10011986853

Ghost ads : improving the economics of measuring online ad effectiveness

Johnson, Garrett A.; Lewis, Randall A.; Nubbemeyer, Elma I. - 2017

Persistent link: https://ebtypo.dmz1.zbw/10011807943

Advertising effectiveness : the role of content

Becker, Maren - 2017

Persistent link: https://ebtypo.dmz1.zbw/10011716791

Tacit knowledge augmented customer relationship management systems : an empirical investigation

Basit, Abdul; Tahir, Asma; Khan, Mumtaz Muhammad; … - In: Pakistan journal of commerce and social sciences 11 (2017) 3, pp. 1005-1026

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...

Persistent link: https://ebtypo.dmz1.zbw/10011930769

Tacit knowledge augmented customer relationship management systems: An empirical investigation

Basit, Abdul; Tahir, Asma; Khan, Mumtaz Muhammad; … - In: Pakistan Journal of Commerce and Social Sciences (PJCSS) 11 (2017) 3, pp. 1005-1026

Persistent link: https://ebtypo.dmz1.zbw/10011938584

Erfassung der Effektivität von Sportsponsoring als Marketingkommunikationsinstrument auf der impliziten und expliziten Verarbeitungsebene von Konsumenten als Handlungsgrundlage für...

Limbach, Matthias - 2020

Persistent link: https://ebtypo.dmz1.zbw/10012243658

Celebrity vs. influencer endorsements in advertising : the role of identification, credibility, and Product-Endorser fit

Schouten, Alexander P.; Janssen, Loes; Verspaget, Maegan - In: International journal of advertising : the review of … 39 (2020) 2, pp. 258-281

Persistent link: https://ebtypo.dmz1.zbw/10012200481

Social networking sites' advertising effectiveness : a systematic insight into literature

Sinha, Neena; Singh, Pratibha - In: International journal of Indian culture and business … 20 (2020) 1, pp. 37-59

Persistent link: https://ebtypo.dmz1.zbw/10012205789

An empirical investigation of factors influencing young Indian consumer decision making

Sachdeva, Ruchika - In: Journal of Asia Pacific business 21 (2020) 3, pp. 207-226

Persistent link: https://ebtypo.dmz1.zbw/10012258229

Celebrity entrepreneurship and advertising effectiveness : an empirical test

Kishor, Jugal - In: International journal of business and globalisation : IJBG 25 (2020) 2, pp. 224-240

Persistent link: https://ebtypo.dmz1.zbw/10012250614

The amplifying effect of branded queries on advertising in multi-channel retailing

Méndez Suárez, Mariano; Monfort, Abel - In: Journal of business research : JBR 112 (2020), pp. 254-260

Persistent link: https://ebtypo.dmz1.zbw/10012230588

Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment

Danaher, Peter J.; Danaher, Tracey S.; Smith, Michael S.; … - In: Journal of marketing research 57 (2020) 3, pp. 445-467

Persistent link: https://ebtypo.dmz1.zbw/10012214143

Competitive advertising strategies for programmatic television

Guitart, Ivan A.; Hervet, Guillaume; Gelper, Sarah - In: Journal of the Academy of Marketing Science 48 (2020) 4, pp. 753-775

Persistent link: https://ebtypo.dmz1.zbw/10012293333

The role of technology in building a competitive advantage : programmatic buying and its impact on the competitiveness of an organization

Kozielski, Robert; Sarna, Nikodem - In: Folia oeconomica Stetinensia : FOS 20 (2020) 2, pp. 216-229

Persistent link: https://ebtypo.dmz1.zbw/10012628104

Emotional Integration and Advertising Effectiveness:Case of Perfumes Advertising

Alioui, Sonia Ktari - 2016

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...

Persistent link: https://ebtypo.dmz1.zbw/10011437129