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When and why are consumers willing to help for-profit companies in distress? : the corporate vulnerability appeal: conditions that drive its effectiveness
Barros, Lucia Salmonson Guimarães; Abrantes-Braga, … - In: Journal of advertising research 63 (2023) 3, pp. 290-308
Persistent link: https://www.econbiz.de/10014375191
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What drives advertisers toward or away from immersive virtual spaces? : the metaverse conundrum : affordances and "disaffordances" through the eyes of advertisers
Marder, Ben; Yau, Amy; Yule, Jennifer; Osadchaya, Elena; … - In: Journal of advertising research 64 (2024) 3, pp. 255-283
Persistent link: https://www.econbiz.de/10015071674
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Immersive advertising : a review and research agenda : potential effects of and considerations for AR, VR, and MR advertisements
Sands, Sean; Ferraro, Carla; Demsar, Vlad; Cohen, Justin; … - In: Journal of advertising research 64 (2024) 3, pp. 284-300
Persistent link: https://www.econbiz.de/10015071676
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Use and abuse of cultural elements in multicultural advertising
Burgos, David - In: Journal of advertising research 48 (2008) 2, pp. 177-178
Persistent link: https://www.econbiz.de/10003742647
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Targeting a minority without alienating the majority : advertising to gays and lesbians in mainstream media
Oakenfull, Gillian K.; McCarthy, Michael S.; Greenlee, … - In: Journal of advertising research 48 (2008) 2, pp. 191-198
Persistent link: https://www.econbiz.de/10003742651
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The effectiveness of using a global look in an Asian market
Chang, Chingching - In: Journal of advertising research 48 (2008) 2, pp. 199-214
Persistent link: https://www.econbiz.de/10003742654
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Exploring the effectiveness of advertising in the ABC.com Full Episode Player
Loughney, Mark; Eichholz, Martin; Hagger, Michelle - In: Journal of advertising research 48 (2008) 3, pp. 320-328
Persistent link: https://www.econbiz.de/10003768747
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"Make measurable what is not so": consumer mix modeling for the evolving media world
Hallward, John - In: Journal of advertising research 48 (2008) 3, pp. 339-351
Persistent link: https://www.econbiz.de/10003768758
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The impact of celebrity-product incongruence on the effectiveness of product endorsement
Lee, Jung-gyo; Thorson, Esther - In: Journal of advertising research 48 (2008) 3, pp. 433-449
Persistent link: https://www.econbiz.de/10003768851
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What we know about advertising: lessons from empirical generalizations
Precourt, Geoffrey (contributor) - 2009
Persistent link: https://www.econbiz.de/10003860354