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Tracking back-talk in consumer-generated advertising : an analysis of two interpretative approaches
Campbell, Colin; Pitt, Leyland F.; Parent, Michael; … - In: Journal of advertising research 51 (2011) 1, pp. 224-238
Persistent link: https://www.econbiz.de/10009127057
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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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Foreign versus local consumer culture positioning when entering foreign markets : synergies of anthropomorphic ads, ethnocentrism, and culture positioning on brand evaluations
Teng, Lefa; Zhang, Mengmeng; Foti, Lianne; Wang, Xinran; … - In: Journal of advertising research 62 (2022) 4, pp. 336-352
Persistent link: https://www.econbiz.de/10013531992
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Partnering for growth in emerging markets : why advertising agencies need to lead, not follow
Craig, C. S. - In: Journal of advertising research 53 (2013) 4, pp. 361-362
Persistent link: https://www.econbiz.de/10010245584
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The future of advertising in China
Bilby, Julie; Reid, Mike; Brennan, Linda - In: Journal of advertising research 56 (2016) 3, pp. 245-258
Persistent link: https://www.econbiz.de/10011595658
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Who needs highly creative advertising? : how brand familiarity moderates creativity's influence on attention, affect, and memory
Al-Shuaili, Ahmed Hamed; Koslow, Scott; Kilgour, Mark - In: Journal of advertising research 63 (2023) 3, pp. 236-252
Persistent link: https://www.econbiz.de/10014375181
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A framework for advertising in the digital age
Kim, Stephen J. - In: Journal of advertising research 48 (2008) 3, pp. 310-312
Persistent link: https://www.econbiz.de/10003768714
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Can old media enhance new media? : how traditional advertising pays off for an Online Social Network
Pfeiffer, Markus; Zinnbauer, Markus - In: Journal of advertising research 50 (2010) 1, pp. 42-49
Persistent link: https://www.econbiz.de/10003971416
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Advertisements just aren't advertisements anymore : a new typology for evolving forms of online "advertising"
Campbell, Colin; Cohen, Justin; Ma, Junzhao - In: Journal of advertising research 54 (2014) 1, pp. 7-10
Persistent link: https://www.econbiz.de/10010354606
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EEG-based measures versus panel ratings : predicting social media-based behavioral response to Super Bowl ads
Deitz, George D.; Stafford, Marla Royne; Peasley, Michael C. - In: Journal of advertising research 56 (2016) 2, pp. 217-227
Persistent link: https://www.econbiz.de/10011518177