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The effect of disparaging humor and offensiveness in hijacked advertising : the moderating effect of ad hijacking recognition

Thota, Sweta; Villarreal, Ricardo - In: Journal of Consumer Marketing 37 (2020) 4, pp. 433-443

Purpose: What happens when an ad parody is created with subtle, professional changes to text and imagery, making it almost indistinguishable from the original corporate brand ad? This paper labels this limiting condition of ad parodies as hijacked advertising. Can viewers of such ads recognize...

Persistent link: https://www.econbiz.de/10012277349

Using a two-part mixed-effects model for understanding daily, individual-level media behavior

Blozis, Shelley A.; Villarreal, Ricardo; Thota, Sweta; … - In: Journal of marketing analytics : JMA 7 (2019) 4, pp. 234-250

Persistent link: https://www.econbiz.de/10012129492

I want to buy the advertised product only! : an examination of the effects of additional product offers on consumer irritation in a cross-promotion context

Thota, Sweta Chaturvedi; Biswas, Abhijit - In: Journal of advertising : official publication of the … 38 (2009) 1, pp. 123-136

Persistent link: https://www.econbiz.de/10003833488

Effects of comparative advertising format on consumer responses : the moderating effects of brand image and attribute relevance

Yagci, Mehmet I.; Biswas, Abhijit; Dutta, Sujay - In: Journal of business research : JBR 62 (2009) 8, pp. 768-774

Persistent link: https://www.econbiz.de/10003861041

Making judgments in a two-sequence cue environment : the effects of differential cue strenghts, order sequence, and distraction

Biswas, Dipayan; Biswas, Abhijit; Chatterjee, Subimal - In: Journal of consumer psychology : JCP : the official … 19 (2009) 1, pp. 88-97

Persistent link: https://www.econbiz.de/10003825340

Low price signal default: an empirical investigation of its consequences

Dutta, Sujay; Biswas, Abhijit; Grewal, Dhruv - In: Journal of the Academy of Marketing Science 35 (2007) 1, pp. 76-88

Persistent link: https://www.econbiz.de/10003485142

Partitioned pricing : can we always divide and prosper?

Burman, Bidisha; Biswas, Abhijit - In: Journal of retailing 83 (2007) 4, pp. 423-436

Persistent link: https://www.econbiz.de/10003598471

Celebrity endorsements and women consumers in India : how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency

Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit - In: Marketing letters : a journal of research in marketing 26 (2015) 3, pp. 363-376

Persistent link: https://www.econbiz.de/10011312160

Electronic word-of-mouth (eWOM) generation in new media platforms : the role of regulatory focus and collective dissonance

Shin, Dongwook; Song, Ji Hee; Biswas, Abhijit - In: Marketing letters : a journal of research in marketing 25 (2014) 2, pp. 153-165

Persistent link: https://www.econbiz.de/10010367215

Investigating the pleasures of sin : the contingent role of arousal-seeking disposition in consumers' evaluations of vice and virtue product offerings

Verma, Swati; Guha, Abhijit; Biswas, Abhijit - In: Psychology & marketing 33 (2016) 8, pp. 620-628

Persistent link: https://www.econbiz.de/10011534721