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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://www.econbiz.de/10012430510

The effects of message framing in CSR advertising on consumers' emotions, attitudes, and behavioral intentions

Stadlthanner, Katja Anna; Andreu, Luisa; Ribeiro, … - In: Journal of hospitality marketing & management 31 (2022) 7, pp. 777-796

Persistent link: https://www.econbiz.de/10013357136

Sponsored consumer-generated advertising in the digital era : what prompts individuals to generate video ads and what creative strategies do they adopt?

Martínez-Navarro, Jesús; Bigné Alcañiz, J. Enrique - In: International journal of advertising : the review of … 41 (2022) 4, pp. 623-654

Persistent link: https://www.econbiz.de/10013209384

Multiple touchpoints in brand communication

Bigné Alcañiz, J. Enrique (ed.); Rosengren, Sara (ed.) - ICORIA <17., 2018, Valencia> - 2019

Persistent link: https://www.econbiz.de/10011950106

The background music-content congruence of TV advertisements : a neurophysiological study

Ausin-Azofra, Jose Manuel; Bigné Alcañiz, J. Enrique; … - In: European research on management and business economics 27 (2021) 2, pp. 1-14

Music affects viewers’ responses to advertisements. In this study we present the findings of an experiment that investigates the emotional and cognitive reactions of subjects’ brains during exposure to television advertisements with music congruent, and incongruent, with the advertisement...

Persistent link: https://www.econbiz.de/10012596271

The application of neuromarketing tools in communication research : a comprehensive review of trends

Casado-Aranda, Luis-Alberto; Sánchez-Fernández, Juan; … - In: Psychology & marketing 40 (2023) 9, pp. 1737-1756

Persistent link: https://www.econbiz.de/10014338321