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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

User-generated-content : concept, typology, and marketing outcomes

Martí-Parreño, José; Scribner, Lisa L.; Ruiz Mafe, Carla - In: Engaging consumers through branded entertainment and …, (pp. 221-241). 2015

Persistent link: https://www.econbiz.de/10011389620

Communicating brands in an increasingly complex and global environment

Ruiz Mafe, Carla (ed.); Aldas-Manzano, Joaquin (ed.); … - 2017

Persistent link: https://www.econbiz.de/10011855051

Effects of message appeal and service type in CSR communication strategies

Andreu, Luisa; Casado-Díaz, Ana B.; Mattila, Anna S. - In: Journal of business research : JBR 68 (2015) 7, pp. 1488-1495

Persistent link: https://www.econbiz.de/10011297912

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

Product placement in video games as a marketing strategy : an attempt to analysis in Disney company

Bigné Alcañiz, J. Enrique; Küster, Inés; … - In: Breaking new ground in theory and practice, (pp. 3-20). 2011

Persistent link: https://www.econbiz.de/10009380153

La influencia de la implicación con el anuncio en el proceso de formación de actitudes

Bigné Alcañiz, J. Enrique (contributor); … - 2001 - [Elektronische Ressource], 1. ed

Persistent link: https://www.econbiz.de/10001595798

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

The value of marketer-generated content on social network sites : media antecedents and behavioral responses

Martínez-Navarro, Jesús; Bigné Alcañiz, J. Enrique - In: Journal of electronic commerce research : JECR 18 (2017) 1, pp. 52-72

Persistent link: https://www.econbiz.de/10011669612

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