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Generation Z's and millennials' perception of masculinity in advertising : a challenge for advertisers
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39
Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus …
Persistent link: https://www.econbiz.de/10014318225
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The use of brand and masculinity archetypes in analysing consumer engagement in advertising
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38
Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …
Persistent link: https://www.econbiz.de/10014230646
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Probleme und Möglichkeiten zur Bestimmung der Promotioneffizienz bei konsumentengerichteten Promotions
Wilhelm, Anette - 2004
In der Literatur gibt es bislang nur eine sehr geringe Anzahl von Ausarbeitungen, die sich mit dem Thema Promotioneffizienz beschäftigen, die darüber hinaus größtenteils auch nur von geringer Aktualität ist. Daher liegt neben der theoretischen Einleitung in das Thema Verkaufsförderung der...
Persistent link: https://www.econbiz.de/10010297034
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Sponsoringstudie 2012 – Wie die Sponsoren der Fußball-Bundesliga von der Stärke der Vereinsmarken profitieren können
Woisetschläger, David; Backhaus, Christof; Dreisbach, Jan - 2012
Hervorgehend aus der zentralen Bedeutung der Zielsetzung des Transfers von positiven Einstellungsmerkmalen auf die Sponsorenmarke widmet sich die Sponsoringstudie 2012 speziell den folgenden Fragestellungen: 1. Welche Potenziale bieten die Vereine ihren Sponsoren hinsichtlich eines positiven...
Persistent link: https://www.econbiz.de/10010311729
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What's advertising content worth? : evidence from a consumer credit marketing field experiment
Bertrand, Marianne; Karlan, Dean; Mullainathan, Sendhil; … - 2009
Firms spend billions of dollars each year advertising consumer products in order to influence demand. Much of these outlays are on the creative design of advertising content. Creative content often uses nuances of presentation and framing that have large effects on consumer decision making in...
Persistent link: https://www.econbiz.de/10003811505
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Driving online and offline sales : the cross-channel effects of digital versus traditional advertising
Dinner, Isaac M.; Heerde, Harald J. van; Neslin, Scott A. - 2011 - Rev.
Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e.g., digital advertising affecting online sales)...
Persistent link: https://www.econbiz.de/10009626237
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Investigating the factors influence tweens' purchase intention through peer conformity in Taiwan
Tseng, Li-yu; Lee, Tian-shyug - In: Advances in management & applied economics 3 (2013) 3, pp. 259-277
Past research has focused mainly on discovering the relationship between brand image, brand attitude, and purchasing behavior. Such studies have found that consumers will rely on brand preference as the major purchasing reference when they have positive brand attitudes toward products. Because...
Persistent link: https://www.econbiz.de/10009759740
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The communication effects of audience situation and message framing on smoking cessation
Yang, Dong-jenn - In: International journal of management, economics and … 2 (2013) 4, pp. 252-264
This study examined the communication effects of smoking cessation by using message framing (positive messages/negative messages) and audience situation (smoker/nonsmoker and high/low self-efficacy). The study used 207 valid homogeneous subjects and a between-subject experiment method was...
Persistent link: https://www.econbiz.de/10010224763
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Social Influence in Social Advertising : Evidence from Field Experiments
Bakshy, Eytan - 2012
Social advertising uses information about consumers' peers, including peer affiliations with a brand, product, organization, etc., to target ads and contextualize their display. This approach can increase ad efficacy for two main reasons: peers' affiliations reflect unobserved consumer...
Persistent link: https://www.econbiz.de/10013105318
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Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising
Sayedi, Amin - 2012
Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because they self-identify themselves by searching for a...
Persistent link: https://www.econbiz.de/10013106898