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How to craft humorous advertisements across diverse cultures? : multi-country insights from Brazilian, Chinese and American consumers

Zhu, Ying; Wang, Valerie Lynette; Wang, Yong Jian; Wei, … - In: International journal of consumer studies 46 (2022) 3, pp. 716-730

Persistent link: https://www.econbiz.de/10013176901

Publicity about athlete endorsers affects responses to ads via motivational activation

Read, Glenna L.; Kim, Jihoon; Lee, Yen-I; Sun, Shuoya; … - In: Sport marketing quarterly : preferred journal of the … 31 (2022) 2, pp. 101-112

Persistent link: https://www.econbiz.de/10013346950

The effect of emotionally-arousing ad appeals on memory : time and fit matter

Riemer, Hila; Noel, Hayden - In: International journal of advertising : the review of … 40 (2021) 7, pp. 1024-1046

Persistent link: https://www.econbiz.de/10012650617

Development and validation of an emic scale to measure ad-evoked nostalgia in France

Merchant, Altaf; Ford, John B.; Dianoux, Christian; … - In: International journal of advertising : the quarterly … 35 (2016) 4, pp. 706-729

Persistent link: https://www.econbiz.de/10011585286

Review of neuroscience in marketing: areas, emotions and tools

Gala, Prachi; Gligor, David - In: International journal of business innovation and … 27 (2022) 1, pp. 76-100

Persistent link: https://www.econbiz.de/10012887908

The persuasiveness of metaphor in advertising

Septianto, Felix; Pontes, Nicolas; Tjiptono, Fandy - In: Psychology & marketing 39 (2022) 5, pp. 951-961

Persistent link: https://www.econbiz.de/10013186894

Advertising decision makers' and consumers' perceptions of media substitutability

Golob, Urša; Podnar, Klement - In: Journal of promotion management : JPM 21 (2015) 6, pp. 798-816

Persistent link: https://www.econbiz.de/10011433666

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 … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …

Persistent link: https://www.econbiz.de/10014318225

The buffer effect : the role of color when advertising exposures are brief and blurred

Wedel, Michel; Pieters, Rik - In: Marketing science : the marketing journal of the … 34 (2015) 1, pp. 134-143

Persistent link: https://www.econbiz.de/10010497612

Do investors show an attentional bias toward past performance? : an eye-tracking experiment on visual attention to mutual fund disclosures in simplified fund prospectuses

Hüsser, Andreas; Wirth, Werner - In: Journal of financial services marketing : JFSM 19 (2014) 3, pp. 169-185

Persistent link: https://www.econbiz.de/10010497766

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