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Special section: Utterly fresh perspectives on consumer research and advertising

Warlop, Luk (contributor) - La Londe Conference in Marketing Communications and … - In: Journal of business research : JBR 67 (2014) 7, pp. 1519-1572

Persistent link: https://www.econbiz.de/10010379289

Trendsetter, Innovatoren, Studentenbudget? : eine Mehr-Methoden-Studie zur Werbung und Produktpräferenzen bei Studierenden

Jöckel, Sven (contributor); Hesser, Nico (contributor) - 2010

Studierende stellen für die werbetreibende Wirtschaft eine ganz besondere Zielgruppe dar. Einerseits verfügen Studierende nur über ein eingeschränktes Budget, andererseits sind sie Neuerungen gegenüber scheinbar besonders aufgeschlossen. Der vorliegende Band untersucht die Bedeutung von...

Persistent link: https://www.econbiz.de/10003945881

Europäische Werberegulierungssysteme am Beispiel geschlechterdiskriminierender Wirtschaftswerbung

Koch, Leonie Josefine - 2022 - 1. Auflage

Persistent link: https://www.econbiz.de/10012820296

Attitudes towards offensive advertising : Malaysian Muslims' views

De Run, Ernest Cyril; Butt, Muhammad Mohsin; Fam, Kim Shyan - In: Journal of Islamic marketing : JIMA 1 (2010) 1, pp. 25-36

Persistent link: https://www.econbiz.de/10003982693

Can ethnically targeted advertising work for malay adolescents? : the moderating role of the strength of ethnic identity

Butt, Muhammad Mohsin; De Run, Ernest Cyril - In: Asian Academy of Management journal : AAMJ 17 (2012) 1, pp. 13-39

Persistent link: https://www.econbiz.de/10009676039

Interpret me! : the interplay between visual metaphors and verbal messages in advertising

Ryoo, Yuhosua; Jeon, Yongwoog; Sung, Yongjun - In: International journal of advertising : the review of … 40 (2021) 5, pp. 760-782

Persistent link: https://www.econbiz.de/10012623885

Attitude toward nudity and advertising in general through the mediation of offensiveness and moderation of cultural values : evidence from Pakistan and the United States

Khalid, Afia; Awan, Raheel Amir; Qadeer, Faisal; Saeed, Zara - In: Pakistan journal of commerce and social sciences 17 (2023) 1, pp. 115-134

Considering the ever-increasing trend of utilizing nudity content in marketing, this study investigates whether consumers’ nudity attitudes modify their attitudes toward advertising in general (AAG) and also tests the mediation of offensiveness in this path. In addition, the study also tests...

Persistent link: https://www.econbiz.de/10014261164

Robust optimization for spread quality and shortfall in guaranteed targeted display advertising planning

Dai, Wenqiang; Liu, Min; Chu, Chengbin; Liu, Ming - In: Computers & operations research : an international journal 161 (2024), pp. 1-17

The problem addressed in this paper is the impression allocation planning of Guaranteed Targeted Display Advertising (GTDA) problem in online display advertising market. In this problem, a publisher desires (1) an even spread of impressions, i.e., ad exposures, across various audience segments,...

Persistent link: https://www.econbiz.de/10014557765

Increasing the efficacy of emotional appeal ads on online video-watching platforms : the effects of goals and emotional approach tendency on ad-skipping behavior

Jeon, Yongwoog; Ryoo, Yuhosua; Yoon, Hye Jin - In: Journal of advertising 53 (2024) 1, pp. 1-18

Persistent link: https://www.econbiz.de/10014575197

Buying a chance at love : the influence of attachment anxiety on consumer preference for romantic advertising

Davis, Cassandra Denise; Jeong, Hyewook Genevieve; … - In: Journal of advertising 53 (2024) 3, pp. 326-341

Persistent link: https://www.econbiz.de/10014575281