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Disclosing the persuasive nature of advergames : moderation effects of mood on brand responses via persuasion knowledge

Reijmersdal, Eva A. van; Lammers, Nienke; Rozendaal, Esther - In: International journal of advertising : the quarterly … 34 (2015) 1, pp. 70-84

Persistent link: https://www.econbiz.de/10011298746

Men and women watching and reading : gender and information processing opportunity effects in advertising

Papyrina, Veronika - In: Journal of marketing communications 21 (2015) 2, pp. 125-143

Persistent link: https://www.econbiz.de/10011302876

Friend-zone with benefits : the parasocial advertising of Kim Kardashian

Lueck, Jennifer Anette - In: Journal of marketing communications 21 (2015) 2, pp. 91-109

Persistent link: https://www.econbiz.de/10011302878

More isn't always better : exploring the influence of familiarity when using multiple celebrity endorsers

Thomas, Veronica L.; Fowler, Kendra - In: Journal of promotion management : JPM 21 (2015) 2, pp. 208-223

Persistent link: https://www.econbiz.de/10011305256

Net neutrality and internet fragmentation : the role of online advertising

D'Annunzio, Anna; Russo, Antonio - 2015 - This version: July 2015

strategically set termination fees to induce fragmentation. This takes place when advertising revenues are potentially large but … identify an important link between termination fees, the online advertising market and Internet fragmentation. We extend the … model to account for multi-homing consumers, vertically integrated ISPs, third-party advertising platforms and heterogeneous …

Persistent link: https://www.econbiz.de/10011305392

The effects of direct-to-consumer advertising of pharmaceuticals on adherence

Cardon, James H.; Showalter, Mark H. - In: Applied economics 47 (2015) 49/51, pp. 5432-5444

Persistent link: https://www.econbiz.de/10011341789

The impacts of advertising assets and R&D assets on reducing bankruptcy risk

Jindal, Niket; McAlister, Leigh - In: Marketing science : the marketing journal of the … 34 (2015) 4, pp. 555-572

Persistent link: https://www.econbiz.de/10011313061

Raising red flags : the change in deceptive advertising of weight loss products after the Federal Trade Commission's 2003 Red Flag Initiative

Avery, Rosemary J.; Cawley, John H.; Eisenberg, Matthew; … - In: Journal of public policy & marketing : JPP & M ; an … 32 (2013) 1, pp. 129-139

Persistent link: https://www.econbiz.de/10009753872

Magazine advertising : factors influencing the effectiveness of celebrity advertising

Martín-Santana, Josefa D.; Beerli-Palacio, Asunción - In: Journal of promotion management : JPM 19 (2013) 2, pp. 139-166

Persistent link: https://www.econbiz.de/10009754907

Anthropomorphism and allegory in advertising across cultures : effects on memory and persuasion

Gelbrich, Katja; Gäthke, Daniel; Westjohn, Stanford A. - In: Journal of euromarketing 21 (2012) 4, pp. 174-192

Persistent link: https://www.econbiz.de/10009755856