to the different schemas that consumers use in ad processing. Consumers can relate advertising to expectations about ads … are congruent with the brand schema. Brand beliefs and categorization change as a result of incongruent advertising …

product. We build a micro-model where multiple firms compete through targeted advertising. Consumers make inferences from … targeted advertising about their potential match values for the product category, as well as the advertising firm's unobserved … throughout the category. We find that the increase in consumer search creates an advertising spillover beyond the level of the …

advertising goals; and (iv) the skippable format is better suited for less ambitious advertising goals, such as brand awareness …

towards smartphone advertising, (2) measuring the level of impact of the factors, (3) testing the difference of attitudes …) proposing some managerial implications to have better Vietnamese consumer attitudes towards smartphone advertising. The study … are five main factors affecting Vietnamese consumer attitudes towards smartphone advertising positively, arranged by …

I present a model to describe the effects of persuasive advertising targeted at consumers with expectation …-based reference-dependent preferences. Persuasive advertising is competitive and increases the salience of advertised products while … deflated. I show that under moderate levels of loss aversion and product differentiation persuasive advertising has strictly …

social media advertising; second, to classify the factors into four main dimensions (namely: source, social, content and …

Native advertising is the ... …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad …

. Guerrilla advertising is one of the growing marketing techniques which are used by advertising industry that makes a use of … research is causal. The buying behavior of consumer is taken as a dependent variable and guerrilla advertising as an … found that there is a significant impact of guerrilla advertising on consumer buying behavior …

-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global … services. The specific question which appears in this context is whether to use standardized or adapted advertising. The … globalization on the recipients’ perception of the adver-tising activity of foreign companies operating in the Polish market …