Advances in Advertising Research XIV: Harder, Better, Faster, Stronger: Advertising and Communication Between Immediacy and Sustainability

Name: Advances in Advertising Research XIV: Harder, Better, Faster, Stronger: Advertising and Communication Between Immediacy and Sustainability
Brand: Springer Gabler
SKU: 9783658447151
Price: 12486.0 INR
Availability: InStock

by Alexandra Vignolles , Martin K. J. Waiguny

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ISBN13: 9783658447151
Binding: Paperback
Subject: N/A
Publisher: Springer Gabler
Publisher Imprint: Springer Gabler
Publication Date: January 1, 2024
Pages: 281
Original Price: EUR 169.99
Language: English
Edition: N/A
Item Weight: 348 grams
BISAC Subject(s): Marketing / General

About The Book

- The effects of sponsorship termination on the sponsored team's fans and rival fans.- The effects of social media firestorms on company reputation and consumer behavior.- Let's Dance a Little Bit.- Debunking greenwashing: Investigating the individual drivers of perceived greenwashing and negative word-of-mouth.- The pressure for the perfect shape.- Advertising.- Primacy Effect on Instagram Stories.- Analyzing verbal content of political spots in the 2020 U.S. presidential election.- A Content Analysis of Hegemonic Masculine Traits in Ghanaian Alcohol Advertisements.- Marketing Client Perceptions of the Advertising Agency Development Process.- Influencer in Fashion Hauls.- Made to Impress.- Consumer Hypocrisy.- An Eye-Tracking Analysis of Visual Attention In The Emotionally Appealing Commercial.- How much is too much.- Entertainment in news media brands.- The effect of humor in obesity-prevention messages and brand advertising.- Striving for More Than Just Profit.- What Kind of Crisis Communication Messages Benefit Corporate Reputation on High and Minimal Responsibility Case.- The power of threat and efficacy in green communication.- Gender-Neutral Pronouns and Consumers' Microaggressions Towards "Them".

About The Author

Alexandra Vignolles is Associate Professor of Marketing at INSEEC Bordeaux and currently Dean of Academic Affairs at INSEEC. Her research addresses consumer behavior, nostalgia and retrobranding. She has published in high-ranked journals.
Martin K. J. Waiguny is Professor of Consumer Behaviour and Marketing at the IMC University of Applied Sciences Krems and currently the Academic Head of the university. His research addresses mainly our behaviour with new media like games, social media, and other entertainment formats. Furthermore, he researches children's consumer behaviour. His research is published in international marketing, management and media journals.

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