International Journal of Advertising
Papers 1381
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#1Martin Eisend (European University Viadrina)H-Index: 25
#2Sara Rosengren (HHS: Stockholm School of Economics)H-Index: 15
#1May O. Lwin (NTU: Nanyang Technological University)H-Index: 23
#2Andrew Z. H. Yee (SUTD: Singapore University of Technology and Design)H-Index: 3
Last.K. Vijaya (Health Promotion Board)
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AbstractNumerous studies have highlighted the undesirable effects of food advertising on children across the world. However, very few researchers have looked at the impact of food advertising restr...
#1Jisu Huh (UMN: University of Minnesota)H-Index: 19
#2Hyejin Kim (DePaul University)
Last.Jaideep Srivastava (UMN: University of Minnesota)H-Index: 41
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AbstractThis study examines the role of source trust in viral ad diffusion, specifically the impact of source trust on the reach and speed of ad diffusion. It tests the feasibility of using compute...
AbstractOne potentially valuable strategy for companies to build brand equity for their products and services is to actually link their brands to other people, places and things. By linking their b...
#1Lira Yun (UBC: University of British Columbia)H-Index: 3
#2Kihan Kim (SNU: Seoul National University)H-Index: 12
Last.Yunjae Cheong (HUFS: Hankuk University of Foreign Studies)H-Index: 11
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AbstractThis study examines the possibility that ambush marketers may run the risk of image corruption if consumers correctly discern the true sponsors from the ambush marketers. Further investigat...
#1Younghwa Lee (SKKU: Sungkyunkwan University)
#2Joon Yong Seo (SUNY: State University of New York System)H-Index: 3
Last.Sukki Yoon (Bryant University)H-Index: 14
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AbstractPhilanthropic appeals are more persuasive if messages match the processing styles of potential donors. To help marketers design more congruent charity appeals, the authors conduct two exper...
#1Seoyeon Hong (Rowan University)
#2Matthew Pittman (UT: University of Tennessee)H-Index: 5
AbstractConsumers encounter many cues when making online purchases, particularly when reading product reviews. When competing heuristics are triggered, which emerges as more persuasive? This study ...
#1Mira Mayrhofer (University of Vienna)H-Index: 2
#2Jörg Matthes (University of Vienna)H-Index: 30
Last.Brigitte Naderer (University of Vienna)H-Index: 7
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AbstractOn Facebook, companies not only actively spread branded content themselves, they also encourage users to do so. Hence, persuasive messages blend into the stream of content, making it increa...
#1Bartosz W. Wojdynski (UGA: University of Georgia)H-Index: 8
#2Nathaniel J. Evans (UGA: University of Georgia)H-Index: 8
AbstractCovert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that a...
2 CitationsSource
#1Nathaniel J. Evans (UGA: University of Georgia)H-Index: 8
#2Bartosz W. Wojdynski (UGA: University of Georgia)H-Index: 8
1 CitationsSource
Top fields of study
Advertising research
Public relations