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Record Nr. |
UNINA9910809458003321 |
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Titolo |
Branding and advertising / / edited by Flemming Hansen & Lars Bech Christensen |
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Pubbl/distr/stampa |
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[Copenhagen], : Copenhagen Business School Press |
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Herndon, VA, : Distribution, North America, Copenhagen Business School Press Books International, 2003 |
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ISBN |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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Altri autori (Persone) |
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HansenFlemming, Prof |
ChristensenLars Bech |
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Soggetti |
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Advertising |
Brand name products |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Bibliographic Level Mode of Issuance: Monograph |
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Nota di bibliografia |
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Includes bibliographical references (p. 410-469). |
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Nota di contenuto |
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Branding and Advertising -- Introduction: Branding & -- Advertising -- 1 Advertising and Brand Equity -- The Nature of Brands -- Brand Positioning -- Summary -- 2 Brands are just like real people! -- Brand personality in theory -- Brand personality measurement -- Overview research project -- Results -- Discussion -- Appendix A - SWOCC list of 102 personality items -- 3 Behavioural Finance-based advertising research in the mutual fund industry -- Advertising in the Mutual Fund Industry -- Risk-Return-Perceptions as Variables of Advertising Effects -- Relevance of Private Investors' Judgmental Heuristics for Risk-Return Perceptions and Advertising Content -- Experimental Study -- Discussion -- Appendix -- 4 An Evaluation of Corporate Brand Character -- Background -- Corporate brands and credibility -- The study -- Conclusion and implications -- 5 Barriers to e-Commerce -- Literature Review -- The Research Agenda -- Method -- Results -- Discussion -- 6 Advertising research: a case study of Lithuanian breweries -- Background -- Purpose of research -- Methodology -- Findings -- Conclusions -- Appendix -- 7 Advertising and the Prominence of the Corporate Brand -- The Role of the Corporate Brand in Corporate Image -- The Role of the Corporate Brand in Brand Portfolio Management -- Advertising Budget -- Degree |
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of Fit between Products and Core Business -- Globalization -- Study -- Corporate Brand Prominence: Content Analysis -- Codebook -- Company Information: Desk Research and Interviews -- Results -- Corporate Brand Prominence in Advertising -- Determinants of Corporate Brand Prominence -- Other Results -- 8 Analyzing Effects of Advertising Using Conditional Logistic Regression -- Introduction -- Logistic Regression -- Conditional Logistic Regression -- AdLab Results -- Conclusion -- 9 Modelling Purchases as a Function of Advertising and Promotion. |
Introduction -- The data material -- The methodology -- Presentation of results -- Summary -- Appendix I - Results from the STAS and logit model analyses -- 10 What do Art Directors think the Effects of Advertising are? -- Introduction -- Thinking, Knowledge and Doing -- Research methodology -- Findings -- Concluding remarks -- 11 Program Context Effects on Commercial Processing -- Program Context Effects on Recall and Attention towards Television Commercials -- Psychological Responses and Advertising Processing -- Mediation of Variations in Commercial Placement -- Method -- Results -- Discussion -- 12 Sports advertising: a review of perimeter advertising effectiveness -- Methodology: Identification of relevant articles and analysis -- Image (and attitudinal) effects of perimeter advertising -- Discussion -- Limitations and future research -- 13 Advertising and the Image of Politicians -- The image -- Political image formation: A constructivist approach -- Political image formation: A realist approach -- Practical implications -- 14 New Subtle Advertising Formats: Characteristics, Causes & -- Consequences -- Promotional seduction and Fordism - two sides of the same coin -- Current trends in advertising strategies, formats and contents -- The practitioners' perspective: professionals on current trends in advertising -- Discussion -- 15 Audience Reactions towards Non-Spot Advertising: -- Introduction -- Different forms of non-spot advertising -- Background for the growth in non-spot advertising -- Public reactions to non-spot advertising: findings from the literature -- Research design -- Audience research -- The nature and extent of non-spot advertising -- Audience reactions -- Conclusions -- 16 Conceptualising Television Advertising: -- Genre -- The genre matrix -- Genre evolution? -- Ironic Selling Propositions -- Possible advantages of ISP. |
Research perspectives -- 17 The Role of Lifestyle and Personality in Explaining the Attitude toward Ads and the Purchase Intentions -- Introduction -- Research on the effects of advertising -- Individual differences -- Personality and advertising -- Lifestyle and advertising -- Method -- Results -- Lifestyle -- Discussion -- Further Research -- Summary -- 18 Television advertising and children: A global perspective -- Introduction -- Children's media culture and advertising -- Global advertising and regulatory environment -- Theories of influence -- Literature review -- Research questions -- Methodology -- Results -- Discussion -- Conclusion -- 19 A Changed Picture of Children on Television -- Main questions -- Samples and method -- Findings interpreted in theoretical perspectives -- A wider view -- 20 Low Involvement Processing -- A summary of the Low Involvement Processing model -- Implicit Learning -- The limitations of Implicit Memory -- Case study -- Discussion -- 21 The Nature of Central and Peripheral Advertising Information Processing -- Low involvement information processing -- The ELAM Model -- Application of the model -- Differences between central and peripheral information processing -- Concluding remarks -- 22 A Note on the Role of Advertising in Memory Creation and Memory Reconstruction of Experiences -- |
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Introduction and Background -- A Societal View of Experiences -- A Commercial View of Experiences -- Definition of Experiences in this Chapter -- Experiences in a Memory Perspective -- The Role of Advertising in Memory Creation and Memory Reconstruction -- Summary and Suggestions for Future Research -- References -- About the Authors. |
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