Advances in Advertising Research (Vol. IV) The Changing Roles of Adv
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden) in June 2012. T
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Executive Board Members: S. Diehl, Klagenfurt, Austria M. Eisend, Frankfurt (Oder), Germany R. Heath, University of Bath, United Kingdom T. Langner, Wuppertal, Germany P. Neijens, Amsterdam, Netherlands S. Okazaki, Madrid, Spain P. De Pelsmacker, Antwerp, Belgium E. Smit, Amsterdam, Netherlands R. Terlutter, Klagenfurt, Austria
The objective of the European Advertising Academy (EAA) is to provide a professional association to academics and practitioners interested in advertising and its applications that will promote, disseminate and stimulate high quality research in the field.
Executive Board Members: Prof. Sandra Diehl University of Klagenfurt Prof. Martin Eisend European University Viadrina Frankfurt (Oder) Prof. Robert Heath University of Bath Prof. Tobias Langner Bergische University Wuppertal Prof. Peter Neijens University of Amsterdam
Prof. Shintaro Okazaki Universidad Autónoma de Madrid Prof. Patrick De Pelsmacker University of Antwerp Prof. Edith Smit University of Amsterdam Prof. Ralf Terlutter University of Klagenfurt
Sara Rosengren • Micael Dahlén Shintaro Okazaki (Eds.)
Advances in Advertising Research (Vol. IV) The Changing Roles of Advertising
Editors Sara Rosengren School of Economics Stockholm, Sweden
Shintaro Okazaki Universidad Autonoma de Madrid Madrid, Spain
Micael Dahlén School of Economics Stockholm, Sweden
ISSN 1869-6929 ISBN 978-3-658-02364-5 DOI 10.1007/978-3-658-02365-2
ISSN 1869-6937 (electronic) ISBN 978-3-658-02365-2 (eBook)
The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data are available in the Internet at http://dnb.d-nb.de. Library of Congress Control Number: 2013938751 Springer Gabler © Springer Fachmedien Wiesbaden 2013 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt f
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