Advances in Advertising Research (Vol. V) Extending the Boundaries o
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th International Conference in Advertising (ICORIA) which was held in Zagreb (Croatia) in June 2013. The
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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 S. Rosengren, Stockholm, Sweden 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 Assistant Prof. Sara Rosengren School of Economics, Stockholm Prof. Edith Smit University of Amsterdam Prof. Ralf Terlutter University of Klagenfurt
Ivana Bušljeta Banks Patrick De Pelsmacker Shintaro Okazaki (Eds.)
Advances in Advertising Research (Vol. V) Extending the Boundaries of Advertising
Editors Ivana Bušljeta Banks Zagreb School of Economics and Management Zagreb, Croatia
Shintaro Okazaki Universidad Autónoma de Madrid Madrid, Spain
Patrick De Pelsmacker University of Antwerp Antwerp, Belgium
European Advertising Academy ISBN 978-3-658-08131-7 ISBN 978-3-658-08132-4 (eBook) DOI 10.1007/978-3-658-08132-4 Library of Congress Control Number: 2013938751 Springer Gabler © Springer Fachmedien Wiesbaden 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, speci¿cally the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on micro¿lms 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. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a speci¿c statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper Springer Gabler is a brand of Springer Fachmedien Wiesbaden Springer Fachmedien Wiesbaden is part of Springer Science+Business Media (www.springer.com)
Preface It is with distinct pleasure that we present to yo
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