Advances in Advertising Research (Vol. VII) Bridging the Gap between
Focusing on a range of advertising formats, this book provides international state-of-the-art research inter alia on the fast evolving and increasingly complex advertising landscape that raises a number of challenges for advertisers. Further research is n
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George Christodoulides Anastasia Stathopoulou Martin Eisend Editors
Advances in Advertising Research (Vol. VII) Bridging the Gap between Advertising Academia and Practice
European Advertising Academy
Executive Board Members: S. Okazaki, London, United Kingdom P. De Pelsmacker, Antwerp, Belgium H. Voorveld, Amsterdam, The Netherlands M. Eisend, Frankfurt an der Oder, Germany S. Diehl, Klagenfurt, Austria T. Langner, Wuppertal, Germany S. Rosengren, Stockholm, Sweden S. Boerman, Amsterdam, The Netherlands
The objective of the European Advertising Academy (EAA) is to provide a profes sional 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. Shintaro Okazaki King’s College, United Kingdom Prof. Patrick De Pelsmacker University of Antwerp, Belgium Prof. Hilde Voorveld University of Amsterdam The Netherlands Prof. Martin Eisend Europa-Universität Viadrina Frankfurt an der Oder, Germany Prof. Sandra Diehl Alpen-Adria-Universität Klagenfurt Austria
Prof. Tobias Langner Bergische Universität Wuppertal Germany Prof. Sara Rosengren Stockholm School of Economics Sweden Dr. Sophie Boerman University of Amsterdam The Netherlands
George Christodoulides Anastasia Stathopoulou · Martin Eisend (Eds.)
Advances in Advertising Research (Vol. VII) Bridging the Gap between Advertising Academia and Practice
Editors George Christodoulides London, UK
Martin Eisend Frankfurt (Oder), Germany
Anastasia Stathopoulou London, UK
European Advertising Academy ISBN 978-3-658-15220-8 (eBook) ISBN 978-3-658-15219-2 DOI 10.1007/978-3-658-15220-8 Library of Congress Control Number: 2016948296 Springer Gabler © Springer Fachmedien Wiesbaden 2017 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. 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 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 This Springer Gabler imprint is published by Springer Nature The registered company is Springer Fachmedien Wiesbaden GmbH The regi
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