Marketing Messaging

Article

The Influence Of “Attitude Toward The Typography” In A Print Advertising Context

Although the place of writing in communication remains important, surprisingly, little research has been done on the role of typography in an advertising context, especially on attitude toward the ad Read More »

Date: 06/03/2014
Author: Jennifer Amar, Olivier Droulers
Contributor: eb™ Research Team
Article

Brand Love: A Unitary Or Multiplex Phenomenon?

Brand love can be considered as the most intensive consumer brand relationship. It has become a hot topic in research as well as in marketing practice. Surprisingly, the fundamental question whether Read More »

Date: 06/03/2014
Author: Tobias Langner, Alexander Fischer, Jochen Kühn
Contributor: eb™ Research Team
Article

Does Engaging With A Web Site Lead To Telling Other Users About It?

We propose a model that analyses the relationship between Web site engagement and electronic word of mouth (e-WoM). Three further consequences to engagement relevant for online marketers -return Read More »

Date: 06/03/2014
Author: Antonio C. Cuenca, Enrique Bigné, Antonio Hyder
Contributor: eb™ Research Team
Article

It’s Not Only What You Say, But Also How You Say It: The Influence Of Threat Type And Message

The effectiveness of public service announcements (PSAs) is commonly assessed by measuring the overall appraisal of the depicted threat and the proposed recommendation. This theoretical orientation Read More »

Date: 06/03/2014
Author: Liliana Bove, Davide Orazi, Jing Lei
Contributor: eb™ Research Team
Article

Sustainability In Advertising: Impactful Or Inert?

The ability of consumers to identify sustainable messages in environmental advertising and the effect of these messages is explored. A content analysis provides insight into these judges’ Read More »

Date: 06/03/2014
Author: Shannon Cummins, Tim Reilly, Les Carlson, Stephen Grove
Contributor: eb™ Research Team
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