Media Multitasking Contexts and Advertising Effectiveness of Traditional and Online Advertising: The Mediating Role of Attention
Media multitasking is a new consumption context that affects the way advertising stimuli are processed and evaluated. In two studies, we explore the effects of media multitasking contexts involving a
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06/03/2014
• #Marketing
Advertising Literacy in an Advergame Context. The Moderating Impact of an Advertising Literacy Training Session on Children’s Advertising Vulnerability
This study examines the impact of advergames and the role of an advertising literacy training session for children on their purchase request and behavioral intention in two experiments. The results
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06/03/2014
• #Advertising to children
Effects of Disclosing Brand Placement on Attention, the Use of Persuasion Knowledge and Brand Responses: An Eye Tracking Study
This eye tracking experiment (n = 149) investigates the effects of different ways of disclosing brand placement on viewers’ visual attention, use of persuasion knowledge, and brand responses.
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06/03/2014
• #Product Placement
Conventional Ads us. Product Placements: The Impact of Stimulus Integration on Viewer’s Brand Choice
Despite the increasing prevalence of product placement, no previous studies have compared the behavioral effects of conventional commercials and brand placements. This experiment consisted of
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06/03/2014
• #Product Placement
The Hierarchy of Effects Model to Understand Customer Responses to CSR in a Recession
The authors of this paper propose a hierarchy of effects model to study how corporate social responsibility associations impact customer affective and conative responses in the crisis context of the
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06/03/2014
• #Corporate Social Responsibility
The Good, the Bad and the Ugly truth - How Corporate Social Responsibility (CSR) Violations Affect Marketing Effectiveness
Although that managers may not intend to act unethically, situations can arise in which consumers interpret ordinary business decisions as a CSR violation. Research so far only focused on the direct
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06/03/2014
• #Corporate Social Responsibility
SME CSR and Performance: The Moderating Role of Stakeholder Salience
This paper focuses on the relationship between Corporate Social Responsibility (CSR) actions and firm performance investigating the moderation effect of the salience each stakeholder who benefits
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06/03/2014
• #Corporate Social Responsibility
Do CSR Enhance Premium Customer Preference and Loyalty? An Empirical Study
This study investigates how perceptions associated with corporate social responsibility (CSR) initiatives influence customers’ preference and loyalty in a controversial consumer market. We use of
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06/03/2014
• #Corporate Social Responsibility