Blar i Scientific articles på emneord "Advertising"
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Advertising's sequence of effects on consumer mindset and sales: A comparison across brands and product categories
(Peer reviewed; Journal article, 2022)Advertising has the power to influence how consumers experience, think, and feel about brands, but the sequence of these mindset effects may differ by brand and category. This paper analyzes how the mindset factors of ... -
Corporate social and environmental responsibility advertising: Advertising effectiveness as a function of viewing context
(Peer reviewed; Journal article, 2022)This study investigated the effects of corporate social and environmental responsibility (CSER) advertising, and programme-advertisement congruency, on advertising effectiveness. In a between-subjects design, participants ... -
Using different advertising humor appeals to generate firm-level warmth and competence impressions
(Peer reviewed; Journal article, 2023)An online experiment and a large-scale correlational study show that the effects of a humor appeal in product advertising go beyond consumers’ general attitudes toward the ad and the advertised product. A humor appeal ... -
Using different advertising humor appeals to generate firm-level warmth and competence impressions
(Peer reviewed; Journal article, 2023)An online experiment and a large-scale correlational study show that the effects of a humor appeal in product advertising go beyond consumers’ general attitudes toward the ad and the advertised product. A humor appeal ...