págs. 3-4
The Dark Corners Where Research Strategies Hide: Throwing Light at the Intersection of the New and the Old.
págs. 9-10
How Healthy is Your Brand-Health Tracker?: How Healthy is Your Brand-Health Tracker?
págs. 11-13
For Better, for Worse?: What to Do When Celebrity Endorsements Go Bad
págs. 15-30
Are You In Good Hands?: Slogan Recall: What Really Matters
págs. 31-42
The Word of Mouth Dynamic: How Positive (and Negative) WOM Drives Purchase Probability: An Analysis of Interpersonal and Non-Interpersonal Factors.
Rodolfo Vázquez Casielles, Leticia Suárez Álvarez, Ana Belén del Río Lanza
págs. 43-60
Judging a Magazine by Its Advertising: Exploring the Effects of Advertising Content on Perceptions of a Media Vehicle
págs. 61-70
Do Online Video Platforms Cannibalize Television?: How Viewers Are Moving from Old Screens to New Ones
págs. 71-82
The Good News About Television: Attitudes Aren't Getting Worse: Tracking Public Attitudes toward TV Advertising
págs. 83-89
Second-by-Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing
págs. 91-100
Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
págs. 101-118
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