Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This book addresses challenges in research and management pertaining to the media, contents, and audiences in our current era of (dis)engagement. These challenges relate to the evidence pointing to increasing/decreasing interactions between actors in social, cultural, and economic systems. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 15th International Conference in Advertising (ICORIA) which was held in Ljubljana (Slovenia) in July 2016. The conference gathered more than 130 participants from various countries from nearly all continents. Contents       Advertising Media, Content, Audiences       Advertising Processing and Reception       Online Advertising and Communication       Advertising Effectiveness  Target Grou ps Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas The Editors Vesna Zabkar, Ph.D., is a full professor of marketing and vice-dean of research at the Faculty of Economics, University of Ljubljana.   Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Business. --- Marketing. --- Business and Management. --- Advertising --- Research --- Research. --- Advertising research --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Retail trade --- Business --- Communication in marketing --- Industrial publicity --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Consumer goods --- Domestic marketing --- Retail marketing --- Industrial management --- Aftermarkets --- Marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors explain the foundations in philosophy of science and the various methodological approaches to readers who are working empirically with the purpose of developing and testing theories in marketing. The primary target group of the book are graduate students and PhD students who are preparing their empirical research projects, e.g. for a master thesis or a dissertation.

Methods in social research (general) --- Marketing --- sociologie --- ethiek --- marketing --- onderzoeksmethoden

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Im Mittelpunkt dieses Lehrbuches stehen die Grundlagen und Schlussweisen bei der Anwendung empirischer Methoden zur Theoriebildung und Theorieprüfung. Die Autoren stellen die wissenschaftstheoretischen und methodischen Grundlagen klar und anschaulich dar im Hinblick auf die Zielsetzung empirisch ausgerichteter wissenschaftlicher Arbeiten, einen Beitrag zur (Weiter-)Entwicklung von Theorien zu leisten und deren Bewährung empirisch festzustellen. Bei Aspekten der Wissenschaftstheorie wird auf der 3. Auflage von „Marketing-Theorie“ aufgebaut. Hinsichtlich methodischer Gesichtspunkte stehen die Grundideen von Untersuchungsdesigns und Methoden im Zentrum, nicht deren technische Einzelheiten. Zielgruppe sind fortgeschrittene Studierende in betriebswirtschaftlichen Masterprogrammen sowie Doktoranden und Doktorandinnen, die am Beginn eines empirisch ausgerichteten Dissertationsprojekts stehen. Der Inhalt • Einführung: Empirische Forschung und Betriebswirtschaftslehre • Wesen und Relevanz von Theorien • Die wissenschaftstheoretische Grundlage: Wissenschaftlicher Realismus • Wege zur Theoriebildung • Ansätze zur Prüfung von Theorien • Gewinnung von Daten zum Theorietest: Operationalisierung und Messung • Hypothesen und Modelle beim Theorietest • Test von Kausalbeziehungen • Generalisierbarkeit von Untersuchungsergebnissen • Forschungsethik und Forschungspraxis Die Autoren Prof. Dr. Martin Eisend lehrt Betriebswirtschaftslehre, insbesondere Marketing an der Europa-Universität Viadrina in Frankfurt/Oder. Prof. Dr. Alfred Kuß ist Professor (em.) am Marketing-Department der Freien Universität Berlin.

Marketing.

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

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 needed to guide choices regarding ad content and execution, media placement, social networks, and campaign effectiveness. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 14th International Conference in Advertising (ICORIA), which was held in London (UK) in July 2015. The conference gathered more than 150 participants from various countries from nearly all continents, including Europe, North and South America, Asia, and Australia. Contents • Online Advertising/Social Networks • Consumer Responses to Advertising • Culture and Advertising Target Groups • Researchers, instructors, students, and practitioners in the fields of advertising, communication, marketing and media management. The Editors George Christodoulides is Professor of Marketing and Assistant Dean for Research at Birkbeck, University of London. Anastasia Stathopoulou is Lecturer in Marketing at Birkbeck, University of London. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Business. --- Marketing. --- Business and Management. --- Advertising --- Research. --- Advertising research --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in a converging media society. It specifically relates to the increasing power of consumers in the (digital) marketing process and discusses the challenges this may bring to advertisers. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 16th International Conference in Advertising (ICORIA) which was held in Ghent (Belgium) in June 2017. The conference gathered more than 160 participants from over 30 countries all over the world. Contents Going Beyond: Persuading the Consumer with New Advertising Formats Getting Inside the Game: Effectiveness of In-Game Advertising How to Create Your Ad: An Insight into the Effects of Advertising Execution Styles Doing Good: Corporate Social Responsibility and Consumer Protection Let them Talk: How to Increase and Evaluate Word of Mouth It’s All about Context: Situational Influences on Advertising Effects Target Groups Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas. The Editors Verolien Cauberghe is Associate Professor of Marketing Communication at Ghent University, Belgium. Liselot Hudders is Assistant Professor of Marketing Communication and Consumer Behavior at Ghent University, Belgium. Martin Eisend is Professor of Marketing at the European University Viadrina, Frankfurt (Oder), Germany.

Business. --- Internet marketing. --- Business and Management. --- Branding. --- Consumer Behavior. --- Online Marketing/Social Media. --- Online marketing --- Web marketing --- World Wide Web marketing --- Electronic commerce --- Marketing --- Trade --- Economics --- Management --- Commerce --- Industrial management --- Advertising --- Research --- Ads --- Advertisements --- Advertising, Consumer --- Advertising, Retail --- Advertising, Store --- Commercial speech --- Consumer advertising --- Retail advertising --- Speech, Commercial --- Store advertising --- Business --- Communication in marketing --- Industrial publicity --- Retail trade --- Advertisers --- Branding (Marketing) --- Propaganda --- Public relations --- Publicity --- Sales promotion --- Selling --- Branding (Marketing). --- Motivation research (Marketing). --- Marketing research --- Motivation (Psychology) --- Brand name products --- Psychological aspects --- Consumer behavior. --- Telemarketing. --- Consumer Behavior . --- Digital Marketing. --- Electronic marketing --- Telephone marketing --- Direct marketing --- Telematics --- Telephone selling --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Human behavior --- Consumer profiling --- Market surveys