Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User’s Experience and Their Promotion-proneness

Abstract

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme 'The changing roles of advertising'. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network. Contents · The Roles of Advertising · The Faces of Advertising · Perceptions of Advertising · Reception of Advertising Target Groups · Researchers, students, and practitioners in the fields of advertising, communications, marketing, and media management The Editors: Sara Rosengren and Micael Dahlén work at the Stockholm School of Economics. Shintaro Okazaki is Associate Professor of Marketing at the College of Economics and Business Administration, Universidad Autónoma de Madrid, Spain. The Roles of Advertising. Customer Engagement Behavior: Interacting with Companies and Brands on Facebook / Sofie Bitter, Sonja Grabner-Kräuter -- Choose Your Ad Paper Type Carefully: How Haptic Ad Paper Characteristics Affect Product Judgments / Tobias Langner, Alexander Fischer, Philipp Brune -- Social Media Engagement that Drives Purchase Behavior / Edward C Malthouse, Mark Vandenbosch, Su Jung Kim -- Who "Likes" Brands? Exploring the Characteristics of Brand Fans on Facebook / Philipp Rauschnabel, Gunnar Mau, Björn Sven Ivens -- Webcare as Customer Relationship and Reputation Management? Motives for Negative Electronic Word of Mouth and Their Effect on Webcare Receptiveness / Lotte Willemsen, Peter C. Neijens, Fred A. Bronner. The Faces of Advertising. Product Placement: A New Definition, Classificatory Framework and Agenda for Future Research / Shinyi Chin, Bradley Wilson, Angelina Russo -- Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User's Experience and Their Promotion-proneness / Esmeralda Crespo-Almendros -- Celebrities as Indirect Spokespeople in Advertising / Jasmina Ilicic, Cynthia M. Webster -- The Importance of the Social Context on the Impact of Product Placements / Valeria Noguti, Cristel Antonia Russell -- Is Website Interactivity Always Beneficial? An Elaboration Likelihood Model Approach / Polyxeni (Jenny) Palla, Rodoula H. Tsiotsou -- Message Framing: How Source Credibility Moderates the Effects of Outcome Type and Outcome Valence / Sandra Praxmarer-Carus, Marina Isabel Czerwinka -- Modeling Synergies in Cross-Media Strategies: On-line and Off-line Media / Jana Suklan, Vesna Žabkar -- Investigating the Entertainment-Persuasion Link: Can Educational Games Influence Attitudes Toward Products? / Martin K.J. Waiguny -- Cross-Media Synergy: Exploring the Role of the Integration of Ads in Cross-Media Campaigns / Hilde A.M. Voorveld, Sanne Valkenburg. Perceptions of Advertising. Health versus Appearance Focus in One- versus Two-sided Messages Discouraging Sun Tanning / Erlinde Cornelis, Verolien Cauberghe, Patrick De Pelsmacker -- The Effectiveness of Green Advertisements: Combining Ad-based and Consumer-based Research / Lynn De Vlieger, Liselot Hudders, Gino Verleye -- "I" Lose, "Others" Gain -- Message Framing and Beneficial Appeals in Ads Promoting Green Consumption / Alexandra Langer -- Developing Different Types of Anticipated Experience Positioning for Electric Cars / Ingrid Moons, Patrick De Pelsmacker -- Value Appeals in Chinese Television Advertising for Automobiles: A Content Analysis / Liyong Wang, Carolus L.C. Praet. Reception of Advertising. Face Value: Images of Headless Decorative Models Increase Consumer Identification and Product Attitudes / Hanna Berg, Magnus Söderlund -- Appreciation and Effects of Sponsorship Disclosure / Sophie C. Boerman, Eva A. van Reijmersdal, Peter C. Neijens -- When Self-Referencing Cues are Harmful: The Effects of "For You" Statements in Advertisements on Product Attitudes / Sandra Bombe, Heribert Gierl -- An Examination of the Current Usage of Probability Markers in Print Advertising: A Content Analysis / Ivana Bušljeta Banks, Patrick De Pelsmacker -- The Influence of Demographic Factors on the Perception of Humane-Oriented (CSR) Appeals in Advertisements: A Multi-Country Analysis / Sandra Diehl, Barbara Mueller, Ralf Terlutter -- Are You Involved? Are You Focused?: The Regulatory Fit and Involvement Effects on Advertisement Effectiveness / Ezgi Merdin, Mina Seraj -- An Examination of The Effects of Message Content that Categorizes the Customer / Magnus Söderlund, Claes-Robert Julander -- Cultural Differences? Visual Metaphor in Advertising: Comprehension and Tolerance of Ambiguity in Four European Countries. / Andreu van Hooft, Margot van Mulken, Ulrike Nedertigt -- The Online Behavioural Advertising Icon: Two User Studies / Guda van Noort, Edith G. Smit, Hilde A.M. Voorveld -- Children's Responses to Traditional Versus Hybrid Advertising: The Moderating Role of Persuasion Knowledge / Yann Verhellen [and others] -- The Effects of Consumers' Subjective Knowledge on Evaluative Extremity and Product Differentiation / Andy Wong.