Titlebook: International Advertising and Communication; Current Insights and Sandra Diehl,Ralf Terlutter Book 2006 Gabler Verlag | Springer Fachmedien

PAN

一美元

Effects of green brand communication on brand associations and attitudens of three established energy brands in the Spanish consumer-energy market, one of them recently positioned as a green energy brand. Results of the study confirm significant perceptual effects of green brand communications, proposed dimensions of green brand benefits, as well as significant positive attitude effects of green brand associations.

引導

How do people react to mixed emotions in an ad/medium context setting? The moderating role of discomhigh discomfort with ambiguity respond less positively to mixed emotions in advertisements and contexts. Further analysis shows that high DWA people respond better when a joyful ad is embedded in a joyful medium context compared to a sad context. For low DWA people, as expected, no significant differences were found.

使增至最大

OUTRE

vector

Book 2006globalisation of markets requires firms to take an increasingly international orientation in developing communication policies. The goal of this book is to contribute to more systematic research in this field. Renowned communication researchers from around the globe have contr- uted to the making of

Horizon

Processing outdoor posters: product- and brand recognition in a split of a secondhanced by clear branding (brand name, pack shot), including new product information and slowed down by large amounts of text, different colours and pictures of people (especially with eye contact)..Quick brand recognition is also enhanced by branding and slowed down by large and long headlines, information cues, humour and pictures of women.

休閑

染色體

Effects of mood and argument strength on product evaluation in a personal sales conversationstomers’ mood has a direct effect and an indirect effect through the customers’ perception of the strength of the arguments provided by the salesperson on product evaluation. The results also illustrate that the strength of both mood effects depends on customer involvement.

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