| Enhancing Brand Credibility Via Celebrity Endorsement Trustworthiness Trumps Attractiveness and Expertise |
19 |
| Ambush Marketing Is Dead, Long Live Ambush Marketing A Redefinition and Typology Of an Increasingly Prevalent Phenomenon |
9 |
| How a Smile Can Make a Difference: Enhancing the Persuasive Appeal Of Celebrity Endorsers Boosting Consumer Perceptions of Celebrity Genuineness Through the Use of a Duchenne Smile in Advertising |
8 |
| The Perceived Fit between Instagram Influencers and the Endorsed Brand How Influencer-Brand Fit Affects Source Credibility and Persuasive Effectiveness |
7 |
| Face Presence and Gaze Direction In Print Advertisements How They Influence Consumer Responses-An Eye-Tracking Study |
6 |
| The Role of Guilt in Influencing Sustainable Pro-Environmental Behaviors among Shoppers Differences in Response by Gender To Messaging about England's Plastic-Bag Levy |
6 |
| The Efficacy of Green Package Cues For Mainstream versus Niche Brands How Mainstream Green Brands Can Suffer at the Shelf |
5 |
| Single versus Multiple Measurement of Attitudes A Meta-Analysis of Advertising Studies Validates the Single-Item Measure Approach |
5 |
| E-Cigarette Marketing On Social Networking Sites Effects on Attitudes, Behavioral Control, Intention to Quit, and Self-Efficacy |
5 |
| How Claim Specificity Can Improve Claim Credibility in Green Advertising Measures that Can Boost Outcomes From Environmental Product Claims |
4 |
| How Synergy Effects of Paid and Digital Owned Media Influence Brand Sales Considerations for Marketers When Balancing Media Spend |
4 |
| The Dual Entertainment Theory In Celebrity Endorsements The Role of Celebrity Worship And Profession |
3 |
| Mobile Technology and Its Impact On the Consumer Decision-Making Journey How Brands Can Capture The Mobile-Driven Ubiquitous Moment of Truth |
3 |
| Consumers' Responses to Facebook Advertising across PCs and Mobile Phones A Model for Assessing the Drivers Of Approach and Avoidance of Facebook Ads |
3 |
| How Does Wall Street React to Global Sports Sponsorship Announcements? An Analysis of the Effect On Sponsoring Companies' Stock Market Prices |
3 |
| Online versus Offline Promotional Communication Evaluating the Effect of Medium On Customer Response |
3 |
| Advertisement Typicality: A Longitudinal Experiment Can Sponsors Transfer the Image Of a Sporting Event to Their Brand? |
3 |
| Positive versus Negative Messaging In Discouraging Drunken Driving Matching Behavior Consequences With Target Groups |
3 |
| Editorial Content In Native Advertising How Do Brand Placement and Content Quality Affect Native-Advertising Effectiveness? |
3 |
| Event-Marketing And Advertising Expenditures The Differential Effects On Brand Value and Company Revenue |
3 |
| The Effects of Signaling Monetary and Creative Effort in Ads Advertising Effort Can Go a Long Way Influencing B2B Clients, Employees, and Investors |
3 |
| The Real Estate Value Of Supermarket Endcaps Why Location In-Store Matters |
3 |
| Understanding the Shopping Experience and Its Implications for Malls as Marketing Media Attracting and Retaining Customers through Fashion, Service, and Improved Food Options |
2 |
| How Do Heuristics Influence Creative Decisions at Advertising Agencies? Factors that Affect Managerial Decision Makin When Choosing Ideas to Show the Client |
2 |
| The Optimal Advertising-Allocation Rules For Sequentially Released Products The Case of the Motion Picture Industry |
2 |
| Attribution Modeling In Digital Advertising An Empirical Investigation Of the Impact of Digital Sales Channels |
2 |
| The Risk of Omitting Warmth Or Competence Information in Ads Advertising Strategies for Hedonic And Utilitarian Brand Types |
2 |
| Effects of Face Images and Face Pareidolia on Consumers' Responses to Print Advertising An Empirical Investigation |
2 |
| Best Measures of Attention To Creative Tactics in TV Advertising When Do Attention-Getting Devices Capture or Reduce Attention? |
2 |
| Digital Advertising And Company Value Implications of Reallocating Advertising Expenditures |
2 |
| How to Implement Informational and Emotional Appeals in Print Advertisements A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics |
2 |
| Choosing Imagery in Advertising Healthy Food to Children Are Cartoons the Most Effective Visual Strategy ? |
2 |
| Converting People-Meter Data From Per-Minute to Per-Second Analysis A Statistical Model Offers a Closer Look At TV Ad Avoidance and Effectiveness |
2 |
| The Impact of Airing Super Bowl Television Ads Early on Social Media Benefits and Drivers of Watching, Liking, And Sharing Advertisements on Social Media |
2 |
| Assessing Scientific Claims In Print Ads that Promote Cosmetics How Consumers Perceive Cosmeceutical Claims |
1 |
| How Rhetoric Theory Informs the Creative Advertising Development Process Reconciling Differences Between Advertising Scholarship and Practice |
1 |
| How Consumers in China Perceive Brands In Online and Offline Encounters A Framework For Brand Perception |
1 |
| Impact of Media Context On Advertising Memory A Meta-Analysis Of Advertising Effectiveness |
1 |
| The Market Value Of Celebrity Endorsement Evidence from India Reveals Factors That Can Influence Stock-Market Returns |
1 |
| Strategies for Creating Successful Soundless Video Advertisements Speaking Volumes Through Silence |
1 |
| Revisiting the Relationship between Ad Frequency and Purchase Intentions How Affect and Cognition Mediate Outcomes At Different Levels of Advertising Frequency |
1 |
| Building a Foundation for Neuromarketing And Consumer Neuroscience Research How Researchers Can Apply Academic Rigor To the Neuroscientific Study of Advertising Effects |
1 |
| Can Media Neutrality Limit Creative Potential? How Advertising's Use of Ideation Templates Fares across Media |
1 |
| The Strata Model Predicting Advertising Effectiveness A Neural-Network Approach Enhances Predictability of Consumer Decision Making |
1 |
| How Advertisers Can Target Arab E-Consumers More Effectively A Framework for Localizing Digital Advertising And Marketing Content to Arab E-Consumers |
1 |
| Measuring Audience Reach Of Outdoor Advertisements Using Bluetooth Technology To Validate Measurement |
1 |
| How Do Consumers Choose Sellers In E-Marketplaces? The Role of Display Price And Sellers' Review Volume |
1 |
| Six-Second Advertisements On Television Best Practices For Capturing Visual Attention |
0 |
| Coalition Game Theory In Attribution Modeling Measuring What Matters at Scale |
0 |
| Why Companies Risk Losing Customers By Not Reciprocating on Shared Data: Rebuilding the Data-Sharing Economy In a Consumer-Driven World |
0 |
