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

The goal of the book is to advance more systematic research in the fields of advertising and communication form an international perspective. Renowned communica

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 12th Interna

This book provides insights into the inspiring and multifaceted field of advertising research, which is confronted with challenges regarding ad content and exec

​Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 10th Inte