Advances in Advertising Research (Vol. 1): Cutting Edge International Research

We are pleased to introduce a new series focusing on advertising and commu- cation from an international perspective. This book is the first volume in a series entitled Advances in Advertising Research, published by the EAA (European Advertising Academy). New volumes in this series will appear on an [...]
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We are pleased to introduce a new series focusing on advertising and commu- cation from an international perspective. This book is the first volume in a series entitled Advances in Advertising Research, published by the EAA (European Advertising Academy). New volumes in this series will appear on an annual basis. Research on advertising, branding and communication from an international perspective is essential in the face of the growing globalisation of markets, which requires academics and practitioners to take an increasingly international orien- tion in developing communication policies. Researchers as well as advertisers and marketers are confronted with an expanding, and above all changing, variety of both traditional and new media available for communication purposes, among them, advergames, mobile marketing and viral marketing. The goal of this book is to advance, from an international orientation, more systematic research in these fields. Renowned communication researchers from around the globe have contr- uted to the making of this book. Contributors originate from countries throu- out Europe, as well as from the U. S., Asia, Africa, and Australia. This inter- tional mix of authors offers the reader a comprehensive overview of current thinking and cutting-edge research in the area of international advertising and communication. The book includes cross-cultural investigations as well as st- ies representing the respective countries of the researchers. The contributions are th selected expanded papers from the 8 ICORIA (International Conference on Research in Advertising; www. icoria.