American Academy of Advertising. Conference. Proceedings

Technology convergence is driving the adoption of an "always on" philosophy in which the consumer is always available...

Infrastructure of mobile commerce is well developed in Korea. 37 million out of 47 million people owns mobile...

Children act as innovators in different ways. They do so when they adopt new products entirely made for...

Recent advances regarding mobile technologies enable commercial air travel processes to become streamlined and less frustrating for typical...

Crown Castle International Corp. engineers, deploys, owns and operates technologically advanced shared wireless infrastructure, including extensive networks of...

Abstract Testimonial advertising, one of the most popular endorsement approaches, provides a complex context in which consumer's attitudinal...

HEADNOTE Abstract The purpose of this research was to examine differences in consumers' perceptions of advertising credibility for...

Introduction A long-lasting belief in marketing is that personal conversations among consumers play a crucial role in large-scale...

Introduction Consumption of alcohol and tobacco products continues to be a serious problem for society in general and...

Abstract Scholars have long been interested in the informational utility of advertising and the years of research and...

Abstract As part of a larger program of research into the effectiveness of emerging forms of brand placements,...

HEADNOTE Abstract A model is proposed to begin to explain the role that viewer involvement with a movie...

Abstract Using citation and co-citation analysis, our study builds on previous research to offer a current snapshot of...

Abstract A large amount of research in advertising utilizes theories from other disciplines and simply uses an advertising...

Introduction Understanding the nature of the process through how the ads influence consumer behavior has been a long-standing...

Introduction A panel was held to discuss potential new directions for curriculum in a time of tremendous change...

ABSTRACT Media audiences currently face increasing choices as we have seen the emergence of new media during the...

Abstract This study investigated the joint effects of message framing (positive versus negative) and evidence type (informational versus...

Abstract The purpose of this study is to investigate informational and transformational advertising message strategies of credit cards...

Abstract This study was conducted to update and extend the most systematic study of advertiser pressure on newspapers,...