This volume is a compilation of research presented at the 21st International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2023. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art on advertising research. This volume is intended to academic, professional and student readership.

Includes latest research on advertising Contributes to state-of-the-art research Allows you to discover new research topics

Autorentext

Alexandra Vignolles is Associate Professor of Marketing at INSEEC Bordeaux and currently Dean of Academic Affairs at INSEEC. Her research addresses consumer behavior, nostalgia and retrobranding. She has published in high-ranked journals.
Martin K. J. Waiguny is Professor of Consumer Behaviour and Marketing at the IMC University of Applied Sciences Krems and currently the Academic Head of the university. His research addresses mainly our behaviour with new media like games, social media, and other entertainment formats. Furthermore, he researches children's consumer behaviour. His research is published in international marketing, management and media journals.

Inhalt

The effects of sponsorship termination on the sponsored team's fans and rival fans.- The effects of social media firestorms on company reputation and consumer behavior.- Let's Dance a Little Bit.- Debunking greenwashing: Investigating the individual drivers of perceived greenwashing and negative word-of-mouth.- The pressure for the perfect shape.- Advertising.- Primacy Effect on Instagram Stories.- Analyzing verbal content of political spots in the 2020 U.S. presidential election.- A Content Analysis of Hegemonic Masculine Traits in Ghanaian Alcohol Advertisements.- Marketing Client Perceptions of the Advertising Agency Development Process.- Influencer in Fashion Hauls.- Made to Impress.- Consumer Hypocrisy.- An Eye-Tracking Analysis of Visual Attention In The Emotionally Appealing Commercial.- How much is too much.- Entertainment in news media brands.- The effect of humor in obesity-prevention messages and brand advertising.- Striving for More Than Just Profit.- What Kind of Crisis Communication Messages Benefit Corporate Reputation on High and Minimal Responsibility Case.- The power of threat and efficacy in green communication.- Gender-Neutral Pronouns and Consumers' Microaggressions Towards "Them".