Advances in Advertising Research XIV: Harder, Better, Faster, Stronger: Advertising and Communication Between Immediacy and Sustainability
暫譯: 廣告研究進展 XIV：更艱難、更優越、更快速、更強大：廣告與溝通之間的即時性與可持續性
Vignolles, Alexandra, Waiguny, Martin K. J.
- 出版商: Springer Gabler
- 出版日期: 2024-08-02
- 售價: $7,920
- 貴賓價: 9.5 折 $7,524
- 語言: 英文
- 頁數: 308
- 裝訂: Hardcover - also called cloth, retail trade, or trade
- ISBN: 3658447125
- ISBN-13: 9783658447120
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商品描述
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.
商品描述(中文翻譯)
本卷是於2023年6月在法國波爾多舉行的第21屆國際廣告會議（ICORIA）上所發表研究的彙編。來自全球的知名學者分享他們的知識，並對廣告研究的最前沿做出貢獻。本卷旨在供學術界、專業人士及學生閱讀。
作者簡介
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.
作者簡介(中文翻譯)
亞歷山德拉·維尼奧勒斯是INSEEC波爾多的行銷副教授，目前擔任INSEEC的學術事務院長。她的研究主要探討消費者行為、懷舊及復古品牌化。她已在高排名的期刊上發表過論文。
馬丁·K·J·瓦伊古尼是IMC克雷姆斯應用科學大學的消費者行為與行銷教授，目前擔任該大學的學術負責人。他的研究主要集中在我們與新媒體（如遊戲、社交媒體及其他娛樂形式）的互動行為。此外，他還研究兒童的消費者行為。他的研究成果已發表於國際行銷、管理及媒體期刊。
