@article{1439395,
      author = {Waiguny, Martin K. J., and Rosengren, Sara,},
      url = {http://library.usi.edu/record/1439395},
      title = {Advances in advertising research. designing and  communicating experience /, (Vol. XI) :},
      abstract = {This book provides insights into the inspiring and  multifaceted field of advertising research, which is  confronted with challenges regarding ad content and  execution, media placement, as well as online and social  media. Distinguishing between digital, classic, subtle and  alternative advertising formats, renowned scholars from  around the globe contribute state-of the-art research on  these issues in 23 chapters. Advances in Advertising  Research are published by the European Advertising Academy  (EAA). This volume is a compilation of research presented  at the 18th International Conference in Advertising  (ICORIA), which was held in Krems (Austria) in June 2019.  The conference gathered around 150 participants from all  over the world. Editors Prof. Dr. Martin K.J. Waiguny is  Chair of the Academic Board and Professor of Marketing and  Consumer Behaviour at the IMC University of Applied  Sciences Krems, Austria. Sara Rosengren is Professor of  Business Administration (Marketing) and Head of Center for  Retailing at Stockholm School of Economics.},
      doi = {https://doi.org/10.1007/978-3-658-32201-4},
      recid = {1439395},
      pages = {1 online resource :},
}