Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 3 of 3 for “"two-sided advertising"”.
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Implications of two-sided advertising in the automotive industry
… in the marketplace, effective marketing and advertising strategies should build brand awareness and familiarity which induces consumers, both "loyal" and "avoiders," to traverse the purchasing funnel and eventually purchase. To this end, the concept of "Two-sided Messaging" is used by OEMs as …
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The use of downside information to enhance investors' credibility judgments of good news management forecasts
… of my dissertation, I review the literature on two-sided advertisement from the marketing literature and the literature on management credibility in accounting. I also explain how the two-sided advertising literature and the prior credibility framework can serve as the basis for my predictions …
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Wirkungen von electronic-Word-of-Mouth-Empfehlungen bei misstrauischen Rezipienten : eine empirische Untersuchung unter Betrachtung der Empfehlungskongruenz sowie der Botschaftsargumentation
… communication. In particular, it is examined how two recommendation characteristics, recommendation congruity and message sidedness, affect consumers' motive attributions, their attitudes toward the recommended item and their choice behavior. The term recommendation congruity refers here to the …