1st Edition
Innovation in Advertising and Branding Communication
Introduction
Lluís Mas-Manchón
1.Snapshot and insights on theories, methods and topics in branding and advertising research
Lluís Mas-Manchón, Hibai Lopez-Gonzalez and Frederic Guerrero-Solé
2.Communicating Brand Personality: Research, Challenges, and Opportunities
Sara Vinyals-Mirabent and Thomas Koch
3.Branded content: practices and governance
Jonathan Hardy
4.Audio design in branding and advertising
Emma Rodero and Olatz Larrea
5.Social Robots as a brand strategy
Laura Aymerich-Franch and Iliana Ferrer
6.Body image in advertising messages
Mònika Jiménez-Morales, Orpha de Lenne, Mireia Montaña and Laura Vandenbosch
7.Effect of exposure to sexual appeals in print advertisements on attention, memory, attitude, and purchase intention
Zijian Harrison Gong and Austin Shurtliff
8.Self-exposure in social media. Teenagers' transmedia practices for the construction of a personal brand
Maria-Jose Masanet, Israel Márquez, Fernanda Pires and Débora Lanzeni
9.Fanadvertising and prosumer the new trend in Television Series
Marta Lopera-Mármol, Manel Jiménez-Morales, and Mélanie Bourdaa
Biography
Lluís Mas-Manchón, Ph.D. in Audiovisual Communication and Advertising with honors (UAB, Spain) and awarded (CAC, 2011), is a professor in the Communication Department at Pompeu Fabra University (Barcelona, Spain). His main research interests are sound branding, advertising, digital media and political marketing. He has published over 30 papers in journals in different areas. His work applies quantitative, qualitative and psychophysiological measures in both lab and field studies and experiments. Lluís Mas has been the coordinator of the "Communication, Advertising and Society" research group (CAS, UPF, www.upf.cas.edu) and has formerly chaired the Advertising Research ECREA TWG.
