Advances in Advertising Research (Vol. 2) : Breaking New Ground in Theory and Practice

This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Aut noma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community.