Summary
Chapters
Video Info
Maren Becker, PhD, and Nico Wiegand, PhD, University of Cologne, discuss their research on the role of authenticity and its effectiveness in television advertising.
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Chapter 1: Maren Becker, PhD, Discusses Authenticity in Advertising as a Research Topic
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Chapter 2: Nico Wiegand, PhD, Discusses Dimensions of Authenticity in Television Advertising
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Chapter 3: Maren Becker, PhD, Discusses the Impact of the Four Dimensions of Authenticity on Advertising Effectiveness
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Chapter 4: Q&A: Maren Becker, PhD, Discusses Why Authenticity in Television Advertising Was Studied, and What Surprised Them Most in the Data
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Chapter 5: Q&A: Nico Wiegand, PhD, Quantifies the Impact of Authenticity in Television Advertising on Sales
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Chapter 6: Q&A: Nico Wiegand, PhD, and Maren Becker, PhD, Consider How Authenticity Relates to Different Dimensions of Brand Personality
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