This book addresses challenges and opportunities in research and management related to new
advertising and consumer practices in brand communications with multiple touchpoints. It
specifically relates to new insights into how profitability and customer engagement are
affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances
in Advertising Research are published by the European Advertising Academy (EAA). This volume is
a selective collection of research presented at the 17th International Conference in
Advertising (ICORIA) which was held in Valencia (Spain) in June 2018. The conference gathered
more than 180 participants from over 27 countries all over the world.
