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Lisa Scribner

Lisa Luebbehusen Scribner (Ph.D., University of South Carolina, USA) is an Associate Professor of Marketing in the Cameron School of Business at the University of North Carolina Wilmington. Professor Scribner’s research has been published in the International Journal of Culture, Tourism and Hospitality Research, Journal of Hospitality Marketing & Management, Journal of Global Business, Total Quality Management Journal, Marketing Education Review, Journal of Marketing Theory and Practice, and others. Professor Scribner’s primary research interests involve multiple aspects of consumer behavior, such as cross-cultural consumer decision making, branded entertainment and advergaming, consumer product knowledge, comparative advertising, and consideration set formation.

Publications

Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their...

Engaging Consumers through Branded Entertainment and Convergent Media

Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing...

User-Generated-Content: Concept, Typology, and Marketing Outcomes

User-generated-content, also called user-generated-media, user-created-content, and consumer-generated-content, refers to all types of content, like pictures, videos, or posts...

Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA

Advergames are free, branded video games used by advertisers to target audiences with marketing communications in a playful, interactive, and engaging way. Despite their...