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Journal of Advertising Research
Click on article title to view & purchase. Articles are sorted by their publication date in reverse chronological order.
Total result: 194 articles |
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Whither the click? How online advertising works.
June 01, 2009
The efficacy of brand-execution tactics in TV advertising, brand place...
June 01, 2009
Brand placement prominence: good for memory! Bad for attitudes?
June 01, 2009
The role of advertising in word of mouth.
June 01, 2009
How clutter affects advertising effectiveness.
June 01, 2009
A new theorem for optimizing the advertising budget.
June 01, 2009
Using quasi-experimental data to develop empirical generalizations for...
June 01, 2009
The in-store "audience.'
June 01, 2009
Behavioral effects of digital signage.
June 01, 2009
Empirical generalizations about advertising campaign success.
June 01, 2009
Short-term effects of advertising: some well-established empirical law...
June 01, 2009
The spacing effects of multiple exposures on memory: implications for ...
June 01, 2009
An update of real-world TV advertising tests.
June 01, 2009
The total long-term sales effects of advertising: lessons from single-...
June 01, 2009
Generalizations about advertising effectiveness in markets.
June 01, 2009
Advertising empirical generalizations: implications for research and a...
June 01, 2009
Advertising impact generalizations in a marketing mix context.
June 01, 2009
Learning from winners: how IBM seized the day.
March 01, 2009
"Some assembly required": comparing disclaimers in children's TV adver...
March 01, 2009
Too much information: does the Internet dig too deep?
March 01, 2009
Emotional engagement: how television builds big brands at low attentio...
March 01, 2009
The march of mobile marketing: new chances for consumer companies, new...
March 01, 2009
Next-generation mobile marketing: how young consumers react to Bluetoo...
March 01, 2009
The tactical use of mobile marketing: how adolescents' social networki...
March 01, 2009
Luck of the draw: creating Chinese brand names.
December 01, 2008
Integrated marketing communications: practice leads theory.
December 01, 2008
How green should you be: can environmental associations enhance brand ...
December 01, 2008
Endorsement theory: how consumers relate to celebrity models.
December 01, 2008
Endorsement practice: how agencies select spokespeople.
December 01, 2008
Learning from winners: how research drove a new model for the automoti...
December 01, 2008
The logic of chopsticks.
December 01, 2008
Tradition meets technology: can mass customization succeed in China?
December 01, 2008
The long tail and its implications for media audience measurement.
September 01, 2008
Long tail media in the store.
September 01, 2008
'Make measurable what is not so': consumer mix modeling for the evolvi...
September 01, 2008
The impact of SMS advertising on members of a virtual community.
September 01, 2008
Measuring consumer interactivity in response to campaigns coupling mob...
September 01, 2008
Advertising creativity matters.
September 01, 2008
Attributes of likeable television commercials in Asia.
September 01, 2008
The impact of celebrity-product incongruence on the effectiveness of p...
September 01, 2008
The ethical aspects of direct to consumer advertising of prescription ...
September 01, 2008
The branding impact of brand Websites: do newsletters and consumer mag...
September 01, 2008
Marketing in the era of long-tail media.
September 01, 2008
A framework for advertising in the digital age.
September 01, 2008
Hispanic identity and media behavior.
June 01, 2008
Targeting a minority without alienating the majority: advertising to g...
June 01, 2008
The effectiveness of using a global look in an Asian market.
June 01, 2008
Culturally customizing websites for U.S. Hispanic online consumers.
June 01, 2008
Television attitudes and TV types of African-Americans, Latinos, and C...
June 01, 2008
Collecting hidden consumer data online: research on homosexuals.
June 01, 2008
Children's responses to gender-role stereotyped advertisements.
June 01, 2008
Why do advertisers use puns? A linguistic perspective.
June 01, 2008
Exploring the audience's role: a decoding model for the 21st century.
June 01, 2008
Predicting premium proneness.
June 01, 2008
The advertising discipline and social change.
March 01, 2008
Does flow influence the brand image in event marketing?
March 01, 2008
Antecedents of consumer attitudes toward cause-related marketing.
March 01, 2008
Impact of positioning strategies on corporate performance.
March 01, 2008
How marketing contributes to the bottom line.
March 01, 2008
The sexual objectification of women in advertising: a contemporary cul...
March 01, 2008
Regulation of nutrition and health claims in advertising.
March 01, 2008
Direct-to-consumer advertising and its effect on prescription requests...
March 01, 2008
The impact of advertising in the U.S. sweet confection market.
March 01, 2008
How products and advertising offend customers.
March 01, 2008
Creating new brand names: effects of relevance, connotation, and pronu...
March 01, 2008
The ethical consequences of your advertisement matter.
March 01, 2008
The origin and impact of CPG new-product buzz: emerging trends and imp...
December 01, 2007
Visibilty versus surprise: which drives the greatest discussion of Sup...
December 01, 2007
Finding the "missing link: advertising's impact on word of mouth, web ...
December 01, 2007
Word of mouth on the web: the impact of Web 2.0 on consumer purchase d...
December 01, 2007
Unleashing the power of word of mouth: creating brand advocacy to driv...
December 01, 2007
Self-generated advertisements: testimonials and the perils of consumer...
December 01, 2007
Word of mouth and the viewing of television programs.
December 01, 2007
Bloggers' motivations and behaviors: a model.
December 01, 2007
The influence of eWOM on virtual consumer communities: social capital,...
December 01, 2007
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