Journal of Advertising Research
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Papers 1394
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#1Tomaž Kolar (University of Ljubljana)H-Index: 6
#2Zenel BatageljH-Index: 1
Last. Melika Husić-Mehmedović (University of Sarajevo)H-Index: 4
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Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose. This study examines and empirically challenges this notion by relying on a neuroscientific perspective and a robust empirical study to examine the correspondence of expanded sets of diverse electroencephalogram (EEG) and survey advertising indicators. The key findings are that EEG and survey indicators...
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#1Chun-Tuan Chang (NSYSU: National Sun Yat-sen University)H-Index: 18
#2Hsiao-Ching Lee (NKFUST: National Kaohsiung First University of Science and Technology)
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Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight. The authors identified two boundary conditions: consumer self-construal (independent versus interdependent) and relationship norm (communal versus exchange). The results from two studies show that a spokesperson’s broad smile is more persuasive for consumers with interdependent self-construal in the communal relationship. By contra...
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#1John B. Ford (ODU: Old Dominion University)H-Index: 34
![Figure][1] Since 1960, the Journal of Advertising Research ( JAR ) has delivered cutting-edge, impactful research to advertising scholars and practitioners. That work has reflected not only the continuing theoretical evolutionary advancement of knowledge but also has provided answers to a
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#1W. Ndasi (Oxford Brookes University)
#2Elvira Bolat (BU: Bournemouth University)H-Index: 3
Last. Gelareh Roushan (BU: Bournemouth University)H-Index: 2
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Advertisers and marketing professionals target nonprofit web and social media visitors with digital cause-related marketing display advertisements. This study compares two digital cause-related marketing advertising formats—advertisements with an explicit donation amount and an online cause-sponsorship advertising format—in terms of their impact on consumers’ purchase intention as well as gender differences. Survey results of 538 U.K. consumers indicate that the overall purchase intention toward...
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#1Svetlana Davis (Bishop's University)
#2Frederick Davis (Concordia University)H-Index: 2
This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from 2007 to 2017 to examine the impact on abnormal share price performance. Using both event study and cross-sectional analysis, results indicate that event-period abnormal returns are positive and in line with the returns of other advertising activities such as celebrity endorsements. Most emotional appeals analyzed (particularly joy) are associated with significantly positive company returns, whereas humor and ra...
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#1Jan-Frederik Gräve (UHH: University of Hamburg)H-Index: 4
#2Oliver Schnittka (University of Southern Denmark)H-Index: 9
Last. Carolin Haiduk (UHH: University of Hamburg)
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Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage. This article indicates that the stated relation is mediated, both positively (advertisement empathy) and negatively (inferences of manipulative intent), resulting in two opposing effects...
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#1Nicole Hartnett (UniSA: University of South Australia)H-Index: 6
Last. Byron Sharp (UniSA: University of South Australia)H-Index: 26
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Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer. These long dark periods have not been subject to much study, so little is known about the likely consequences. This exploratory study addresses this omission by documenting the sales performance of 41 beer, cider, and spirit brands that advertised intermittently over almost two decades. Changes in aggregate brand sales are reported for the years when bra...
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ABSTRACT The key characteristic of native advertising is that it simulates the format of the editorial content. The current study examines how format similarity—the extent to which the format of an advertisement is similar to the format of the editorial content—affects consumers9 responses to the advertisement and whether the effects differ by format novelty, the extent to which the format of the editorial content is novel or familiar to consumers. Results showed that format similarity increased...
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Live advertising is on the rise, with many influencers, brands, and retailers investing in the format online. Drawing on liveness theory, this article deconstructs advertising media and illustrates what it means to “go live.” Allowing for the synchronous production and consumption of media, a live advertisement typically offers a sociable atmosphere and, delivered interactively online, reduces the friction along the path to purchase. The typology here outlines how shoppable live advertising comp...
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Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects. Consumers evaluate brands at different sponsorship levels as part of a broader advertising and marketing program; understanding how they do this is important in developing guidelines and norms for optimal marketing communications, planning, and budgeting. Accounting for brands’ spending on advertising outside of sponsorship and two distinct brand personality profiles, official Major League B...
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