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Volume 61, Issue 1, 2021

  • New Advances in Advertising Research John B. Ford
  • Accounting for Causality When Measuring Sales Lift from Television Advertising Henry Assael, Masakazu Ishihara, and Baek Jung Kim
  • Updating the Foote, Cone & Belding Grid Hyuk Jun Cheong and Yunjae Cheong
  • How Does Consumer Insight Support the Leap to a Creative Idea?John Parker, Scott Koslow, Lawrence Ang, and Alexander Tevi
  • Analyzing Price Premiums in International Sponsorship ExchangeJonathan A. Jensen, Joe B. Cobbs, Benjamin Albano, and B. David Tyler
  • How Cause Marketing Campaign Factors Affect Attitudes and Purchase IntentionChun-Tuan Chang, Xing-Yu (Marcos) Chu, and I-Ting Tsai
  • Multimodal Perceptual Processing of Cues in Food Ads: Do You Smell What You See?Yamen Koubaa and Amira Eleuch
  • The Impact of Source Effects on the Evaluation of Music for AdvertisingManuel Anglada-Tort, Steve Keller, Jochen Steffens, and Daniel Müllensiefen
  • How a CEO’s Personality, Performance, and Leadership Predict Advertising CredibilityDaniela Andreini, Marc Fetscherin, and Lia Zarantonello

 

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LATEST RESEARCH

New Digital First article added on sexual orientation in advertising.

 

Gold open access

A new paper on billboard advertisements is available now online with open access.

 

FREE BEST PAPERS

JAR Best Paper winners from the last six years are now open access.

READ MORE ABOUT

Celebrity endorsement Mobile
Multicultural Neuromarketing
Shopper insight Social media
Sponsorship Television
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Featured Articles

  • When to Combine Television With Online Campaigns
    September 05, 2017
  • Examining Consumers' Multiplatform Usage And Its Contribution to Their Trust in Advertising
    February 24, 2017
  • What Makes Online Promotional Games Go Viral?
    June 06, 2017
  • Measuring Television In the Programmatic Age
    March 07, 2017
  • The Market Value Of Celebrity Endorsement
    October 27, 2016
  • How Direct-to-Consumer Advertising for Prescription Drugs Affects Consumers' Welfare
    November 23, 2016
  • Consumer Response To Gay and Lesbian Imagery
    December 05, 2016

DIGITAL FIRST: LATEST RESEARCH FROM JAR

  • You have access
    The Effects of Context Congruence On Ad Persuasiveness in e-Magazines
    ACHYUT TELANG, DEBAJANI SAHOO, SREEJESH S., JUSTIN PAUL
    Journal of Advertising Research Mar 2021, JAR-2021-002; DOI: 10.2501/JAR-2021-002
  • You have access
    An Investigation of Androgyny and Sexual Orientation in Advertising
    KELLY COWART, PHILLIP WAGNER
    Journal of Advertising Research Feb 2021, JAR-2021-001; DOI: 10.2501/JAR-2021-001
  • You have access
    Are Brands Wasting Money On Sport Sponsorships?
    Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, Anne Rivers
    Journal of Advertising Research Dec 2020, JAR-2020-029; DOI: 10.2501/JAR-2020-029
  • You have access
    How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments
    Chun-Tuan Chang, Xing-Yu (Marcos) Chu, Shih-Ting Kao
    Journal of Advertising Research Dec 2020, JAR-2020-025; DOI: 10.2501/JAR-2020-025
  • You have access
    Strategies for More Effective Six-Second Video Advertisements
    Colin Campbell, Erin Pearson
    Journal of Advertising Research Nov 2020, JAR-2020-023; DOI: 10.2501/JAR-2020-023
  • You have access
    Consumers' Response to Format Characteristics in Native Advertising
    Yoori Hwang, Se-Hoon Jeong
    Journal of Advertising Research Sep 2020, JAR-2020-022; DOI: 10.2501/JAR-2020-022
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    Superimposed Text Size and Contrast Effects in DTC TV Advertising
    Ryan S. Paquin, Amie C. O'Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, Peyton Williams
    Journal of Advertising Research Sep 2020, JAR-2020-021; DOI: 10.2501/JAR-2020-021
  • You have access
    Is Native Advertising Effective for Corporate Social Responsibility Messaging?
    Linwan Wu, Holly Overton
    Journal of Advertising Research Sep 2020, JAR-2020-019; DOI: 10.2501/JAR-2020-019
  • You have access
    Why Cheap, Low-Quality Giveaways Are Bad for Brands
    Samuel Stäbler
    Journal of Advertising Research Jul 2020, JAR-2020-017; DOI: 10.2501/JAR-2020-017
  • You have access
    Can Advertisers Overcome Consumer Qualms With Virtual Reality?
    Nathalie Spielmann, Ulrich R. Orth
    Journal of Advertising Research Jun 2020, JAR-2020-015; DOI: 10.2501/JAR-2020-015
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  • Do Billboard Advertisements Drive Customer Retention?
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  • Corporate Social Responsibility And Marketing Performance
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