Volume 61, Issue 3, 2021

• New Insights on Advertising Execution and Consumer Engagement John B. Ford
• When Brands Go Dark Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp
• Strategies for More Effective Six-Second Video Advertisements Colin Campbell and Erin Pearson
• An Investigation of Androgyny and Sexual Orientation in AdvertisingKelly Cowart and Phillip Wagner
• Cause-Related Marketing Advertising Formats on Nonprofit WebsitesWilson Ndasi, Elvira Bolat, and Gelareh Roushan
• The Effects of Context Congruence on Ad Persuasiveness in e-MagazinesAchyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul
• Evaluating the Advertising Effectiveness of Noncelebrity EndorsersJan-Frederik Gräve, Oliver Schnittka, and Carolin Haiduk
• The Importance of Consumer Engagement in Brand Heritage AdvertisingDaniele Scarpi
• The Effect of Guerrilla Marketing on Company Share PricesSvetlana Davis and Frederick Davis

View full current issue