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Volume 60, Issue 4, 2020

  • New Insights in Advertising Strategy John B. Ford
  • A 60-Year Bibliographic Review of the Journal of Advertising Research Terrence Brown, Andrew Park, and Leyland Pitt
  • Effectiveness and Efficiency of TV’s Brand-Building Power: A Historical Review Frank Findley, Kelly Johnson, Douglas Crang, and David W. Stewart
  • Why Do Some Advertisements Get Shared More than Others?Daniel McDuff and Jonah Berger
  • Advertising on Mobile Apps versus the Mobile Web:Sungjun (Steven) Park and Byungho Park
  • Click-Through Behavior across Devices in Paid Search AdvertisingChongyu Lu and Rex Yuxing Du
  • A New Benchmark for Mechanical Avoidance of Radio AdvertisingAaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer
  • Advertising “On the Go”: Are Consumers in Motion More Influenced by Ads?Micael Dahlen, John Karsberg, Sofie Sagfossen, Helge Thorbjørnsen, and Fredrik Lange
  • Consumer Reactions to Animal and Human Models in Print AdsRohit H. Trivedi and Thorsten Teichert
  • Does Athletes’ Performance Influence a Sponsor’s Stock-Market Value?Keiya Mori, Tatsuaki Morino, and Fumiko Takeda
  • The Role of Empathy and Efficacy in Public Service AnnouncementsEunjin (Anna) Kim and Sidharth Muralidharan

 

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LATEST RESEARCH

New Digital First article added on sport sponsorships.

 

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
    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
    Accounting for Causality When Measuring Sales Lift from Television Advertising
    Henry Assael, Masakazu Ishihara, Baek Jung Kim
    Journal of Advertising Research Nov 2020, JAR-2020-024; DOI: 10.2501/JAR-2020-024
  • 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
  • You have access
    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
    Analyzing Price Premiums in International Sponsorship Exchange
    Jonathan A. Jensen, Joe B. Cobbs, Benjamin Albano, B. David Tyler
    Journal of Advertising Research Sep 2020, JAR-2020-018; DOI: 10.2501/JAR-2020-018
  • 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
    The Impact of Source Effects on the Evaluation of Music for Advertising
    Manuel Anglada-Tort, Steve Keller, Jochen Steffens, Daniel Müllensiefen
    Journal of Advertising Research Jul 2020, JAR-2020-016; DOI: 10.2501/JAR-2020-016
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