Most read article(s)

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How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement
Bobby J. Calder, Mathew S. Isaac, Edward C. Malthouse

Journal of Advertising Research Mar 2016, 56 (1) 39-52; DOI: 10.2501/JAR-2015-028
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How Reliable Are Neuromarketers' Measures of Advertising Effectiveness?
Duane Varan, Annie Lang, Patrick Barwise, René Weber, Steven Bellman

Journal of Advertising Research Jun 2015, 55 (2) 176-191; DOI: 10.2501/JAR-55-2-176-191
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Measuring the Long-Term Effects Of Television Advertising
Leslie A. Wood, David F. Poltrack

Journal of Advertising Research Jun 2015, 55 (2) 123-131; DOI: 10.2501/JAR-55-2-123-131
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What Do We Know about Word of Mouth?
Geoffrey Precourt

Journal of Advertising Research Jun 2017, 57 (2) 119-120; DOI: 10.2501/JAR-2017-018
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Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline
Brad Fay, Rick Larkin

Journal of Advertising Research Jun 2017, 57 (2) 132-143; DOI: 10.2501/JAR-2017-021
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The Impact of Word of Mouth via Twitter On Moviegoers' Decisions and Film Revenues
Yeujun Yoon, Charin Polpanumas, Young Joon Park

Journal of Advertising Research Jun 2017, 57 (2) 144-158; DOI: 10.2501/JAR-2017-022
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What Makes Online Promotional Games Go Viral?
Damien Renard, Denis Darpy

Journal of Advertising Research Jun 2017, 57 (2) 173-181; DOI: 10.2501/JAR-2017-024
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The Emergence of Generation Z And Its Impact in Advertising
Duncan Southgate

Journal of Advertising Research Jun 2017, 57 (2) 227-235; DOI: 10.2501/JAR-2017-028
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Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth
Chris Archer-Brown, Julia Kampani, Ben Marder, Anjali S. Bal, Jan Kietzmann

Journal of Advertising Research Jun 2017, 57 (2) 159-172; DOI: 10.2501/JAR-2017-023
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Rethinking Short-Term Persuasion: A Proposed Approach for Marketers
Carol Foley, David Kuhn, Elizabeth Harris

Journal of Advertising Research Jun 2017, 57 (2) 190-206; DOI: 10.2501/JAR-2017-026

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