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Table of Contents

The Challenge of China

01 December 2008; volume 48, issue 4

Editorial

  • You have accessRestricted access
    Memo to Marketers: China Lives
    Geoffrey Precourt
    Journal of Advertising Research Dec 2008, 48 (4) 475-477; DOI: 10.2501/S002184990808063X

Viewpoint

  • You have accessRestricted access
    The Logic of Chopsticks
    Jing Wang
    Journal of Advertising Research Dec 2008, 48 (4) 481-483; DOI: 10.2501/S0021849908080616

Articles

  • You have accessRestricted access
    How Far Is Too Far? The Antecedents of Offensive Advertising in Modern China
    Gerard Prendergast, Wah-Leung Cheung, Douglas West
    Journal of Advertising Research Dec 2008, 48 (4) 484-495; DOI: 10.2501/S0021849908080562
  • You have accessRestricted access
    Wired China: The Power of the World's Largest Internet Population
    Cate Riegner
    Journal of Advertising Research Dec 2008, 48 (4) 496-505; DOI: 10.2501/S0021849908080574
  • You have accessRestricted access
    Tradition Meets Technology: Can Mass Customization Succeed in China?
    Kun Song, Ann Marie Fiore
    Journal of Advertising Research Dec 2008, 48 (4) 506-522; DOI: 10.2501/S0021849908080586
  • You have accessRestricted access
    Luck of the Draw: Creating Chinese Brand Names
    William Li Chang, Peirchyi Lii
    Journal of Advertising Research Dec 2008, 48 (4) 523-530; DOI: 10.2501/S0021849908080537
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    Integrated Marketing Communications: Practice Leads Theory
    Philip J. Kitchen, Ilchul Kim, Don E. Schultz
    Journal of Advertising Research Dec 2008, 48 (4) 531-546; DOI: 10.2501/S0021849908080513
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    How Green Should You Be: Can Environmental Associations Enhance Brand Performance?
    Francisco Javier Montoro-Rios, Teodoro Luque-Martínez, Miguel-Angel Rodríguez-Molina
    Journal of Advertising Research Dec 2008, 48 (4) 547-563; DOI: 10.2501/S0021849908080525
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    Endorsement Theory: How Consumers Relate to Celebrity Models
    Roger Marshall, Woonbong Na, Gabriel State, Sonali Deuskar
    Journal of Advertising Research Dec 2008, 48 (4) 564-572; DOI: 10.2501/S0021849908080550
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    Endorsement Practice: How Agencies Select Spokespeople
    B. Zafer Erdogan, Tanya Drollinger
    Journal of Advertising Research Dec 2008, 48 (4) 573-582; DOI: 10.2501/S0021849908080549
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    Learning from Winners: How Research Drove a New Model for the Automotive Industry
    Raymond Pettit
    Journal of Advertising Research Dec 2008, 48 (4) 583-590; DOI: 10.2501/S0021849908080598

Book Review

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    How Public Service Advertising Works
    Ruth Wooden
    Journal of Advertising Research Dec 2008, 48 (4) 591-592; DOI: 10.2501/S0021849908080604
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Journal of Advertising Research: 48 (4)
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