Table of Contents

Articles

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  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
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  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
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  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
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  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