Journal of Advertising Research: 54 (2)

01 June 2014; volume 54, issue 2

Letter from the CEO

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Building a Global Presence
Journal of Advertising Research Jun 2014, 54 (2) i; DOI: 10.2501/JAR-54-2-00i-00i

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What Do We Know About Peer-to-Peer Marketing?
Geoffrey Precourt

Journal of Advertising Research Jun 2014, 54 (2) 124-125; DOI: 10.2501/JAR-54-2-124-125

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Pitfalls and Fraud In Online Advertising MetricsWhat Makes Advertisers Vulnerable to Cheaters, And How They Can Protect Themselves
Benjamin Edelman

Journal of Advertising Research Jun 2014, 54 (2) 127-132; DOI: 10.2501/JAR-54-2-127-132

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Uses and Misuses of Online-Survey Panels in Digital ResearchDigging Past the Surface
Gian Fulgoni

Journal of Advertising Research Jun 2014, 54 (2) 133-137; DOI: 10.2501/JAR-54-2-133-137

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Head in the Clouds?Beyond Employment in the Creative Services Industry
Julian Stubbs

Journal of Advertising Research Jun 2014, 54 (2) 138-140; DOI: 10.2501/JAR-54-2-138-140

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Is Mobile a Reliable Platform For Survey Taking?Defining Quality in Online Surveys From Mobile Respondents
William A. Cook

Journal of Advertising Research Jun 2014, 54 (2) 141-148; DOI: 10.2501/JAR-54-2-141-148

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How Corporate Cultures Drive Advertising and Promotion BudgetsBest Practices Combine Heuristics and Algorithmic Tools
Douglas West, John B. Ford, Paul W. Farris

Journal of Advertising Research Jun 2014, 54 (2) 149-162; DOI: 10.2501/JAR-54-2-149-162
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Standing Out from the CrowdThe Caucus Methodology for Eliciting Brand Associations Across Competitors
Michael McCarthy, Gillian Oakenfull

Journal of Advertising Research Jun 2014, 54 (2) 163-177; DOI: 10.2501/JAR-54-2-163-177
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All You Need is Love?Communication Insights From Pop Music's Number-One Hits
David H. Henard, Christian L. Rossetti

Journal of Advertising Research Jun 2014, 54 (2) 178-191; DOI: 10.2501/JAR-54-2-178-191
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Brand-Placement Effectiveness And Competitive Interference In Entertainment MediaBrand Recall and Choice In Kids' Video-Game Advertisements
Haiming Hang

Journal of Advertising Research Jun 2014, 54 (2) 192-199; DOI: 10.2501/JAR-54-2-192-199

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Consumer Moments of Truth In the Digital ContextHow “Search” and “E-Word of Mouth” Can Fuel Consumer Decision Making
Gillian Moran, Laurent Muzellec, Eoghan Nolan

Journal of Advertising Research Jun 2014, 54 (2) 200-204; DOI: 10.2501/JAR-54-2-200-204
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How Contagious Is Your Viral Marketing Campaign?A Mathematical Model for Assessing Campaign Performance
Michael T. Ewing, David B. Stewart, Dineli R. Mather, Joshua D. Newton

Journal of Advertising Research Jun 2014, 54 (2) 205-216; DOI: 10.2501/JAR-54-2-205-216
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What Makes People “Like” Comedic-Violence Advertisements?A Model for Predicting Attitude and Sharing Intention
Yeuseung Kim, Hye Jin Yoon

Journal of Advertising Research Jun 2014, 54 (2) 217-232; DOI: 10.2501/JAR-54-2-217-232
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When Do Advertising Parodies Hurt?The Power of Humor and Credibility In Viral Spoof Advertisements
Ouidade Sabri, Géraldine Michel

Journal of Advertising Research Jun 2014, 54 (2) 233-247; DOI: 10.2501/JAR-54-2-233-247