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Volume 63, Issue 1, 2023

  • Introducing 2023 JAR Research PrioritiesColin Campbell
  • How Do Taxes on Car Sales Affect Television Advertising Strategies?Yiting Deng, Min Jiang, and Xiaodong Jiang
  • Do Customer Ratings Influence Consumers Who Have Already Experienced a Product?Jonas Colliander, Micael Dahlen, and Helge Thorbjørnsen
  • Actors Who Play Outlaws Can Be Good for Endorsing ProductsJennifer Jeffrey, Matthew Thomson, and Allison R. Johnson
  • An Investigation Into Slogan Design on Creating Slogan–Brand AlignmentMayukh Dass, Chiranjeev Kohli, and Manaswini Acharya
  • Why Casting Older Female Models Is Good for AdvertisingHanna Berg and Karina T. Liljedal
  • A Guide to Graphic Design for Functional versus Experiential AdsYuanyuan Zhu, Tina Tessitore, Paul Harrigan, and Kristof Coussement

 

View full current issue

 

LATEST RESEARCH

New Digital First article added on online streaming services ads.

 

FREE BEST PAPERS

JAR Best Paper winners are open access.

 

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
    Disruptive versus Nondisruptive Advertising In Online Streaming Video Services
    Katheryn R. Christy, Ranran Z. Mi, Ran Tao, Linqi Lu
    Journal of Advertising Research Mar 2023, 2023-006; DOI: 10.2501/JAR-2023-006
  • You have access
    Innovations in Marketing Analytics
    Journal of Advertising Research Mar 2017, JAR-2017-011; DOI: 10.2501/JAR-2017-013
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  • Do Billboard Advertisements Drive Customer Retention?
  • The Power of “Like”
  • When Brands Go Dark
  • What Do We Know About Celebrity Endorsement in Advertising?
  • Impact of Media Context On Advertising Memory
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