Segmentation and targeting

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Why Cheap, Low-Quality Giveaways Are Bad for Brands
Samuel Stäbler

Journal of Advertising Research Jun 2021, 61 (2) 164-177; DOI: 10.2501/JAR-2020-017
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How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention
Chun-Tuan Chang, Xing-Yu (Marcos) Chu, I-Ting Tsai

Journal of Advertising Research Mar 2021, 61 (1) 58-77; DOI: 10.2501/JAR-2019-046
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The Myth of Targeting Small, But Loyal Niche Audiences
Harsh Taneja

Journal of Advertising Research Sep 2020, 60 (3) 239-250; DOI: 10.2501/JAR-2019-037
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How Do Consumers Choose Sellers In E-Marketplaces?
Saravana Jaikumar

Journal of Advertising Research Jun 2019, 59 (2) 232-241; DOI: 10.2501/JAR-2018-028
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Online versus Offline Promotional Communication
Marco Ieva, Cristina Ziliani, Juan Carlos Gázquez-Abad, Ida D'Attoma

Journal of Advertising Research Sep 2018, 58 (3) 338-348; DOI: 10.2501/JAR-2017-040
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The Role of Guilt in Influencing Sustainable Pro-Environmental Behaviors among Shoppers
Sidharth Muralidharan, Kim Sheehan

Journal of Advertising Research Sep 2018, 58 (3) 349-362; DOI: 10.2501/JAR-2017-029
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Understanding the Shopping Experience and Its Implications for Malls as Marketing Media
Haiyan Hu, Cynthia R. Jasper

Journal of Advertising Research Jun 2018, 58 (2) 151-164; DOI: 10.2501/JAR-2018-024
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The Efficacy of Green Package Cues For Mainstream versus Niche Brands
Stacy Wood, Stefanie Robinson, Morgan Poor

Journal of Advertising Research Jun 2018, 58 (2) 165-176; DOI: 10.2501/JAR-2018-025
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The Real Estate Value Of Supermarket Endcaps
William Caruso, Armando Maria Corsi, Svetlana Bogomolova, Justin Cohen, Anne Sharp, Larry Lockshin, Pei Jie Tan

Journal of Advertising Research Jun 2018, 58 (2) 177-188; DOI: 10.2501/JAR-2018-026
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The Impact of Supertasters On Taste Test and Marketing Outcomes
Kathryn A. Latour, Michael S. Latour, Brian Wansink

Journal of Advertising Research Jun 2018, 58 (2) 240-254; DOI: 10.2501/JAR-2017-030

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