Table of Contents

Articles

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  The Globalization of Social MediaConsumer Relationships with Brands Evolve in the Digital Space

  Graeme Hutton, Maggie Fosdick

  Journal of Advertising Research Dec 2011, 51 (4) 564-570; DOI: 10.2501/JAR-51-4-564-570
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  Optimizing Market Segmentation for a Global Mobile Phone Provider for both Targeting and Insight

  Marc O'Regan, Kalidas Ashok, Olga Maksimova, Oleg Reshetin

  Journal of Advertising Research Dec 2011, 51 (4) 571-577; DOI: 10.2501/JAR-51-4-571-577
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  Which Broadcast Medium Better Drives Engagement?Measuring the Powers of Radio and Television with Electromyography and Skin-Conductance Measurements

  James Peacock, Scott Purvis, Richard L. Hazlett

  Journal of Advertising Research Dec 2011, 51 (4) 578-585; DOI: 10.2501/JAR-51-4-578-585
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  Introducing the Ad ECGHow the Set-Top Box Tracks the Lifeline of Television

  Robert J. Kent, David A. Schweidel

  Journal of Advertising Research Dec 2011, 51 (4) 586-593; DOI: 10.2501/JAR-51-4-586-593
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  Consumer Adoption Intentions Toward the Internet in ChinaThe Effects of Impersonal and Interpersonal Communication Channels

  Yinghong (Susan) Wei, Gary L. Frankwick, Tao (Tony) Gao, Nan Zhou

  Journal of Advertising Research Dec 2011, 51 (4) 594-607; DOI: 10.2501/JAR-51-4-594-607
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  Assessing Celebrity Endorsement Effects in ChinaA Consumer-Celebrity Relational Approach

  Kineta Hung, Kimmy W. Chan, Caleb H. Tse

  Journal of Advertising Research Dec 2011, 51 (4) 608-623; DOI: 10.2501/JAR-51-4-608-623
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  Regulating Political SymbolsChina's Advertising Law And Politicized Advertising

  Xin Zhao, Jeff Wang

  Journal of Advertising Research Dec 2011, 51 (4) 624-633; DOI: 10.2501/JAR-51-4-624-633
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  The China PuzzleThe Powerful Impact of Strategic Thinking in The World's Fastest Growing Advertising Market

  Journal of Advertising Research Dec 2011, 51 (4) 634-642; DOI: 10.2501/JAR-51-4-634-642
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  Incremental ClicksThe Impact of Search Advertising

  David X. Chan, Yuan Yuan, Jim Koehler, Deepak Kumar

  Journal of Advertising Research Dec 2011, 51 (4) 643-647; DOI: 10.2501/JAR-51-4-643-647
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  Comprende Code Switching?Young Mexican-Americans' Responses To Language Alternation in Print Advertising

  Melissa Bishop, Mark Peterson

  Journal of Advertising Research Dec 2011, 51 (4) 648-659; DOI: 10.2501/JAR-51-4-648-659