Journal of Advertising Research: 52 (1)

Feature: Keeping Score—Sports and Marketing

01 March 2012; volume 52, issue 1

Editorial

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Keeping ScoreSports and Marketing
Geoffrey Precourt

Journal of Advertising Research Mar 2012, 52 (1) 3-4; DOI: 10.2501/JAR-52-1-003-004

Mind Over Metrics

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Catching Lightning in a Bottle
Pat LaPointe

Journal of Advertising Research Mar 2012, 52 (1) 10-11; DOI: 10.2501/JAR-52-1-010-011

Marketing Matters

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The Various Words of MouthMoving Beyond the “Road-to-Damascus” Conversion
Jenni Romaniuk

Journal of Advertising Research Mar 2012, 52 (1) 12-14; DOI: 10.2501/JAR-52-1-012-014

Articles

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Take Your Pick: Kate Moss or the Girl Next Door?The Effectiveness of Cosmetics Advertising
Michael Antioco, Dirk Smeesters, Aline Le Boedec

Journal of Advertising Research Mar 2012, 52 (1) 15-30; DOI: 10.2501/JAR-52-1-015-030
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How Emotional Tugs Trump Rational PushesThe Time Has Come to Abandon a 100-Year-Old Advertising Model
Orlando Wood

Journal of Advertising Research Mar 2012, 52 (1) 31-39; DOI: 10.2501/JAR-52-1-031-039
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The Power of “Like”How Brands Reach (and Influence) Fans Through Social-Media Marketing
Andrew Lipsman, Graham Mudd, Mike Rich, Sean Bruich

Journal of Advertising Research Mar 2012, 52 (1) 40-52; DOI: 10.2501/JAR-52-1-040-052
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Memo to Marketers: Quantitative Evidence for ChangeHow User-Generated Content Really Affects Brands
George Christodoulides, Colin Jevons, Jennifer Bonhomme

Journal of Advertising Research Mar 2012, 52 (1) 53-64; DOI: 10.2501/JAR-52-1-053-064
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The Flipside of the Sponsorship CoinDo You Still Buy the Beer When the Brewer Underwrites a Rival Team?
Lars Bergkvist

Journal of Advertising Research Mar 2012, 52 (1) 65-73; DOI: 10.2501/JAR-52-1-065-073
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Warning Flags on the Race TrackThe Global Markets' Verdict On Formula One Sponsorship
Joe Cobbs, Mark D. Groza, Stephen W. Pruitt

Journal of Advertising Research Mar 2012, 52 (1) 74-86; DOI: 10.2501/JAR-52-1-074-086
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How Much Is Too Much?The Collective Impact of Repetition and Position In Multi-Segment Sports Broadcast
Yongick Jeong, Hai Tran, Xinshu Zhao

Journal of Advertising Research Mar 2012, 52 (1) 87-101; DOI: 10.2501/JAR-52-1-087-101
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Benchmarking the Use of QR Code in Mobile PromotionThree Studies in Japan
Shintaro Okazaki, Hairong Li, Morikazu Hirose

Journal of Advertising Research Mar 2012, 52 (1) 102-117; DOI: 10.2501/JAR-52-1-102-117
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Is An Advertisement Worth The Paper It's Printed on?The Impact of Premium Print Advertising On Consumer Perceptions
Stefan Hampel, Daniel Heinrich, Colin Campbell

Journal of Advertising Research Mar 2012, 52 (1) 118-127; DOI: 10.2501/JAR-52-1-118-127
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The Hand, the Bill… or Both?The Role of Credibility in Handbill Acceptance
Gerard P. Prendergast, King Ting Wai, Wing Yi Cheung

Journal of Advertising Research Mar 2012, 52 (1) 128-135; DOI: 10.2501/JAR-52-1-128-135

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Feature: Keeping Score—Sports and Marketing

Editorial

Mind Over Metrics

Marketing Matters

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