Table of Contents

Articles

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  The Economic Value of Celebrity Endorsements

  Anita Elberse, Jeroen Verleun

  Journal of Advertising Research Jun 2012, 52 (2) 149-165; DOI: 10.2501/JAR-52-2-149-165
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  The High Stakes of SweepstakesToo Much of a Good Thing Can Demotivate Digital Consumers

  Caroline Wilcox, Arch G. Woodside

  Journal of Advertising Research Jun 2012, 52 (2) 167-179; DOI: 10.2501/JAR-52-2-167-179
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  How Validation Can Trump Digital Waste……and Generate Value across the Digital Advertising Ecosystem

  Linda Boland Abraham, Anne Hunter, Andrea Vollman

  Journal of Advertising Research Jun 2012, 52 (2) 180-195; DOI: 10.2501/JAR-52-2-180-195
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  The Laws of Marketing ScienceAndrew S. C. Ehrenberg (1926–2010)

  Journal of Advertising Research Jun 2012, 52 (2) 196-197; DOI: 10.2501/JAR-52-2-196-197
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  The Ehrenberg LegacyLessons in Buying Behavior, Television, Brand Perception, Advertising, and Pricing

  John Scriven, Gerald Goodhardt

  Journal of Advertising Research Jun 2012, 52 (2) 198-202; DOI: 10.2501/JAR-52-2-198-202
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  It's a Dirichlet WorldModeling Individuals' Loyalties Reveals How Brands Compete, Grow, and Decline

  Byron Sharp, Malcolm Wright, John Dawes, Carl Driesener, Lars Meyer-Waarden, Lara Stocchi, Philip Stern

  Journal of Advertising Research Jun 2012, 52 (2) 203-213; DOI: 10.2501/JAR-52-2-203-213
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  The Power of Before and AfterHow the Dirichlet Can Analyze The Sales Impact of a Promotional Activity

  Jim McCabe, Philip Stern, Scott G. Dacko

  Journal of Advertising Research Jun 2012, 52 (2) 214-224; DOI: 10.2501/JAR-52-2-214-224
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  The 38-Percent SolutionEmpirical Generalizations For Repeat Viewing of Television Programs

  Peter J. Danaher, Tracey S. Dagger

  Journal of Advertising Research Jun 2012, 52 (2) 225-233; DOI: 10.2501/JAR-52-2-225-233
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  New Brand ExtensionsPatterns of Success and Failure

  Jaywant Singh, John Scriven, Maria Clemente, Wendy Lomax, Malcolm Wright

  Journal of Advertising Research Jun 2012, 52 (2) 234-242; DOI: 10.2501/JAR-52-2-234-242
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  Brand Image and Brand UsageIs a Forty-Year-Old Empirical Generalization Still Useful?

  Jenni Romaniuk, Svetlana Bogomolova, Francesca Dall'olmo Riley

  Journal of Advertising Research Jun 2012, 52 (2) 243-251; DOI: 10.2501/JAR-52-2-243-251
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  In 25 Years, Across 50 Categories, User Profiles for Directly Competing Brands Seldom DifferAffirming Andrew Ehrenberg's Principles

  Mark Uncles, Rachel Kennedy, Magda Nenycz-Thiel, Jaywant Singh, Simon Kwok

  Journal of Advertising Research Jun 2012, 52 (2) 252-261; DOI: 10.2501/JAR-52-2-252-261
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  What's Not to “Like?”Can a Facebook Fan Base Give a Brand The Advertising Reach It Needs?

  Karen Nelson-Field, Erica Riebe, Byron Sharp

  Journal of Advertising Research Jun 2012, 52 (2) 262-269; DOI: 10.2501/JAR-52-2-262-269
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  Brand Growth at Mars, Inc.How the Global Marketer Embraced Ehrenberg's Science with Creativity

  Rachel Kennedy, Bruce McColl

  Journal of Advertising Research Jun 2012, 52 (2) 270-276; DOI: 10.2501/JAR-52-2-270-276