Table of Contents

How Brand Marketing Works in Advertising

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  Do Price Promotions Help or Hurt Premium-Product Brands?The Impact of Different Price-Promotion Types On Sales and Brand Perception

  Felix Zoellner, Tobias Schaefers

  Journal of Advertising Research Sep 2015, 55 (3) 270-283; DOI: 10.2501/JAR-2015-008
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  What Motivates Consumers To Re-Tweet Brand Content?The Impact of Information, Emotion, And Traceability on Pass-Along Behavior

  Theo Araujo, Peter Neijens, Rens Vliegenthart

  Journal of Advertising Research Sep 2015, 55 (3) 284-295; DOI: 10.2501/JAR-2015-009
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  The Effectiveness of Comparative Versus Non-Comparative AdvertisingDo “Strictly” Comparative Ads Hurt Credibility of Non-Professional Service Brands?

  Fred Beard

  Journal of Advertising Research Sep 2015, 55 (3) 296-306; DOI: 10.2501/JAR-2015-010
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  Can Multiple New-Product Messages Attract Different Consumer Segments?Gaming Advertisements' Interaction with Targets Affects Brand Attitudes and Purchase Intentions

  Frank Alpert, M. Kim Saxton

  Journal of Advertising Research Sep 2015, 55 (3) 307-321; DOI: 10.2501/JAR-2015-011