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Table of Contents

How Brand Marketing Works in Advertising

01 September 2015; volume 55, issue 3

Letter from the CEO

  • You have accessRestricted access
    How Advertising Works: Truth and Dare
    Journal of Advertising Research Sep 2015, 55 (3) i; DOI: 10.2501/JAR-2015-002

Editor's Desk

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    How Does Brand Marketing Work in Advertising?
    Geoffrey Precourt
    Journal of Advertising Research Sep 2015, 55 (3) 230-231; DOI: 10.2501/JAR-2015-003

Numbers, Please

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    How Brands Using Social Media Ignite Marketing and Drive GrowthMeasurement of Paid Social Media Appears Solid But Are the Metrics for Organic Social Overstated?
    Gian M. Fulgoni
    Journal of Advertising Research Sep 2015, 55 (3) 232-236; DOI: 10.2501/JAR-2015-004

Speaker's Box

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    Managing Brands In a Prickly Digital World
    Donald E. Sexton
    Journal of Advertising Research Sep 2015, 55 (3) 237-241; DOI: 10.2501/JAR-2015-005

Research Quality

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    Accounting for Social-Desirability Bias In Survey SamplingA Model for Predicting and Calibrating The Direction and Magnitude of Social-Desirability Bias
    Steven Gittelman, Victor Lange, William A. Cook, Susan M. Frede, Paul J. Lavrakas, Christine Pierce, Randall K. Thomas
    Journal of Advertising Research Sep 2015, 55 (3) 242-254; DOI: 10.2501/JAR-2015-006

Articles

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    How Corporate Sponsors Can Optimize The Impact of Their Message ContentMastering the Message: Improving the Processability And Effectiveness of Sponsorship Activation
    Francois A. Carrillat, Alain d'Astous, Marie-Pier Charette Couture
    Journal of Advertising Research Sep 2015, 55 (3) 255-269; DOI: 10.2501/JAR-2015-007

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

ARF David Ogilvy Awards

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    Masters of Insight: Marketing Art Meets Marketing ScienceSelected Excerpts from The David Ogilvy Awards 2015
    Journal of Advertising Research Sep 2015, 55 (3) 339-352; DOI: 10.2501/JAR-2015-013
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Journal of Advertising Research: 55 (3)
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