Table of Contents

Articles

• You have accessRestricted access

  Exploring the Value Of Shoppable Live AdvertisingLiveness and Shoppability in Advertising Media And Future Research Avenues

  Kirk Plangger, Zixuan “Mia” Cheng, Jianyu Hao, Yiru Wang, Colin Campbell, Sara Rosengren

  Journal of Advertising Research Jun 2021, 61 (2) 129-132; DOI: 10.2501/JAR-2021-008
• You have accessRestricted access

  Understanding AI Advertising From the Consumer PerspectiveWhat Factors Determine Consumer Appreciation of AI-Created Advertisements?

  Linwan Wu, Taylor Jing Wen

  Journal of Advertising Research Jun 2021, 61 (2) 133-146; DOI: 10.2501/JAR-2021-004
• You have accessRestricted access

  Can Advertisers Overcome Consumer Qualms with Virtual Reality?Increasing Operational Transparency Through Self-Guided 360-Degree Tours

  Nathalie Spielmann, Ulrich R. Orth

  Journal of Advertising Research Jun 2021, 61 (2) 147-163; DOI: 10.2501/JAR-2020-015
• You have accessRestricted access

  Why Cheap, Low-Quality Giveaways Are Bad for BrandsQuality of Freebies Drives Consumer Attitudes, But Personalization Can Help

  Samuel Stäbler

  Journal of Advertising Research Jun 2021, 61 (2) 164-177; DOI: 10.2501/JAR-2020-017
• You have accessRestricted access

  Superimposed Text Size and Contrast Effects in DTC TV AdvertisingWhich Presentation Format Is Best For Rx Drug Messaging to Consumers?

  Ryan S. Paquin, Amie C. O’donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, Peyton Williams

  Journal of Advertising Research Jun 2021, 61 (2) 178-191; DOI: 10.2501/JAR-2020-021
• You have accessRestricted access

  Are Brands Wasting Money On Sport Sponsorships?A New Look at Brand Personality, Brand Equity, and Official Sponsorship Effects

  Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, Anne Rivers

  Journal of Advertising Research Jun 2021, 61 (2) 192-211; DOI: 10.2501/JAR-2020-029
• You have accessRestricted access

  Consumers’ Response to Format Characteristics in Native AdvertisingThe Interaction between Format Similarity And Format Novelty

  Yoori Hwang, Se-Hoon Jeong

  Journal of Advertising Research Jun 2021, 61 (2) 212-224; DOI: 10.2501/JAR-2020-022
• You have accessRestricted access

  How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and JudgmentsIs Being Cute Helpful or Harmful to Brands?

  Chun-Tuan Chang, Xing-Yu (Marcos) Chu, Shih-Ting Kao

  Journal of Advertising Research Jun 2021, 61 (2) 225-244; DOI: 10.2501/JAR-2020-025