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Table of Contents

01 June 2021; volume 61, issue 2

Editor’s Desk

  • You have accessRestricted access
    How Cutting-Edge Research on Advertising And Branding Builds Customer Engagement
    John B. Ford
    Journal of Advertising Research Jun 2021, 61 (2) 127-128; DOI: 10.2501/JAR-2021-007

Articles

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    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
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    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
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    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
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    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
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    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
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    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
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    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
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    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
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Journal of Advertising Research: 61 (2)
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