Table of Contents

Articles

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  When Brands Go DarkExamining Sales Trends when Brands Stop Broad-Reach Advertising for Long Periods

  Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, Byron Sharp

  Journal of Advertising Research Sep 2021, 61 (3) 247-259; DOI: 10.2501/JAR-2021-009
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  Strategies for More Effective Six-Second Video AdvertisementsMaking the Most Of 144 Frames

  Colin Campbell, Erin Pearson

  Journal of Advertising Research Sep 2021, 61 (3) 260-275; DOI: 10.2501/JAR-2020-023
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  An Investigation of Androgyny and Sexual Orientation in AdvertisingHow Androgynous Imagery and Sexual Orientation Impact Advertisement and Brand Attitudes

  Kelly Cowart, Phillip Wagner

  Journal of Advertising Research Sep 2021, 61 (3) 276-288; DOI: 10.2501/JAR-2021-001
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  Cause-Related Marketing Advertising Formats on Nonprofit WebsitesDoes a Company’s Donation-Amount Offer In Nonprofit Display Ads Drive Purchase Intention?

  Wilson Ndasi, Elvira Bolat, Gelareh Roushan

  Journal of Advertising Research Sep 2021, 61 (3) 289-302; DOI: 10.2501/JAR-2021-012
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  The Effects of Context Congruence On Ad Persuasiveness in e-MagazinesIt Serves My Motive, And I Distinguish the Advertisement

  Achyut Telang, Debajani Sahoo, S. Sreejesh, Justin Paul

  Journal of Advertising Research Sep 2021, 61 (3) 303-317; DOI: 10.2501/JAR-2021-002
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  Evaluating the Advertising Effectiveness Of Noncelebrity EndorsersAdvantages of Customer vs. Employee Endorsers And Mediating Factors of Their Impact

  Jan-Frederik Gräve, Oliver Schnittka, Carolin Haiduk

  Journal of Advertising Research Sep 2021, 61 (3) 318-333; DOI: 10.2501/JAR-2021-011
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  The Importance of Consumer Engagement In Brand Heritage AdvertisingHow Feeling Close to a Brand Can Increase Willingness to Pay More

  Daniele Scarpi

  Journal of Advertising Research Sep 2021, 61 (3) 334-345; DOI: 10.2501/JAR-2021-005
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  The Effect of Guerrilla Marketing On Company Share PricesAn Event Study Analysis

  Svetlana Davis, Frederick Davis

  Journal of Advertising Research Sep 2021, 61 (3) 346-361; DOI: 10.2501/JAR-2021-010