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Journal of Advertising Research articles from November 1996
A journal devoted to advertising, marketing, and media research. Its editorial emphasis is toward new approaches, even ones that may challenge traditional thought in the field. Published for academics, practitioners and users of advertising, marketing and
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Journal of Advertising Research archives from November 1996
Strive for loyal brands, then loyal consumers.(Editorial)
November 1, 1996... Hasn't the definition of brand loyalty become more inclusive over the years? Instead of "sole brand usage," today loyalty is defined in terms of "share of requirements" or "brand purchased most often." Some might ask whether the term, loyalty,...
Understanding, measuring, and using brand equity.
November 1, 1996... It is a well-recognized concept that there is a financial value which attaches to a brand name, but there is little agreement on how to measure that value. In this paper we will suggest a consumer-driven definition of brand equity, and propose...
Brand loyalty: the link between attitude and behavior.
November 1, 1996... Much has been written about the importance of brand loyalty as a key determinant of brand choice and brand equity. David Aaker (1991) wrote, "The brand loyalty of the customer base is often the core of a brand's equity. If customers are...
Comparing intensity and effectiveness of marketing communications: services versus non-services.
November 1, 1996... Because services are intangible, they can be more difficult to communicate and display than physical goods (Rathmell, 1974). Firms marketing physical goods (non-services) can readily display product features and attributes. Service...
Single vs. double source data for TV program selection.
November 1, 1996... The demise of the two primary single-source data services - Nielsen's Home-Scan and Aribitron's ScanAmerica - has left the media community with no viable single-source alternative. (We are defining single source as the electronic measurement of...
Should advertising appeals match the basis of consumers' attitudes?
November 1, 1996... Over the past decade, a considerable amount of advertising research has suggested that attitudes are based not only on beliefs and attributes, i.e., cognition, but also on feelings and emotions, i.e., on affect (Batra and Ahtola, 1990; Batra...
Translating values into product wants. (includes appendix)
November 1, 1996... We contend that one of the most powerful ways to understand and touch consumers is to understand their values and value systems. It is well recognized that a key issue in gaining brand awareness, trial, and subsequent loyalty is to reflect...
How many are really on the electronic superhighway?: an analysis of the effects of survey methodologies.
November 1, 1996... Few subjects have caught the attention of so many people as the whole issue of the new interactive media. And, it's not just marketers, advertisers, and others of us in the business community. It's the press, academia, and the American people...
A set of one's own: TV sets in children's bedrooms.
November 1, 1996... In the past 15 years it's safe to say that we've all been amazed by the growth in television programming available to children. Cable, VCRs, and video-games have spread rapidly to become mainstream components of the media environment, while...
