Journal of Advertising articles

Recent articles from Journal of Advertising

Winning ways: immediate and long-term effects of sponsorship on perceptions of brand quality and corporate image.( )(Report)
June 22, 2009... Brands are known to possess both physical and abstract properties (Aaker 1996; Brown and Dacin 1997; Dacin and Smith 1994; Homer 2006). Marketing communications can affect perceptions of those properties, either through interacting with existing perceptions, or by presenting information to...

The moderating effect of brand commitment on the evaluation of competitive brands.(Report)
June 22, 2009... Commitment to a brand has been shown to be an important determinant of attitudinal resistance when counterattitudinal information about the brand is present (e.g., Ahluwalia 2000). However, the effects of attitudinal commitment may not be limited to only those situations where...

Community stakeholder responses to advocacy advertising: trust, accountability, and the Persuasion Knowledge Model (PKM).(Report)
June 22, 2009... Marketplace advocacy, or issue advocacy designed to protect a company's market by influencing public policy (Arens 2004; Miller 2006; Sinclair and Irani 2005), is a growing, yet controversial form of corporate communication. Although issue advocacy has existed in some form or another since...

A dual-process model of interactivity effects.(Report)
June 22, 2009... Over the last decade, on-line advertising and promotion have grown into an important sector of the advertising industry that accounted for $18.5 billion in ad revenue in 2005 and is expected to exceed $30 billion in total spending in 2008 (Burns 2006). This success can be at least partially...

How product trial alters the effects of model attractiveness: an adapted etic approach in Romania.(Report)
June 22, 2009... Much research has documented that consumers' reactions to advertisements are based not only on product or brand claims, but also on other aspects of the advertisement, including spokesperson characteristics and execution cues (MacKenzie and Lutz 1989; Pham and Avnet 2004). With regard to...