Journal of Advertising articles from December 2000

Journal of Advertising archives from December 2000

From the Editor.(Brief Article)(Statistical Data Included)
December 22, 2000... As another year comes to a close, it is again time to look back at the past year and give thanks for all the help and hard work that went into the making of the Journal of Advertising. In expressing my thanks, I would like to start with the...

Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links.(Statistical Data Included)
December 22, 2000... This research examines the proposition that high perceived fit of a brand extension results when consumers can establish explanatory links that connect the parent brand and the extension. Explanatory links are created when salient parent brand...

The Influence of Social Alliances with Sports Teams on Intentions to Purchase Corporate Sponsors' Products.(Statistical Data Included)
December 22, 2000... Sponsorship has become an increasingly popular form of marketing communications, yet little is known about what might influence consumers' intentions to purchase a sponsor's products. The focus here is on how the social alliances existing...

Negative Comparative Advertising: Evidence Favoring Fine-Tuning.(Statistical Data Included)
December 22, 2000... This study tested in the context of branded products a set of hypotheses derived from theory in political science concerning negative advertising messages: those that unfavorably compare Brand B with Brand A. We expected and found that the most...

Product Placements in Movies: A Cross-Cultural Analysis of Austrian, French and American Consumers' Attitudes Toward This Emerging, International Promotional Medium.(Statistical Data Included)
December 22, 2000... This paper reports on a cross-cultural study which tests the robustness of the approach developed by Gupta and Gould (1997) concerning use of product placements in movies. Using their American data as a comparison point, additional data using...

A Comparative Analysis of Three Communication Formats: Advertising, Infomercial, and Direct Experience.(Statistical Data Included)
December 22, 2000... We develop a theoretical framework around the simple proposition that infomercials are similar to ads in some respects and also reflect characteristics inherent in direct experiences (i.e., trial use of branded goods). Using a real infomercial...

Legal Considerations When Using Parodies in Advertising.(Brief Article)
December 22, 2000... Using parodies in an advertising campaign presents legal risks to the parodists. This article examines how copyright and trademark infringement laws limit the use of parodies in advertising. Under some circumstances, an unauthorized parody of...