Journal of Advertising articles from March 2005

Journal of Advertising archives from March 2005

From the editor.(Editorial)
March 22, 2005... I wanted to provide readers with a brief introductory note regarding this truly special issue of the Journal of Advertising. When I was named as Editor in spring of 2002, I asked the American Academy of Advertising Publications Committee and...

Moving international advertising research forward: a new research agenda.
March 22, 2005... Writing in 1994, George M. Zinkhan observed that during the first 29 years of its publication, the Journal of Advertising published 29 papers on international advertising. These 29 papers represented more than 16% of the papers published in the...

An alternate approach to assessing cross-cultural measurement equivalence in advertising research.
March 22, 2005... There is considerable evidence to suggest that attitude toward the advertisement ([A.sub.ad]) influences brand attitudes in pretest situations and in understanding, predicting, and perhaps even forestalling wear-out (Lutz 1985). In this regard,...

Self-construal and need-for-cognition effects on brand attitudes and purchase intentions in response to comparative advertising in Thailand and the United States.
March 22, 2005... Brand advertising in the United States frequently includes claims of superiority relative to competing brands or the product category (Grewal et al. 1997). Evidence indicates that such comparative advertising approaches are increasingly used in...

Improving media decisions in China: a targetability and cost-benefit analysis.(Industry Overview)
March 22, 2005... Findings from advertising professional surveys (King, Reid, and Morrison 1997), media analysis (D'Amico 1999), and media planner responses (Stewart and McAuliffe 1988) reveal that an advertising medium's ability to efficiently reach a specific...

International services advertising (ISA): defining the domain and reviewing the literature.
March 22, 2005... As businesses continue to expand globally, the literature on international advertising has seen substantial interest and growth. Although much of the ongoing global expansion stems from manufacturing operations and other traditional product...

The automatic country-of-origin effects on brand judgments.
March 22, 2005... Numerous studies have shown that a product's country of origin (COO) can influence consumers' evaluative judgments of the product (for reviews, see Peterson and Jolibert 1995; Srinivisan and Jain 2003; Verlegh and Steenkamp 1999). Indeed,...

Contributions to international advertising research: an assessment of the literature between 1990 and 2002.
March 22, 2005... As a field of academic inquiry, international advertising has attracted numerous researchers during the last four decades. In the early 1960s, for example, Roostal (1963) published a seminal work focusing on the standardization of international...

Visual differences in U.S. and Chinese television commercials.
March 22, 2005... Advertisers and researchers have long been fascinated by the peculiarities and commonalities in advertising appeals between Western and Eastern societies. Within this interest area, one stream of research focuses on the cultural values conveyed...