Journal of Advertising articles from September 1999

Journal of Advertising archives from September 1999

Brand Endorsement, Popularity, and Event Sponsorship as Advertising Cues Affecting Consumer Pre-Purchase Attitudes.
September 22, 1999... The ability of three advertising cues--third-party product endorsement, brand popularity, and event sponsorship--to affect consumer perceptions with regard to product quality, uniqueness, manufacturer esteem, and corporate citizenship is the...

The Influence of Consumer Socialization Variables on Attitude Toward Advertising: A Comparison of African-Americans and Caucasians.(Brief Article)
September 22, 1999... Using the theory of consumer socialization, the authors explore factors that might shape attitudes toward advertising for African-American and Caucasian young adults. Though the African-American market is growing in importance to advertisers,...

The Portrayal of African-American in Business-To-Business Direct Mail: A Benchmark Study.(Brief Article)
September 22, 1999... The purpose of this article is to extend latitudinally the stream of research regarding racial minorities in industrial advertising and to provide a benchmark for future longitudinal studies. It utilizes content analysis to examine...

Flaming, Complaining, Abstaining: How Online Users Respond to Privacy Concerns.
September 22, 1999... Attitudes and opinions about online advertising practices and consumer privacy concerns have been studied in both the academic and popular press. However, online consumers' response to privacy concerns have not been studied. This study examines...

Advertising Agency Compensation: An Agency Theory Explanation.
September 22, 1999... Advertising agency compensation may change dramatically in coming years as advertisers put pressure on agencies to reduce commissions and tie compensation to performance resulting from advertising campaigns. Drawing on agency theory from the...

Effect of Archetypal Embeds on Feelings: An Indirect Route to Affecting Attitudes?
September 22, 1999... Advertising practitioners have long been the target of charges of unethical conduct stemming from their supposed use of subliminal techniques, though very few studies have shown any value of subliminal embeds in an advertising setting. One way...