Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted alphabetically
Advertising & Society Review     Full-text available via subscription   (Followers: 15)
Book History     Full-text available via subscription   (Followers: 177)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 28)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 16)
International Journal of Advertising     Full-text available via subscription   (Followers: 32)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 28)
International Journal of Market Research     Full-text available via subscription   (Followers: 19)
Journal of Advertising     Hybrid Journal   (Followers: 30)
Journal of Advertising Research     Full-text available via subscription   (Followers: 27)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 41)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 14)
Journal of International Marketing     Full-text available via subscription   (Followers: 32)
Journal of Marketing     Full-text available via subscription   (Followers: 54)
Journal of Marketing Research     Full-text available via subscription   (Followers: 71)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 17)
Journal of Public Relations Research     Hybrid Journal   (Followers: 22)
Opinião Pública     Open Access  
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 5)
Public Relations Inquiry     Hybrid Journal   (Followers: 8)
Public Relations Review     Hybrid Journal   (Followers: 20)
RAE-eletrônica     Open Access   (Followers: 2)
Revista Internacional de Relaciones Públicas     Open Access   (Followers: 1)
Similar Journals
Journal Cover
Journal of Advertising Research
Journal Prestige (SJR): 0.87
Citation Impact (citeScore): 2
Number of Followers: 27  
 
  Full-text available via subscription Subscription journal
ISSN (Print) 1470-7853
Published by WARC Homepage  [3 journals]
  • How a Smile Can Make a Difference: Enhancing the Persuasive Appeal of
           Celebrity Endorsers - Boosting Consumer Perceptions of Celebrity
           Genuineness Through the Use of a 'Duchenne Smile' in Advertising
    • Authors: Jasmina Ilicic; Alicia Kulczynski Stacey Baxter
      Abstract: This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped. The authors examined the effect of celebrity attitude on consumer perceptions of celebrity genuineness, and in turn, consumer attitude toward the advertisement and purchase intention. They also investigated whether a negative attitude toward a celebrity can be overcome, resulting in positive advertisement attitude and purchase intentions. Results showed that exposure to a celebrity displaying a Duchenne smile significantly boosts consumer perceptions of celebrity genuineness when consumers have a negative attitude toward the celebrity.
      PubDate: 19 March 2018
       
  • The Market Value of Celebrity Endorsement: Evidence from India Reveals
           Factors That Can Influence Stock-Market Returns
    • Authors: Arpita Agnihotri; Saurabh Bhattacharya
      Abstract: Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results. The current study, in comparison, examined stock-market response from an emerging market—India. The authors investigated determinants of positive abnormal stock-market returns, analyzing 149 endorsement news events from 2003 to 2014. The results indicate that, in India, variables such as endorsement announcement specificity, the reputation of the endorsing celebrity, and whether the endorsing company is of Indian origin can generate positive abnormal returns.
      PubDate: 19 March 2018
       
  • How Consumers in China Perceive Brands In Online and Offline Encounters: A
           Framework For Brand Perception
    • Authors: Terri H. Chan; Rocky Peng Chen Caleb H. Tse
      Abstract: This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market. Using schema theory as the overarching framework, the authors posit that a company’s choice of online versus offline advertising efforts significantly affects its brand perception and performance, with message content strategies, social interactivity, and reputability playing a moderating role. Results from a series of controlled experiments and a real-life brand database confirm that online and offline advertising efforts influenced brand warmth and competence, respectively, and these effects were enhanced by appropriate message content. Brand warmth and competence individually and complementarily affected purchase intentions.
      PubDate: 19 March 2018
       
  • Enhancing Brand Credibility Through Celebrity Endorsement: Trustworthiness
           Trumps Attractiveness and Expertise
    • Authors: Stephen W. Wang; Angeline Close Scheinbaum
      Abstract: Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement. The empirical context is the global airline industry, with a fitting sample surveyed at an international airport (N = 637). Results of structural equation analyses show that consumers’ perception of a celebrity endorser’s attractiveness and trustworthiness brought a lift in brand attitude, brand credibility, and purchase intention toward endorsed brands. The contribution to source-credibility theory is the finding that endorser trustworthiness was the only component of source credibility that was important to low-involvement consumers. The takeaway for advertisers in this industry is to use attractive celebrity endorsers with a global appeal who are trustworthy to enhance brand credibility.
      PubDate: 19 March 2018
       
  • Why We Need More Replication Studies to Keep Empirical Knowledge in Check:
           How Reliable Is Truth in Advertising Research'
    • Authors: Marla B. Royne
      Abstract: Advertising research needs to see the value in replication studies, which can elucidate knowledge by offering new insight into the theories tested. Research publications tend to favour papers that provide novel results, leading to academics shunning replication research. Accepted nonreplicated research becomes “truth”, which is difficult to dispel, and places the burden of ensuring academic rigour entirely on peer review. This has led to suggestions that practitioners should be cautious about using academic research. Replications should be conceptualized more as a process of conducting consecutive studies that increasingly consider alternative explanations, critical contingencies, and real-world relevance. Replication studies are substantiated and so provide the most value to the advertising industry, despite their lack of novelty.
      PubDate: 19 March 2018
       
  • Are you targeting too much' Effective marketing strategies for
           brands
    • Authors: Gian M. Fulgoni
      Abstract: Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term. Targeting too narrowly with loyal brand buyers can lead to erosion as the brand falls from the top of mind for consumers. Achieving reach has changed as TV’s dominance has been challenged and online audiences often have advertisement blocking technologies, reducing media availability. For cross media campaigns, marketers should plan media that overlap broad and narrow targets, activate unexposed audiences on television via digital, measure unduplicated reach across platforms for broad and narrow audience targets, and measure brand lift and sales lift for the same campaigns.
      PubDate: 19 March 2018
       
  • The Dual Entertainment Theory in Celebrity Endorsements: The Role of
           Celebrity Worship and Profession
    • Authors: Subhadip Roy; Aditya Shankar Mishra
      Abstract: This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes. It examines endorsement success and the differences in the mentioned effects between celebrity worshippers and nonworshippers, including the role of celebrity profession as a moderating variable. The study's hypotheses were tested empirically and validated with survey data of two nonstudent samples (Study 1), with real brands (Study 2), and in a different nation to ensure generalizability (Study 3). Different entertainment motives were found to influence endorsement success among worshippers and nonworshippers. The moderating role of celebrity profession also was observed.
      PubDate: 19 March 2018
       
  • What Do We Really Know about Attitudes toward Privacy and Advertisement
           Avoidance'
    • Authors: Scott C. McDonald
      Abstract: Attitudes toward privacy and advertisement avoidance have not shown any significant differences across generations in extant advertising research. Advertising research generally lacks the longitudinal data for cohort analysis, which makes it difficult to tell observed generational differences result from age difference or generational attributes. Americans worry more about data security rather than privacy, with millennials slightly more happy to have their data online. Advertisement blocking has little to do with privacy and everything to do with annoyance for both younger and older consumers. Because age differences from cross-sectional data are much easier to verify than abiding generational attributes, advertisers should approach grand claims of persistent generational difference with some skepticism.
      PubDate: 19 March 2018
       
  • How Synergy Effects of Paid and Digital Owned Media Influence Brand Sales:
           Considerations for Marketers When Balancing Media Spend
    • Authors: Rob Jayson; Martin P. Block, Yingying Chen
      Abstract: Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales. The advertising-intensive curve (Jones, 1990) suggests that paid-media investment is correlated to brands' market position in the repeat-purchase packaged-product category. Building on that framework, the authors analyzed 838 brands in 14 product and service categories for share of spend in paid media and share of digital owned media-unique visitor traffic and traffic to social media-taking into account their relationship with share of sales. Investment in digital owned media was correlated to brands' long-term sales growth rates and to the balance between paid-media and owned-media investment.
      PubDate: 19 March 2018
       
  • How Rhetoric Theory Informs the Creative Advertising Development Process:
           Reconciling Differences between Advertising Scholarship and Practice
    • Authors: Alexander Tevi; Scott Koslow
      Abstract: Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners. One cause of this division is an erroneous perception that advertising is a subset of consumer psychology. To solve this misidentification, the current authors offer rhetoric theory. Although many advertising academics believe that advertising theory is a discovery of 20th-century scholars, the striking resemblances between canons of rhetoric ("invention," "style," "arrangement," "memory," and "delivery") and stages of the advertising-development process ("message strategy," "idea generation," "execution," "media," and "production") clearly define advertising as a rediscovery of rhetoric.
      PubDate: 19 March 2018
       
 
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