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Journal of Advertising: 20031222

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1. Consumer perception of corporate donations: effects of company reputation... When an individual consumer makes a donation to a charity, the exchange equation is relatively simple: The consumer donates money, possessions, or his or her ... (PERIODICAL ARTICLE) 2. Consumer response to sex role portrayals in advertisements: effects of... Congruity theory (Osgood and Tannenbaum 1955) has been successfully applied in social psychology for explaining attitude formation. According to the underlying principle of cognitive consistency, ... (PERIODICAL ARTICLE) 3. The effects of sponsor relevance on consumer reactions to internet... Sponsorship has been acknowledged as one of the newest and most popular forms of Internet advertising. Internet sponsorships generated $1.87 billion in 2001, accounting for ... (PERIODICAL ARTICLE) 4. Conclusion explicitness in advertising: the moderating role of need for... One of the ultimate aims of advertising is to persuade consumers to buy certain brands over others. To achieve this goal, many advertisers utilize advertisements ... (PERIODICAL ARTICLE) 5. A content analysis of direct-to-consumer (DTC) prescription drug web sites. While direct-to-consumer (DTC) prescription drug advertising in the United States continues to grow exponentially, all stakeholders continue to either question its value or fight for ... (PERIODICAL ARTICLE) 6. Compounding consumer interest: effects of advertising campaign publicity... It is not uncommon that an advertising campaign in and of itself becomes sufficiently remarkable to attract media coverage. Major metropolitan daily newspapers feature regular ... (PERIODICAL ARTICLE) 7. On the prevalence and impact of vague quantifiers in the advertising of... Cause-related marketing (CRM) is a technique whereby the contribution of an advertiser to a cause is "linked to customers' engaging in revenue-producing transactions with the ... (PERIODICAL ARTICLE) 8. Ad schema incongruity as elicitor of ethnic self-awareness and... The practice of target marketing involves segmenting a market into distinct groups of buyers, selecting an attractive segment, and positioning the firm and its product ... (PERIODICAL ARTICLE) 9. From the editor. In my short tenure as Editor of the Journal of Advertising, I have noticed that certain issues arise as papers proceed through the review process. (PERIODICAL ARTICLE)
1-9 (of 9) related articles Sort by: Relevance \| Date Items per page

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