TOC: J Mar Comm
Introduction
Journal of Marketing Communications, 19(2)
A tool for evaluating advertising concepts: Desirable characteristics as viewed by creative practitioners
–Mark W. Stuhlfaut & Chan Yun Yoo [] []
The relative influence of advertising-evoked personal and historical nostalgic thoughts on consumers’ brand attitudes
–Darrel D. Muehling [] [Google Scholar]
Investigating the role of enduring and situational involvement with the program context on advertising effectiveness
–Rodoula H. Tsiotsou [] []
How (not) to market socially responsible products: A critical research evaluation
–Ingrid Davis [] []
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