TOC: J Adv Res
Introduction
Journal of Advertising Research, 55(3)
How Does Brand Marketing Work in Advertising?
–Geoffrey Precourt
Numbers, please
How Brands Using Social Media Ignite Marketing and Drive Growth: Measurement of Paid Social Media Appears Solid but Are the Metrics for Organic Social Overstated?
–Gian M. Fulgoni
Speaker’s Box
Managing Brands in a Prickly Digital World
–Donald E. Sexton
Research Quality
Accounting for Social-Desirability Bias in Survey Sampling: A Model for Predicting and Calibrating the Direction and Magnitude of Social-Desirability Bias
–Steven Gittelman, Victor Lange, William A. Cook, Susan M. Frede, Paul J. Lavrakas, Christine Pierce, and Randall K. Thomas
Articles
How Corporate Sponsors Can Optimize the Impact of Their Message Content Mastering the Message: Improving the Processability and Effectiveness of Sponsorship Activation
–Francois A. Carrillat, Alain d?Astous, and Marie-Pier Charette Couture
How Brand Marketing Works in Advertising
Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception
–Felix Zoellner and Tobias Schaefers
What Motivates Consumers to Re-Tweet Brand Content? The Impact of Information, Emotion, and Traceability on Pass-Along Behavior
–Theo Araujo, Peter Neijens, and Rens Vliegenthart
The Effectiveness of Comparative Versus Non-Comparative Advertising – Do ?Strictly? Comparative Ads Hurt Credibility of Non-Professional Service Brands?
–Fred Beard
Can Multiple New-Product Messages Attract Different Consumer Segments? Gaming Advertisements? Interaction with Targets Affects Brand Attitudes and Purchase Intentions
–Frank Alpert and M. Kim Saxton
The Relationship Between Product Placement and the Performance of Movies – Can Brand Promotion in Films Help or Hurt Moviegoers? Experience?
–Reo Song, Jeffrey Meyer, and Kyoungnam Ha
