TOC: Intl J Adv
Introduction
International Journal of Advertising, 36(4)
How to avoid marketing disasters: back to the basic communications model, but with some updates illustrating the importance of e-word-of-mouth research
–Charles R. Taylor [] []
Children and advergames: the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes
–Ini Vanwesenbeeck, Michel Walrave & Koen Ponnet [] []
Is advertising helpful for organic businesses? Differential effects of packaging claims
–María Hidalgo-Baz, Mercedes Martos-Partal & Óscar González-Benito [] []
Understanding responses to comedic advertising aggression: the role of vividness and gender identity
–Marc G. Weinberger, Kunal Swani, Hye Jin Yoon & Charles S. Gulas [] []
How long does celebrity meaning transfer last? Delayed effects and the moderating roles of brand experience, celebrity liking, and age
–Johannes Knoll, Jörg Matthes, Andrea Münch & Migena Ostermann [] []
Creating an effective code-switched ad for monolinguals: the influence of brand origin and foreign language familiarity
–Ying-Ching Lin, Kai-Yu Wang & Jun-Yi Hsieh [] []
Exploring how consumers cope with online behavioral advertising
–Chang-Dae Ham [] []