TOC: J Mar Comm
Introduction
Journal of Marketing Communications, 24(2)
Understanding the moderating effect of motivational values on young consumers’ responses to luxury brands: A cross-cultural study of South Korea and the USA
–Eunsun Lee, Steven M. Edwards, Seounmi Youn & Taiwoong Yun [] [Google Scholar]
Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions
–Iryna Pentina, Ainsworth Anthony Bailey & Lixuan Zhang [] []
Do social networking sites contribute for building brands? Evaluating the impact of users’ participation on brand awareness and brand attitude
–Daniela Langaro, Paulo Rita & Maria de Fátima Salgueiro [] [Google Scholar]
Parent-protecting advertising in product line extensions: Role of communication strategy, message type and extension type
–Yi-Fen Liu & Chi-Cheng Wu [] []
Localizing to Arabic consumers: Insights from print advertising
–Rana Sobh, Nitish Singh, Wootae Chun & Mamoun Benmamoun [] []
Book Reviews
Creating value: the theory and practice of marketing semiotics research
–Morris B. Holbrook [] []