TOC: J Mar Comm
Introduction
Journal of Marketing Communications, 25(6)
Brand familiarity as a moderating factor in the ad and brand attitude relationship and advertising appeals
–Eun Soo Rhee & Wan Seop Jung [] []
Understanding how the message appeal of moral beauty influences advertising effectiveness under mortality salience
–Linwan Wu [] []
Enhancing digital entertainment through personalization: The evolving role of product placements
–Valerie Trifts & Hamed Aghakhani [] []
Utilitarian, hedonic, collecting, epistemic, and high values as determinants of the attractiveness of premium promotions
–Weichen Teng [] []
Can Pokémon GO catch brands? The fit effect of game characters and brands on efficacy of brand communications
–Dong Hoo Kim, Seoyeon Kim & Doori Song [] []
Role of electronic word-of-mouth content and valence in influencing online purchase behavior
–Gobinda Roy, Biplab Datta & Srabanti Mukherjee [] []