J Adv Res
Introduction
Journal of Advertising Research, 61(2)
POSTING TYPE: TOCs
Editor’s Desk: How Cutting-Edge Research on Advertising And Branding Builds Customer Engagement
—John B. Ford [] [Google Scholar]
Exploring the Value Of Shoppable Live Advertising: Liveness and Shoppability in Advertising Media And Future Research Avenues
—Kirk Plangger, Zixuan Mia Cheng, Jianyu Hao, Yiru Wang, Colin Campbell, and Sara Rosengren [] []
Understanding AI Advertising From the Consumer Perspective: What Factors Determine Consumer Appreciation of AI-Created Advertisements?
—Linwan Wu and Taylor Jing Wen [] []
Can Advertisers Overcome Consumer Qualms with Virtual Reality? Increasing Operational Transparency Through Self-Guided 360-Degree Tours
—Nathalie Spielmann and Ulrich R. Orth [] []
Why Cheap, Low-Quality Giveaways Are Bad for Brands: Quality of Freebies Drives Consumer Attitudes, But Personalization Can Help
—Samuel St瓣bler [] []
Superimposed Text Size and Contrast Effects in DTC TV Advertising: Which Presentation Format Is Best For Rx Drug Messaging to Consumers?
—Ryan S. Paquin, Amie C. ODonoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams [] []
Are Brands Wasting Money On Sport Sponsorships? A New Look at Brand Personality, Brand Equity, and Official Sponsorship Effects
—Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers [] []
Consumers Response to Format Characteristics in Native Advertising: The Interaction between Format Similarity And Format Novelty
—Yoori Hwang and Se-Hoon Jeong [] []
How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments: Is Being Cute Helpful or Harmful to Brands?
—Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and Shih-Ting Kao [] []