J Adv Res
Introduction
Journal of Advertising Research, 61(3)
POSTING TYPE: TOCs
Editor’s Desk: New Insights on Advertising Execution and Consumer Engagement
—John B. Ford [] [Google Scholar]
When Brands Go Dark: Examining Sales Trends when Brands Stop: Broad-Reach Advertising for Long Periods
—Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp [] []
Strategies for More Effective Six-Second Video Advertisements: Making the Most of 144 Frames
—Colin Campbell and Erin Pearson [] []
An Investigation of Androgyny and Sexual Orientation in Advertising: How Androgynous Imagery and Sexual Orientation Impact Advertisement And Brand Attitudes
—Kelly Cowart and Phillip Wagner [] []
Cause-Related Marketing Advertising Formats on Nonprofit Websites: Does a Company’s Donation-Amount Offer in Nonprofit Display Ads Drive Purchase Intention?
—Wilson Ndasi, Elvira Bolat, and Gelareh Roushan [] []
The Effects of Context Congruence on Ad Persuasiveness in e-Magazines: It Serves My Motive, and I Distinguish the Advertisement
—Achyut Telang, Debajani Sahoo, Sreejesh S., and Justin Paul [] []
Evaluating the Advertising Effectiveness of Noncelebrity Endorsers: Advantages of Customer vs. Employee Endorsers and Mediating Factors Of Their Impact
—Jan-Frederik Gräve, Oliver Schnittka, and Carolin Haiduk [] []
The Importance of Consumer Engagement in Brand Heritage Advertising: How Feeling Close to a Brand Can Increase Willingness to Pay More
—Daniele Scarpi [] []
The Effect of Guerrilla Marketing on Company Share Prices: An Event Study Analysis
—Svetlana Davis and Frederick Davis [] []