J Current Issues Res Adv
Introduction
Journal of Current Issues & Research in Advertising, 45(1)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Me, like Chanel: Examining Antecedents and Consequences of Consumers’ Luxury Brand Engagement on Instagram
—Eunseon (Penny) Kwon, Tae Rang Choi & Liang Ma [] []
Communicating with College Student Nondrinkers: Using the Six-Segment Message Strategy Wheel to Create Advertising Messages That Resonate
—Joyce M. Wolburg & Eric Haley [] []
No One Optimal Way to Measure People’s Attitudes? Preferred Length of Scales in Advertising Research
—Gunwoo Yoon [] []
We’re All in This Together! Self-Construal Pride and Guilt Appeals in Health Advertising
—Kathrynn Pounders, Deena Kemp & Lindsay Bouchacourt [] []
Exploring Anti-Asian Racism Activism on Twitter during the Early Era of COVID-19 Hate Crimes: Implications for Marketers’ Social Purpose Communication Strategy |
—Yoon-Joo Lee, Eric Haley & Yuanyuan Shang [] []
Modeling the Effects of Streamer Characteristics and Platform Affordances in Livestreaming E-Commerce: A Mixed-Methods Approach
—Xuan Zhou & Chen Lou [] []