J Adv Res
Introduction
Journal of Advertising Research, 64(2)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Tips for Advertising Professionals Submitting to JAR: Key Differences Between Applied and Theory-Focused Research
—Colin Campbell [] []
The Impact of Advertising on a Company’s Stock Price: Conditions for Positive, Neutral, Negative, and Reverse Effects
—Shuba Srinivasan and Dominique M. Hanssens [] []
Searching for the Holy Grail of Sponsorship-Linked Marketing: A Comprehensive, Generalizable Sponsorship Retention Model
—Jonathan A. Jensen [] []
Ignite the Scent—The Effectiveness of Implied Explosion in Perfume Ads: How Dynamic Images and Messaging Drive Scent Perception and Purchase Intention
—Olivier Droulers, Junwei (Jerry) Yu, and Sophie Lacoste-Badie [] []
Why Shorter Advertisement Breaks Reduce Radio Advertisement Avoidance: When It Comes to Radio Advertising, Less Is More
—Aaron Michelon, Steven Bellman, Margaret Faulkner, Justin Cohen, and Johan Bruwer [] []
Musical Manipulation of Visual Scenes in Video, Film, and TV Advertisements: A Large-Scale Investigation into the Implicit Effects of Sonic Branding
—Sebastian Silas, David John Baker, and Daniel Müllensiefen [] []
Special Issue Continuation: Prosocial Advertising Messages
Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change: On Social Media, One Tip versus Many Is More Effective for Nongreen Consumers
—Matthew Pittman, Tyler Milfeld, and Kibum Youn [] []
How Virtual Reality Can Increase Effectiveness of Prosocial Advertising: Put Yourself in the Donee’s Shoes—The Effect of Virtual Reality on Charitable Donations
—Ou Li, Zhigeng Pan, Han Qiu, and Da Qian [] []