Intl J Adv
Introduction
International Journal of Advertising, 44(2)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Editorial
Guest editorial to a special section on generational advertising research in the modern age
—Isaac Cheah & Graham Ferguson [] []
Diversity, equity, and inclusion (DEI) among generational cohorts: investigating attitude towards disabled models and advertising effectiveness
—Sidharth Muralidharan, Carrie La Ferle & Osnat Roth-Cohen [] []
Differences in advertising’s effectiveness across age groups |
—Philip Mecredy, Lara Stocchi & Pamela Feetham [] []
Gerotranscendence: an explanatory variable for the boomer generation’s perception of senior models in advertising
—Bénédicte Bourcier-Béquaert, Corinne Chevalier, Gaëlle Moal & Pierre Valette-Florence [] []
Generational advertising: literature review and practitioner insights on key pitfalls and implications
—Isaac Cheah & Peilin Phua [] []
If it is hard to understand, is it hard to be hooked? A meta-analysis of processing fluency and transportation
—Jennifer Lau [] []
The warm-glow effect of consumer purchase in cause-related marketing: with roles of purchase type and consumption context
—Hyun Ju Jeong [] []
Unveiling the drivers and outcomes of IMC capability: insights from consumer market companies in Pakistan
—Ayaz Ahmad, Salniza Md. Salleh, Selvan a/l Permual, Lucia Porcu & Wisal Ahmad [] []