Journal of advertising

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  Año 2015, Vol. 44, Número 1

  • Exploring advertising equity: : how a brand's past advertising may affect consumer willingness to approach its future ads

    Sara Rosengren, Micael Dahlén

    • Resumen

    págs. 1-13

    

  • Rhetorical maneuvers in a controversial tide: : assessing the boundaries of advertising rhetoric

    Ioannis G. Theodorakis, Christos Koritos, Vlasis Stathakopoulos

    • Resumen

    págs. 14-24

    

  • The occurrence and effects of verbal and visual anchoring of tropes on the perceived comprehensibility and liking of TV commercials

    Renske van Enschot, Hans Hoeken

    • Resumen

    págs. 25-36

    

  • Integrated marketing communication capability and brand performance

    Sandra Luxton, Mike Reid, Felix Mavondo

    • Resumen

    págs. 37-46

    

  • Yo, DJ, that's my brand: : an examination of consumer response to brand placements in hip-hop music

    Nakeisha S. Ferguson, Janée N. Burkhalter

    • Resumen

    págs. 47-57

    

  • Advertising as unfavorable self-presentation: : the dirty laundry effect

    Tandy Chalmers Thomas, Rebecca K. Trump, Linda L. Price

    • Resumen

    págs. 58-70

    

  • Advertising-induced embarrassment

    Stefano Puntoni, Ilona E. de Hooge, Willem J. M. I. Verbeke

    • Resumen

    págs. 71-79