Journal of Marketing Communications (J Market Comm )

Publisher: Taylor & Francis


The Journal of Marketing Communications is devoted to publishing research papers and information concerning all aspects of marketing communications and promotion management. It is a channel for discussing emergent issues such as relationship marketing and integrated marketing communications together with behavioural foundations of marketing communications and promotional management. Issues that the journal covers include: Marketing communications - communications via any or all of the marketing mix elements. The way(s) the marketing mix elements are operationalized and interrelated for communication purposes in marketing plans. Promotional management - this would not only include the bedrock of advertising, sales promotion, publicity and personal selling, but would also include emergent areas such as marketing public relations, direct marketing and sponsorship. The mechanism or process of developing effective communications or promotion via specific case studies. Behavioural foundations of marketing communications and promotion management including semiotics, consumer behaviour, attitudes and persuasion, source and message factors, diffusion of innovations and adoption factors. Effects of changing environmental circumstance on marketing communications and promotional strategy - altered budget allocation, messages. and media vehicles adopted. Exploration of the trends toward integrated marketing communications, marketing public relations, and relationship marketing. Examples of sound or innovative teaching or training practice in relation to the marketing communications or promotional management. The interface between corporate and marketing public relations. The relationship between marketing and corporate communications.

  • Impact factor
  • 5-year impact
  • Cited half-life
  • Immediacy index
  • Eigenfactor
  • Article influence
  • Website
    Journal of Marketing Communications website
  • Other titles
    Journal of marketing communications (Online)
  • ISSN
  • OCLC
  • Material type
    Document, Periodical, Internet resource
  • Document type
    Internet Resource, Computer File, Journal / Magazine / Newspaper

Publisher details

Taylor & Francis

  • Pre-print
    • Author can archive a pre-print version
  • Post-print
    • Author cannot archive a post-print version
  • Restrictions
    • 12 month embargo for STM, Behavioural Science and Public Health Journals
    • 18 month embargo for SSH journals
  • Conditions
    • Some individual journals may have policies prohibiting pre-print archiving
    • Pre-print on authors own website, Institutional or Subject Repository
    • Post-print on authors own website, Institutional or Subject Repository
    • Publisher's version/PDF cannot be used
    • On a non-profit server
    • Published source must be acknowledged
    • Must link to publisher version
    • Set statements to accompany deposits (see policy)
    • Publisher will deposit to PMC on behalf of NIH authors.
    • STM: Science, Technology and Medicine
    • SSH: Social Science and Humanities
    • 'Taylor & Francis (Psychology Press)' is an imprint of 'Taylor & Francis'
  • Classification
    ​ yellow

Publications in this journal

  • [Show abstract] [Hide abstract]
    ABSTRACT: This study investigated the use of two reduced item constructs in marketing research, Involvement Scale and Consumer Expertise and their relationships. Previous findings suggested that both constructs could use reduced items and that they would be useful as marketing segmentation tools. Response rates to consumer questionnaires are declining; therefore, shorter questionnaires in marketing communications are more likely to be completed. This study establishes the current reliability of using these two reduced item constructs in automotive research and tests their validity using triangulation questions. Data collection used a novel approach in which respondents to a motor show used the new Apple iPad to complete an online questionnaire. Results revealed that the reduced item constructs are reliable and valid and would be useful for research involving large ticket items. They would be particularly useful to researchers where they are used as part of, rather than the main focus of, the research.
    Journal of Marketing Communications 11/2014; 20(6).
  • [Show abstract] [Hide abstract]
    ABSTRACT: Building brand equity is a key objective for a range of communication activities; however, greater understanding is required on how different communication options compare in their impact on consumer response to a brand. In particular, firms are increasingly using cause-related marketing (CRM) to achieve business as well as social objectives, yet there has been limited research comparing the effectiveness of this strategy to other communication methods that may achieve similar brand-related outcomes. Using an experimental design, we examine consumer attitudes toward CRM and CRM's impact on brand attitude compared with two other communication options: sponsorship and sales promotion. Our results show that consumers respond more positively to CRM and that this strategy can be more effective in achieving brand-related objectives. However, consumers must perceive that the partnered cause fits with the brand. In fact, perception of fit plays a more critical role in determining the impact of CRM than in the impact of sponsorship or sales promotion. These findings suggest that when firms are considering their communication mix, CRM can be a more effective way of developing favorable brand associations, but managers must associate with causes that consumers will perceive to fit with the brand. Furthermore, this fit should be communicated.
    Journal of Marketing Communications 11/2014; 20(6).
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    ABSTRACT: Despite the development of many health behaviour theories across various topics, the inconsistency in empirical support for their propositions and the on-going criticism about their limitations highlight the need for an adjusted and integrated approach. These theories have never been ‘abandoned’ or altered significantly to address their limitations, since their conceptualisations. The aim of this paper was to make a conceptual contribution by integrating distinct health behaviour theories (i.e. Health Belief Model, Extended Parallel Process Model, Transtheoretical Model), with a popular information-processing and attitude change theory from the marketing communications arena (namely, the Elaboration Likelihood Model). The specific objectives of this paper were: (1) to address limitations of prevailing health behaviour theories, by identifying key determinants of health behaviour across the most commonly used health behaviour theories; (2) to identify source, consumer, channel, and message characteristics, in addition to executional/situational factors and attitudinal variables, which may influence health behaviour; and lastly, (3) to explain under which conditions (i.e. stage of change) these determinants and factors are likely to impact health behaviour change and maintenance. In doing so, four assumptions and several propositions are developed. Future research directions and practical implications for creating health marketing communication messages are also discussed.
    Journal of Marketing Communications 09/2014;
  • Journal of Marketing Communications 04/2014;
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    ABSTRACT: Despite the popularity of social media in general and Twitter specifically, little empirical research exists to assist marketers in how to successfully connect with consumers in these environments. The purpose of this study was to identify the ways in which brands can connect with consumers through Twitter and to examine how the category of Tweet impacts brand engagement. Findings reveal that whereas celebrity Tweets may be successful at capturing attention and disseminating brand information, they have minimal impact on changing brand opinions. What influence celebrities do have may be best served with unfamiliar brands rather than familiar ones – results suggest that not unlike in traditional offline media, in social media celebrities may be influential in drawing attention to unfamiliar brands. Our results also suggest that companies with established familiar brands should be cautious about paying to seed their own Tweets using Twitter’s ‘Promoted by’ option, particularly if the brand is one that consumers have a neutral opinion of, as this can lower consumers’ opinion of the brand. Instead, these companies should encourage consumers to follow them on Twitter as this will enable the brand to interact directly with consumers.
    Journal of Marketing Communications 01/2014; 20(1/2):129-146.
  • Journal of Marketing Communications 01/2014;
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    ABSTRACT: This research examines the intermediary roles that advertising agencies perform between small local advertisers and a mobile advertising service provider. The intermediary roles have been left unexplored, although the agencies have influence on their client’s decisions to use new media. A real-life experiment of new mobile advertising system was conducted, and interview data from eight advertising agencies were collected. The findings show that agencies may play three types of roles. In playing connecting, mediating, and inhibiting roles, agencies influence the value created not only for their clients’ but also for themselves and the advertising media provider.
    Journal of Marketing Communications 10/2013;
  • Journal of Marketing Communications 06/2013;
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    ABSTRACT: Using Resnik and Stern's (1997) method, this study examines the information content of the ads embedded in the telecasts of the largest sporting event in the United States, Super Bowl. The findings of a content analysis of over 400 Super Bowl ads aired from 2001 to 2009 show that each ad contained on an average two informational cues, which are as much informative as other television ads in the United States. The packaging or shape, quality, and performance cues are the three most frequently used informational cues. In addition, think products appeared to contain a more diverse set of informational cues compared to feel products. Practical and theoretical implications and future research directions are discussed.
    Journal of Marketing Communications 09/2012; 18(4):249-264.
  • [Show abstract] [Hide abstract]
    ABSTRACT: With a focus on children's influence on family purchase decisions, this study considers whether demographic differences such as age and family composition have a considerable influence over the type of behavior adopted by mothers and whether there are any discrepancies between the nutritional expectations mothers have for food products and their purchase motivations. Results from the sample of 293 mothers suggest that the changing structure of the family and both mothers' and children's age differences are not significant when identifying the characteristics which moderate children's influence in Turkey.
    Journal of Marketing Communications 09/2012; 18(4):297-320.
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    ABSTRACT: Research on media synergy has traditionally been based on estimates using the media purchases made by the marketer. Assumptions are, therefore, made by the marketer about how the various media interact. This paper argues that media synergy only occurs at the consumer media consumption level, that is it is the consumer who creates the interactions and thus, any synergy, not just the media forms. Although the media forms may be available, they do not interact until the consumer creates some type of interaction. Using a nationally projectable online sample of consumer-reported media usage in the USA, based on (a) the media forms consumed, (b) the amount of time spent with each consumed media form, (c) which accessed media forms are used in what combination, and (d) the reported influence of each media form on future purchases in eight broad product categories, we developed a new view of media synergy. From that, media relationships are estimated using factor analysis. From the extracted factors, estimations of consumer media interactions are made in six product categories using χ2 automatic interaction detection analysis. Unique media synergies are found in each product category and among each customer group studied.
    Journal of Marketing Communications 07/2012; 18(3):173-187.
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    ABSTRACT: The aim of the study is to investigate the role of media sequence on consumers' responses to cross-media campaigns. To do so, we conducted an experiment in which we studied the effects of a combination of TV commercials and websites (TV commercial–website vs. website–TV commercial) for two different product categories. The results indicated a consistent interaction effect of media sequence and product involvement regarding two campaign targets: attitudes toward the ads and message evaluation. These interaction effects showed that while a TV commercial–website sequence was effective for informing consumers about both high- and low-involvement products, the website–TV commercial sequence was only suitable for informing consumers about high involvement products. The main conclusion is that the sequence of exposure is vital in cross-media campaigns. The study also demonstrates under which conditions this is particularly important.
    Journal of Marketing Communications 07/2012; 18(3):203-216.
  • Journal of Marketing Communications 06/2012;
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    ABSTRACT: This study investigated the influence of two variables – brand name and message explicitness – on attitude toward advertisement and attitude toward brand, and further, explored the impact of attitude toward advertisement, attitude toward brand, and other variables on consumer purchase intention. A questionnaire with an experimental design component was administered to 343 college students. Results revealed that respondents formed positive attitudes toward apparel brand when the advertising message contained explicit information about environmentally friendly products. Attitude toward brand, subjective norm, attitude toward advertisement, eco-fashion involvement, and environmental commitment were strong predictors of intention to purchase an environmentally friendly apparel brand. Implications are that apparel marketers may build more positive attitudes toward brands by providing explicit information about environmentally friendly products in their marketing claims. This may be one way for marketers to attract college students who are interested in purchasing environmentally friendly products, but who are not fully committed to a green lifestyle. Further, marketers may be able to reach those who are less interested in purchasing environmentally friendly products by raising awareness and knowledge of the benefits associated with their products and brands, which may help to establish a sustainable market for eco-fashion.
    Journal of Marketing Communications 04/2012; 18(2):151-168.
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    ABSTRACT: Marketing communication has come around, it seems, to embracing the gay consumer market. Research indicates that gay consumers are affluent, well educated, and in possession of disposable income. Marketers, capitalizing on this market, have been creating gay-themed ads. This study, an exploratory content analysis, considers how gay-themed ads differ from that of conventional ads. Looking closely at the dominant appeals and product categories of such ads, this study finds that they reflect the demographics and psychographics of gay consumers. The study also finds a variety of iconography or symbolism of gays in gay-themed ads. Especially, rainbow flags were used prevalently, in implicit or explicit fashion. This finding cross-validates the literature that suggests that gay specific symbolism or iconographies could be used to minimize the risk of alienating heterosexual consumers. This study helps us understand the current phenomenon of print ads in a gay or lesbian magazine, especially advertising with gay specific content.
    Journal of Marketing Communications 04/2012; 18(2):133-149.
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    ABSTRACT: Trade fairs are an integral part of the marketing strategy for many products and services. The aim of this article is to investigate how trade fairs as a means of marketing communication bring about new ideas, desires and wants in consumers and by so doing facilitate everyday consumer creativity. The results imply that trade fairs play an important role in setting the stage for consumer creativity. Based on an empirical study of trade fair visitors carried out using an ethnographic method, the study demonstrates how consumers communicate their visit to a trade fair. The findings indicate that trade fairs have an influence on consumer creativity in the different phases of the process. As an outcome, two metaphors describing the role of trade fairs as facilitators of everyday consumer creativity are proposed. These are trade fairs as a tool and a vantage point. The implications for effective trade fair management and postmodern marketing are explored.
    Journal of Marketing Communications 01/2012; 18(5).
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    ABSTRACT: On the basis of a framework for integrated communication management (ICM) derived from perspectives in the integrated marketing communications and communication management literature, we tested various hypotheses concerning the link between ICM and communication effectiveness. The hypotheses were tested on a sample of 642 Swiss-based companies, with a focus on medium-sized enterprises. The data yielded insights as to the role of ICM in respect of both ‘soft’ psychological and ‘hard’ economic measures of communication effectiveness. Results include that aligning communication with the corporate strategy and mission, scripting communication concepts and having a designated function for marketing communications correlates significantly not only with ‘soft’ measures of communication effectiveness but also with selected ‘hard’ measures of corporate performance. We furthermore find support for the imperative of aligning communication instruments with respect to content, form and timing. Finally, those companies whose leadership supports communication management and values its contribution to corporate performance score higher on ‘soft’ and ‘hard’ measures than those businesses whose leadership is less supportive. The research contributes to reducing the research gap on demonstrating the link between ICM and business performance; it also contributes to remedy the dearth of research on small and medium-sized enterprises.
    Journal of Marketing Communications 01/2012; 18(5):335-361.
  • [Show abstract] [Hide abstract]
    ABSTRACT: Marketers increasingly provide incentives to everyday consumers in exchange for generating buzz about their brand. The problem is that incented agents do not always disclose this relationship, and marketers fear that disclosure will reduce the technique’s effectiveness. This paper examines how disclosure affects consumers’ response to word-of-mouth (WOM) marketing. Compared to seemingly organic WOM, can disclosure of the agent-brand relationship benefit the brand if it occurs concurrently with the recommendation? What are the consequences if an agent fails to disclose and the consumer learns about the subterfuge later? Findings from two experiments suggest that honesty is indeed the best policy regardless of whether the agent is talking to a friend or a stranger.
    Journal of Marketing Communications 01/2012; 19(4).