Journal of Marketing Communications (J Market Comm)

Publisher: Taylor & Francis (Routledge)

Journal description

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.

Current impact factor: 0.00

Impact Factor Rankings

Additional details

5-year impact 0.00
Cited half-life 0.00
Immediacy index 0.00
Eigenfactor 0.00
Article influence 0.00
Website Journal of Marketing Communications website
Other titles Journal of marketing communications (Online)
ISSN 1352-7266
OCLC 49818363
Material type Document, Periodical, Internet resource
Document type Internet Resource, Computer File, Journal / Magazine / Newspaper

Publisher details

Taylor & Francis (Routledge)

  • Pre-print
    • Author can archive a pre-print version
  • Post-print
    • Author can archive a post-print version
  • Conditions
    • Some individual journals may have policies prohibiting pre-print archiving
    • On author's personal website or departmental website immediately
    • On institutional repository or subject-based repository after a 18 months embargo
    • 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)
    • The publisher will deposit in on behalf of authors to a designated institutional repository including PubMed Central, where a deposit agreement exists with the repository
    • SSH: Social Science and Humanities
    • Publisher last contacted on 25/03/2014
    • This policy is an exception to the default policies of 'Taylor & Francis (Routledge)'
  • Classification
    green

Publications in this journal

  • [Show abstract] [Hide abstract]
    ABSTRACT: This study conducted a lab experiment in the US and South Korea to test cross-national differences in response to comparative versus non-comparative Facebook advertising messages. Consistent with prior research, this study found that comparative ads resulted in more positive attitudinal responses among Americans, whereas non-comparative ads resulted in more positive attitudinal responses among Koreans. Results of multiple mediation tests showed that Americans showed more positive responses to a comparative ad message because the message was perceived to be more assertive than a non-comparative ad message, whereas Koreans showed more negative responses to a comparative ad message because the message was perceived to be less considerate than a comparative ad message. This study has important theoretical implications by testing multiple mediators for comparative ad effects; and also has practical implications for cultural adaptation marketing strategies.
    No preview · Article · Feb 2016 · Journal of Marketing Communications
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    ABSTRACT: While corporate advertising has been widely studied as a promotional tool, few studies have examined how it can be used in a corporate crisis situation. In 2013, Kim proposed a conceptual framework for examining stakeholders’ evaluation of pre-crisis corporate advertising, using the inoculation and reactance theory. The framework, published in Journal of Marketing Communications, suggested that pre-crisis advertising can increase audience resistance towards negative news of an organization and decrease audience resistance towards future corporate advertisements from the organization. The present study expands on Kim’s work to develop the corporate crisis advertising (CCA) framework. In addition to the inoculation and reactance effects discussed in Kim’s model, CCA aims to discuss the effects of corporate advertising on improving organization’s prior reputation based on halo effect, and how post-crisis advertising messages can be evaluated based on crisis theories. Our proposed framework provides a comprehensive view of the use of corporate advertising both before and after a crisis and is useful for organizations to understand the impact of corporate advertising on stakeholders’ evaluation of the organization in a crisis situation. Potential applications of CCA are discussed and directions for future research suggested.
    No preview · Article · Feb 2016 · Journal of Marketing Communications
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    ABSTRACT: This study tested two major theoretical assumptions of the heuristic-systematic model – (1) concurrent information processing and (2) multiple processing motives – in a common advertising situation where contradictory brand information from different sources (e.g. a positive advertising claim [a persuasive argument] vs. negative consensus information from a third-party source [a persuasion cue]) was available to consumers with varying motivation (accuracy and defense motivation). Results showed that individuals employed different information processing strategies, depending on motivation type. Accuracy-motivated individuals engaged in concurrent (both cue- and argument-based) processing when involvement was high. Defense-motivated individuals sought positive valence, regardless of the level of involvement and type of information.
    No preview · Article · Feb 2016 · Journal of Marketing Communications
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    ABSTRACT: Generally, preference toward an advertising media is judged by company-driven effectiveness assessment parameters such as reach, frequency, sales and return on investment. This paper, on the other hand, by using structural equation modeling offers a three-dimensional 20-item ‘media effectiveness assessment model’ based on the quantitative judgment of young consumers. After that the preferences of male and female consumers toward seven different media with respect to the assessment criteria of the model have been captured and compared. Item-wise results of the study show that radio received highest priority by male consumers, whereas, TV and newspaper are the second priority. Female respondents on the other hand put highest preference toward magazine followed by radio. Popularity of radio among young consumers is noticeable. Dimension-wise comparisons revealed that men and women consumers preferred radio and billboard, respectively as the best media for ‘customization’ ability. However, for advertisement ‘positioning’ men and women prioritized TV and magazine, respectively. Finally, billboard and radio were found to be most ‘interactive’ as opined by male and female, respectively. The methodology of this study is based on 783 samples collected from the young executives (both male and female) of Bangladesh during September–November, 2014.
    No preview · Article · Jan 2016 · Journal of Marketing Communications

  • No preview · Article · Jan 2016 · Journal of Marketing Communications

  • No preview · Article · Jan 2016 · Journal of Marketing Communications
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    ABSTRACT: Many brands partner with causes in their advertising campaigns. Consumers appreciate that the brands they purchase participate in activities that contribute to a society’s well-being. This study uses copy-testing techniques to evaluate the number and types of thoughts and brand attitudes in the presence and absence of cause-related messages. Individuals saw an ad for one of two products. None of the ads stated the brand’s financial support to the cause, which is representative of many messages today. People viewing the Dansko ads with the pink ribbon generated significantly fewer thoughts than those viewing the ad without the pink ribbon. For the Fitbit ads, more thoughts were generated for the ad with the pink ribbon than the ad without the pink ribbon. The Fitbit ad with the pink ribbon and support message generated fewer positive and negative thoughts but more neutral thoughts that questioned the brand/cause relationship. Attitudes toward the brand did not vary based on the presence or absence of the pink ribbon. People who saw ads with the pink ribbon displayed more positive attitudes toward the brands’ commitment to society and misestimated the brands’ contributions to the cause.
    No preview · Article · Dec 2015 · Journal of Marketing Communications
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    ABSTRACT: The use of an ironic message in advertising has increased, but little empirical research has been conducted to identify the effects of ironic advertising on consumers. This study demonstrated that ironic advertising can lead to consumers’ higher attention to the ad and greater involvement in the ad message compared to non-ironic advertising, applying schema incongruity theory. This study also examines whether ironic advertising influences consumers’ attitudes toward the ad and the brand. Lastly, this study identified a moderating role of need for cognition on ad attention.
    No preview · Article · Dec 2015 · Journal of Marketing Communications
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    ABSTRACT: The article provides a conceptual contribution by developing a framework for business-to-business (B2B) marketers seeking to implement online communities (OLCs). Furthermore, the conceptual contribution is augmented by a small-scale exploratory study comprising in-depth interviews with B2B chief marketing officers (CMOs). The findings challenge existing thinking that B2B marketers can follow generic marketing communication frameworks. This is due to the differences in B2B OLCs in terms of multiple stakeholders and two-way information flows and differences in buyer behaviour. For researchers, the contribution is an embryonic model that will facilitate future conceptual development as well as empirical testing through a series of research propositions. A sequential decision-making framework, which identifies key implementation challenges, is provided for B2B managers.
    No preview · Article · Dec 2015 · Journal of Marketing Communications
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    ABSTRACT: This study explores how the change of an economic policy affects advertising practices in Argentina. A content analysis of luxury brand ads placed in fashion magazines in Argentina was conducted to investigate changes in the ads in the wake of the import restrictions. The data supports the notion that some ads reflect societal changes. After the restrictions, ads were more likely to be factual, less likely to convey emotional messages, and ad appeals tended to be simple. Additionally, findings indicate that ads used different visual cues to evoke stronger exclusivity, luxuriousness, and global feelings. Ad components that are deeply rooted in local cultures, however, were not influenced by the restrictions.
    No preview · Article · Sep 2015 · Journal of Marketing Communications
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    ABSTRACT: This study argues that understanding the nature and influence of cultural differences in print advertising is important for an effective international marketing strategy. Previous studies have investigated cross-cultural differences in advertising, but have not focused on advertising from the Arab world. There is also a shortage of studies providing specific recommendations about localizing advertising for Arab consumers. This study therefore conducts a comparative analysis of Arab and US print advertisements in magazines, to identify cross-cultural differences in advertising and make recommendations on localizing advertising to Arab consumers, and in particular, those in the Persian Gulf states.
    No preview · Article · Sep 2015 · Journal of Marketing Communications
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    ABSTRACT: This paper seeks to address the limited understanding of how to operationalise the external brand image of a political brand. More specifically, this research critically assesses the transfer potential of the six variables of brand image by Bosch, Venter, Han and Boshoff to deconstruct the UK Conservative Party brand from the perspective of young people aged 18–24 years during the 2010 UK General Election campaign. This research demonstrates the applicability of the six variables otherwise known as the ‘brand image framework’ to the political environment. However, the application of the brand image framework in its original conceptualisation proved problematic. Many of the brand image variables were clarified, rearticulated and simplified to address the political context. This refined conceptualisation provided an in-depth understanding of how to investigate the political brand image of David Cameron’s Conservative Party. This study addresses the paucity of research that operationalises external brand image and provides practitioners and academics within and beyond the context of political branding a mechanism to understand the external orientation of brands. This research may also be used by political and non-political brands as a basis to explore external brand image and compare its consistency with internal brand identity.
    No preview · Article · Sep 2015 · Journal of Marketing Communications
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    ABSTRACT: Many organizations invest periodically in a new corporate visual identity (CVI). This study investigates the main effects of CVI changes in four organizations, taking into account three independent variables: stakeholder type (employees vs. consumers), the specific organization, and communication about the CVI change. The results show that CVI changes had positive effects on CVI appreciation and identity/image. However, the effects were different for employees and consumers and differed between specific organizations. Furthermore, adequate communication about the new CVI appeared to be important for people’s appreciation of the CVI. The implications of these findings are discussed.
    No preview · Article · Aug 2015 · Journal of Marketing Communications
  • Source
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    ABSTRACT: This study uncovers a motivational mechanism of self-gifting and argues for a therapeutic reward of self-gifting in the context of success. The effects of external motivation of achievement as the underlying antecedent of perceived sacrifice on inspiring materialistic self-gifting behavior are investigated. A total of 774 respondents participated in an online survey posted via the nationwide crowdsourcing web service (MTurk) in the US. The results revealed that extrinsic motivation, internal locus of achievement causality, perceived sacrifice and self-achievement evaluations are indicators for predicting material self-rewarding intention. Further practical and academic implications in marketing communications are discussed in this paper.
    Preview · Article · Aug 2015 · Journal of Marketing Communications

  • No preview · Article · Jul 2015 · Journal of Marketing Communications