75 reads in the past 30 days
Disruptive versus Nondisruptive Advertising In Online Streaming Video Services: How Does Advertisement Placement Affect Consumer Perceptions and Ad Effectiveness?March 2023
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679 Reads
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8 Citations
Published by Taylor & Francis on behalf of the Advertising Research Foundation
Online ISSN: 1740-1909
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Print ISSN: 0021-8499
Disciplines: Advertising
75 reads in the past 30 days
Disruptive versus Nondisruptive Advertising In Online Streaming Video Services: How Does Advertisement Placement Affect Consumer Perceptions and Ad Effectiveness?March 2023
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679 Reads
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8 Citations
61 reads in the past 30 days
An Investigation Into Slogan Design On Creating Slogan–Brand Alignment: Message Clarity and Creativity Enhance While Jingles and Rhymes Weaken AlignmentFebruary 2023
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1,570 Reads
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7 Citations
44 reads in the past 30 days
How Is Influencer Follower Size Related to Brand Responses?: Explaining Influencer Follower Size Success through Cognitive, Affective, and Behavioral ResponsesSeptember 2024
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220 Reads
32 reads in the past 30 days
A Comparison of Social Media Influencers’ KPI Patterns across Platforms: Exploring Differences in Followers and Engagement On Facebook, Instagram, YouTube, TikTok, and TwitterMay 2023
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422 Reads
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11 Citations
21 reads in the past 30 days
Why the Experiential View Is Vital To Marketing Communications Research Now: An Enhanced Framework for Examining the Effects of Contemporary MarketingJune 2023
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147 Reads
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1 Citation
The mission of the Journal of Advertising Research (JAR) is to act as the research and development vehicle for professionals in all areas of marketing including media, research, advertising and communications.
For a full list of the subject areas this journal covers, please visit the journal website.
January 2025
January 2025
December 2024
December 2024
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5 Reads
In the digital age, marketers are increasingly utilizing online sales promotions. This study, however, hypothesized that offline (versus online) media more effectively induce consumer behavioral responses to sales promotion. Field and lab experiments supported this hypothesis, showing that sending print (versus online) coupons increased redemption behavior. This effect was mediated by cognitive engagement with the content and was more pronounced among consumers with low (versus high) brand attachment. These results were consistently replicated across different product categories. This study provides behavior-based evidence supporting the effectiveness of offline media and highlights brand attachment as a new moderator of the effect.
November 2024
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1 Read
November 2024
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2 Reads
October 2024
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17 Reads
October 2024
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7 Reads
September 2024
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21 Reads
September 2024
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220 Reads
August 2024
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59 Reads
August 2024
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13 Reads
July 2024
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86 Reads
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4 Citations
July 2024
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53 Reads
July 2024
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57 Reads
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3 Citations
Brands are increasingly using the metaverse to promote sales of products and services, but the social influence of avatars in that context is largely unknown. Grounded in social impact theory and impression management literature, this research investigates the impact of retail store employee avatar presence on consumer behavior. Two between- subjects studies from laboratory and online settings uncover consumers’ aversive responses to employee avatar presence—living (human) and nonliving (robot)—on several key outcomes. This negative effect only emerges in embarrassing shopping settings, such as the purchase of condoms and adult diapers, but not in ordinary (nonembarrassing) settings.
June 2024
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24 Reads
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2 Citations
June 2024
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127 Reads
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1 Citation
June 2024
May 2024
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21 Reads
May 2024
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35 Reads
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1 Citation
April 2024
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154 Reads
This study investigates the effectiveness of virtual reality (VR) advertising in promoting charitable donations. The results indicated that, when compared with the traditional two dimensional format, VR advertising can increase the number of people who decide to donate, as well as the amount donated. This favorable effect was achieved through a serial mediating effect of vicarious experience and existential guilt. Additionally, the findings also identified the need for stimulation as a boundary condition, suggesting that individuals with a low (versus high) need for stimulation were not influenced by the mediating process of VR prosocial advertising on charitable donations.
April 2024
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70 Reads
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1 Citation
Scent is an important product attribute and an integral component of the consumption experience as consumers often want to perceive a product’s smell to make a well-informed purchase decision. It is difficult, however, to communicate the properties of a scent without the physical presence of odorants. Through five experiments conducted in a perfume-advertising context, our research shows that implied explosion, whether visually (e.g., a spritz blast) or semantically created, can increase perceived scent intensity, subsequently enhancing perceived scent persistence. It also found a positive effect of perceived scent persistence on purchase intention. In conclusion, the research suggests that implied explosion can be a powerful tool for advertisers to enhance scent perception, consequently boosting purchase intention.
April 2024
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69 Reads
April 2024
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81 Reads
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2 Citations
Low-clutter radio stations have shorter advertisement breaks to attract listeners, increase advertisement effectiveness, and potentially reduce mechanical advertisement avoidance (i.e. switching stations). This research introduces a two-factor theory explaining why mechanical advertisement avoidance has an inverse U-shaped relationship with advertisement position in the break, and advertisement break length in advertisement units. The theory was supported by portable people meter (PPM) ratings data. Peak mechanical avoidance occurred at the fourth advertisement position, similar to the average advertisement break length perceived by radio listeners from the same city as the PPM data. This explains why the two-advertisement breaks that are typical for low-clutter radio stations minimize mechanical avoidance.
March 2024
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7 Reads
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