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Journal of Current Issues and Research In Advertising最新文献

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Consumer Response to Virtual CSR Experiences 消费者对虚拟CSR体验的反应
IF 3.4
Journal of Current Issues and Research In Advertising Pub Date : 2020-03-20 DOI: 10.1080/10641734.2020.1734119
Yoon‐Joo Lee, Wen Zhao, Huan Chen
{"title":"Consumer Response to Virtual CSR Experiences","authors":"Yoon‐Joo Lee, Wen Zhao, Huan Chen","doi":"10.1080/10641734.2020.1734119","DOIUrl":"https://doi.org/10.1080/10641734.2020.1734119","url":null,"abstract":"Abstract This study examines a unique context for corporate social responsibility (CSR) initiatives in the form of a virtual reality (VR) video featuring a quasi-experimental design that was sponsored by an alcohol company. The study examines whether individual variation in the immersive tendency plays a role in the perception of CSR initiatives in VR videos. This study reveals that consumers (i.e., college students) with a higher level of immersive tendency are more likely to have positive attitudes toward CSR ads, via emotional engagement and telepresence, than those with a lower level of immersive tendency. However, our results show that consumer immersive tendency and emotional engagement with the VR video have no influence on purchase intention. Further, this study reveals that unique characteristics of VR video (e.g., telepresence and emotional engagement) can play a role in evaluating cognitive, attitudinal, and purchase intention in the unique context of VR video by adopting dialogic (emotional) engagement and the hierarchy-of-effect (HOE) model. Theoretical and managerial implications are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"42 1","pages":"102 - 122"},"PeriodicalIF":3.4,"publicationDate":"2020-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1734119","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49109763","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 13
Brand Authenticity and Strategic Response to Crises: Symbolic Effects of Donation Type on Purchase Intent and Digital Engagement 品牌真实性与危机的战略应对：捐赠类型对购买意愿和数字参与的象征效应
IF 3.4
Journal of Current Issues and Research In Advertising Pub Date : 2020-03-20 DOI: 10.1080/10641734.2020.1734503
Matthew Pittman, K. Sheehan
{"title":"Brand Authenticity and Strategic Response to Crises: Symbolic Effects of Donation Type on Purchase Intent and Digital Engagement","authors":"Matthew Pittman, K. Sheehan","doi":"10.1080/10641734.2020.1734503","DOIUrl":"https://doi.org/10.1080/10641734.2020.1734503","url":null,"abstract":"Abstract Brand Authenticity is paramount in contemporary advertising and brands can communicate their authenticity by supporting social and environmental crises. Brands often donate money or products to causes, and while the value of such activities has been documented, the actual nature of the donation relative to authenticity and subsequent outcomes is unclear. How much should brands donate? What type of donation is best? What are the advantages of choosing certain crises over others? This paper explores how a brand’s authenticity might be affected by its response strategy to various crises. Two experimental studies provide converging evidence that with either an acute (a weather-related crisis) or a chronic social (school funding) issue, the right type and size of donation can lead to desirable brand outcomes while assisting those in need. We argue that symbolic consumption is the mechanism through which process occurs. We find that purchase intent can be generated through donating cash or products to a crisis that fits well with brand values, whereas digital engagement is best generated through product donation in support of a crisis which does not.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"42 1","pages":"215 - 235"},"PeriodicalIF":3.4,"publicationDate":"2020-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2020.1734503","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46919891","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 16
Culture and Health Persuasion: Differences between Koreans and Americans 文化与健康说服：韩国人与美国人的差异
IF 3.4
Journal of Current Issues and Research In Advertising Pub Date : 2020-01-24 DOI: 10.1080/10641734.2019.1706211
Sukki Yoon, A. Lalwani, Patrick Vargas, Kacy Kim, C. R. Taylor
{"title":"Culture and Health Persuasion: Differences between Koreans and Americans","authors":"Sukki Yoon, A. Lalwani, Patrick Vargas, Kacy Kim, C. R. Taylor","doi":"10.1080/10641734.2019.1706211","DOIUrl":"https://doi.org/10.1080/10641734.2019.1706211","url":null,"abstract":"Abstract Four studies examined the perceived persuasiveness of pro-and anti-health messages among Koreans and Americans. Results indicated that the perceived effectiveness of messages in the two countries depends on whether a healthy (e.g., anti-smoking) or an unhealthy (pro-smoking) behavior is advocated. In general, Americans believed that they were more persuaded than others by messages advocating healthy behavior, whereas Koreans believed that they were less persuaded than others by such messages. In contrast, Americans believed that they were less persuaded than others by messages advocating unhealthy behavior, whereas this tendency was not found among Koreans. Implications and avenues for future research are discussed.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"42 1","pages":"83 - 101"},"PeriodicalIF":3.4,"publicationDate":"2020-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1706211","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44621226","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 10
An Exploration of Advertorials Used to Attract Foreign Direct Investment 吸引外商直接投资广告探析
IF 3.4
Journal of Current Issues and Research In Advertising Pub Date : 2020-01-02 DOI: 10.1080/10641734.2018.1557090
Rick T. Wilson, Daniel W. Baack
{"title":"An Exploration of Advertorials Used to Attract Foreign Direct Investment","authors":"Rick T. Wilson, Daniel W. Baack","doi":"10.1080/10641734.2018.1557090","DOIUrl":"https://doi.org/10.1080/10641734.2018.1557090","url":null,"abstract":"Abstract Native advertising has attracted a lot of attention among academics interested in the ad format designed to mimic editorial content and provide consumers with often hard-to-find and detailed information. Yet its earlier predecessor, the advertorial, is used more frequently for information dissemination in the economic development and finance sectors. To better understand how advertorials are used today, we use computer-aided text analysis (CATA) to content analyze 843 advertorial pages used by 57 countries to promote themselves as ideal locations for foreign direct investment. Interview data from communication agency personnel involved in advertorial development provides subsequent insight. Our quantitative analysis finds limited differences in how countries promote themselves, but our interviews suggest that the communication agencies used to create the advertorials may explain the homogeneity in the data.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"41 1","pages":"36 - 53"},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1557090","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48597906","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
The Role of Interdependent Self-Construal in Increasing Donation Behavioral Intention: Underlying Processing Mechanism of Impression Motives 相互依存的自我解释在增加捐赠行为意愿中的作用:印象动机的加工机制
IF 3.4
Journal of Current Issues and Research In Advertising Pub Date : 2020-01-02 DOI: 10.1080/10641734.2019.1627257
Yoon‐Joo Lee, J. Choi, Adrienne F. Muldrow
{"title":"The Role of Interdependent Self-Construal in Increasing Donation Behavioral Intention: Underlying Processing Mechanism of Impression Motives","authors":"Yoon‐Joo Lee, J. Choi, Adrienne F. Muldrow","doi":"10.1080/10641734.2019.1627257","DOIUrl":"https://doi.org/10.1080/10641734.2019.1627257","url":null,"abstract":"Abstract This study examines how individuals may engage with online donation behaviors by comparing two donation conditions: a public context and a private context. The study findings suggest that interdependent self-construal is likely to play a role in promoting donation behavior when individuals consider making a donation on a Facebook page. Furthermore, this study showed that impression outcome expectancy is the underlying mechanism mediating the effect of interdependent self-construal on willingness to donate, moderated by the donation contexts (public context: Facebook vs. private context: e-mail). This outcome suggests that high levels of interdependent self-construal alone do not prompt individuals to give, but that understanding the advertising medium and its interaction with underlying impression-outcome motives does so prompt individuals.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"41 1","pages":"104 - 118"},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1627257","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42398670","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
The Effect of Brand–Health Issue Fit on Fast-Food Health-Marketing Initiatives 品牌健康问题对快餐健康营销活动的影响
IF 3.4
Journal of Current Issues and Research In Advertising Pub Date : 2020-01-02 DOI: 10.1080/10641734.2018.1563572
Hanyoung Kim, Jooyoung Kim
{"title":"The Effect of Brand–Health Issue Fit on Fast-Food Health-Marketing Initiatives","authors":"Hanyoung Kim, Jooyoung Kim","doi":"10.1080/10641734.2018.1563572","DOIUrl":"https://doi.org/10.1080/10641734.2018.1563572","url":null,"abstract":"Abstract Recognizing that fast-food brands are increasingly interested in featuring health and wellness values in their marketing, this study investigated the effect of perceived brand–health issue fit on consumer responses to a fast-food health-marketing initiative. Consistent with previous findings and the schema-congruent framework, the results of the current study indicate that an advertising message with high brand–issue fit, compared to one with low brand–issue fit, elicited more favorable consumer responses. In addition, this study tested two different advertising message strategies (i.e., health issue-focused vs. brand-focused) under high and low brand–health issue fit conditions. In line with the predictions of categorization theory, the health issue-focused advertising message was more effective than the brand-focused advertising message under the low fit condition. The findings have theoretical and managerial implications and can help practitioners develop better marketing and advertising strategies for fast-food health-marketing initiatives.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"41 1","pages":"54 - 70"},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2018.1563572","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41524601","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Exploring Variations of Hyperbole and Puffery in Advertising 广告中夸张和夸张的变化探析
IF 3.4
Journal of Current Issues and Research In Advertising Pub Date : 2020-01-02 DOI: 10.1080/10641734.2019.1580230
L. Stern, Mark Callister
{"title":"Exploring Variations of Hyperbole and Puffery in Advertising","authors":"L. Stern, Mark Callister","doi":"10.1080/10641734.2019.1580230","DOIUrl":"https://doi.org/10.1080/10641734.2019.1580230","url":null,"abstract":"Abstract This research explored whether hyperbole and puffery ads at two levels of intensity produced differential effects in contrast to nonexaggerated ads. An experiment had 597 subjects rate 1 of 20 ads on ad liking, product quality, deception, product-name recall, and buying intention. Hyperbole ads yielded the highest ad liking, perceived general product quality, and buying intention, along with the highest ratings of perceived deception, in contrast to puffery and control ads. Puffery did not distinguish itself from control ads, having little to no functional effect on common advertising outcome measures. Therefore, hyperbole may offer superior advertising outcomes compared to puffery.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"41 1","pages":"71 - 87"},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1580230","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49518003","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 7
Identifying Opportunities to Optimize the Music in TV Commercials: A Systematic Content Analysis 识别优化电视广告音乐的机会：一个系统的内容分析
IF 3.4
Journal of Current Issues and Research In Advertising Pub Date : 2020-01-02 DOI: 10.1080/10641734.2019.1623135
Priska Breves, Ann-Kristin Herget, Holger Schramm
{"title":"Identifying Opportunities to Optimize the Music in TV Commercials: A Systematic Content Analysis","authors":"Priska Breves, Ann-Kristin Herget, Holger Schramm","doi":"10.1080/10641734.2019.1623135","DOIUrl":"https://doi.org/10.1080/10641734.2019.1623135","url":null,"abstract":"Abstract An extensive content analysis of German primetime commercials was conducted with a focus on musical elements that have been found to influence the effectiveness of advertising. We report current data for the use of music in TV commercials and compare the actual practices of advertising practitioners with the recommendations made by researchers. In total, 1,460 commercials were recorded, of which 594 were unique and analyzed in depth. While advertising practitioners’ use of music in TV advertisements was generally in alignment with scientific advice, we identified some elements that could be improved. Specific features were identified that should be analyzed in future studies.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"41 1","pages":"103 - 88"},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1623135","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47066815","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 6
Correction 校正
IF 3.4
Journal of Current Issues and Research In Advertising Pub Date : 2020-01-02 DOI: 10.1080/10641734.2019.1599583
{"title":"Correction","authors":"","doi":"10.1080/10641734.2019.1599583","DOIUrl":"https://doi.org/10.1080/10641734.2019.1599583","url":null,"abstract":"","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"41 1","pages":"119 - 119"},"PeriodicalIF":3.4,"publicationDate":"2020-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1599583","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46260017","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
En-Gendering Power and Empowerment in Advertising: A Content Analysis 广告中的性别权力与赋权:一个内容分析
IF 3.4
Journal of Current Issues and Research In Advertising Pub Date : 2019-11-19 DOI: 10.1080/10641734.2019.1687057
W. Tsai, Aya Shata, Shiyun Tian
{"title":"En-Gendering Power and Empowerment in Advertising: A Content Analysis","authors":"W. Tsai, Aya Shata, Shiyun Tian","doi":"10.1080/10641734.2019.1687057","DOIUrl":"https://doi.org/10.1080/10641734.2019.1687057","url":null,"abstract":"Abstract To understand the growing trend of gender-themed empowerment advertising, such as “femvertising” and “dadvertising,” this content analysis evaluates the scope and configuration of power and empowerment in magazine advertisements targeting women, men, and the general audience. Based on an interdisciplinary framework, different sources and dimensions of empowerment as well as types of social power are analyzed. Results suggest that empowerment advertising is a highly targeted strategy appealing to primarily female consumers. Female empowerment is typically represented through agentic power while male empowerment focuses on physicality. Results also highlight the emphasis on personal empowerment and the individualistic nature of empowerment advertising narratives.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"42 1","pages":"19 - 33"},"PeriodicalIF":3.4,"publicationDate":"2019-11-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/10641734.2019.1687057","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43685230","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 24
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