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Journal of Advertising Research最新文献

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Who Needs Highly Creative Advertising? 谁需要极具创意的广告?
4区 管理学
Journal of Advertising Research Pub Date : 2023-09-01 DOI: 10.2501/jar-2023-017
Ahmed Hamed Al-Shuaili, Scott Koslow, Mark Kilgour
{"title":"Who Needs Highly Creative Advertising?","authors":"Ahmed Hamed Al-Shuaili, Scott Koslow, Mark Kilgour","doi":"10.2501/jar-2023-017","DOIUrl":"https://doi.org/10.2501/jar-2023-017","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135255632","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Beyond the Targeted Customer: Spillover Effect through Social Influence 超越目标客户:通过社会影响的溢出效应
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-08-21 DOI: 10.2501/jar-2023-016
Zhen-zhen Wang, Zhihua Zhu, Xiaoke Xu, Naipeng Chao
{"title":"Beyond the Targeted Customer: Spillover Effect through Social Influence","authors":"Zhen-zhen Wang, Zhihua Zhu, Xiaoke Xu, Naipeng Chao","doi":"10.2501/jar-2023-016","DOIUrl":"https://doi.org/10.2501/jar-2023-016","url":null,"abstract":"Following an innovative large-scale field experiment, this study measures the extent of the spillover effect through social influence in a social advertising campaign. Results show that, even when the campaign does not have a significant direct effect on targeted customers, it still creates a significant spillover effect on targets’ peers because of social influence. The spillover effect is achieved through weak ties (acquaintances) rather than strong ones (close relationships). For social advertising, it may be more effective to target those with broad weak connections rather than those with strong ties.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43238275","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Do Consumers Prefer Sad Faces On Eco-Friendly Products? 消费者更喜欢悲伤的面孔吗?
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-07-24 DOI: 10.2501/jar-2023-015
Ke Zhang, Siqi Wang, Huan Yang, Long Chen
{"title":"Do Consumers Prefer Sad Faces On Eco-Friendly Products?","authors":"Ke Zhang, Siqi Wang, Huan Yang, Long Chen","doi":"10.2501/jar-2023-015","DOIUrl":"https://doi.org/10.2501/jar-2023-015","url":null,"abstract":"This study investigates the effects of advertising appeals on consumers’ intentions to purchase environmentally friendly products and services. Specifically, the authors focus on the moderating roles of product facial expressions. Three between-subjects experiments were conducted to reveal the underlying mechanism. Results indicate that, for functional (versus emotional) appeals, positive (versus negative) facial expressions combined with utilitarian (versus hedonic) products are more likely to elicit higher green purchase intention. In these interactions, processing fluency and greenwashing perception play mediating roles.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45858462","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Effect of Subject and Method on Celebrity Charitable Donation Campaigns: Comparison of Altruistic Attribution, Authenticity Awareness, and Intention to Participate in the Campaign Before and After COVID-19 主题和方式对名人慈善捐赠活动的影响:COVID-19前后利他归因、真实性意识和参与意愿的比较
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.16914/ar.2023.137.101
Ying Chen, Sungwook Hwang, M. Kang, Chang shik Choi
{"title":"The Effect of Subject and Method on Celebrity Charitable Donation Campaigns: Comparison of Altruistic Attribution, Authenticity Awareness, and Intention to Participate in the Campaign Before and After COVID-19","authors":"Ying Chen, Sungwook Hwang, M. Kang, Chang shik Choi","doi":"10.16914/ar.2023.137.101","DOIUrl":"https://doi.org/10.16914/ar.2023.137.101","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86107781","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Role of Brand Engagement: Focusing on Adolescents’ Virtual Character Experience 品牌参与的作用:基于青少年虚拟角色体验的研究
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.16914/ar.2023.137.75
J. Ko, Byeng-Hee Chang
{"title":"The Role of Brand Engagement: Focusing on Adolescents’ Virtual Character Experience","authors":"J. Ko, Byeng-Hee Chang","doi":"10.16914/ar.2023.137.75","DOIUrl":"https://doi.org/10.16914/ar.2023.137.75","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89530330","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Effects of Temporal and Hypothetical Distance in Corporate ESG Messages: Interactions among Temporal Distance, Hypothetical Distance, and ESG Factors 时间距离和假设距离对企业ESG信息的影响:时间距离、假设距离和ESG因素的相互作用
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.16914/ar.2023.137.227
Minhwa Jung, Se-Hoon Jeong
{"title":"Effects of Temporal and Hypothetical Distance in Corporate ESG Messages: Interactions among Temporal Distance, Hypothetical Distance, and ESG Factors","authors":"Minhwa Jung, Se-Hoon Jeong","doi":"10.16914/ar.2023.137.227","DOIUrl":"https://doi.org/10.16914/ar.2023.137.227","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87491496","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Is Your Brand Protected? 你的品牌受到保护了吗?
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.2501/jar-2023-013
Rossiter Johnson, Clay M. Voorhees, F. Khodakarami
{"title":"Is Your Brand Protected?","authors":"Rossiter Johnson, Clay M. Voorhees, F. Khodakarami","doi":"10.2501/jar-2023-013","DOIUrl":"https://doi.org/10.2501/jar-2023-013","url":null,"abstract":"Brand safety refers to the strategies that brands undertake to avoid their advertisements being associated with negative content on the Internet. The current article provides a first look at this practice, through a managerial survey, and then validates advertisers’ concerns through an online experiment. In doing so, the authors provide a formal definition of brand safety and detail the prevalence of brand safety concerns among advertising managers. This study presents evidence that brands are at risk when their advertisements are displayed next to negative content and that consumers’ perceptions of brand equity, attitudinal loyalty, and willingness to pay for a brand decrease.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44889029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Chinese Consumers" Intentions to Use Unmanned Food Delivery Services: Focusing on the Innovation Resistance Theory 中国消费者使用无人送餐服务的意向:基于创新阻力理论
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.16914/ar.2023.137.5
Zimo Guo, Eunkyoung Han
{"title":"Chinese Consumers\" Intentions to Use Unmanned Food Delivery Services: Focusing on the Innovation Resistance Theory","authors":"Zimo Guo, Eunkyoung Han","doi":"10.16914/ar.2023.137.5","DOIUrl":"https://doi.org/10.16914/ar.2023.137.5","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80028475","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
When and Why Are Consumers Willing To Help For-Profit Companies in Distress? 消费者何时以及为什么愿意帮助陷入困境的营利性公司?
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.2501/jar-2023-014
L. Barros, Farah Diba M.A. Abrantes-Braga, Cristiane Benedetti Chammas, Murilo Carrazedo Marques da Costa Filho
{"title":"When and Why Are Consumers Willing To Help For-Profit Companies in Distress?","authors":"L. Barros, Farah Diba M.A. Abrantes-Braga, Cristiane Benedetti Chammas, Murilo Carrazedo Marques da Costa Filho","doi":"10.2501/jar-2023-014","DOIUrl":"https://doi.org/10.2501/jar-2023-014","url":null,"abstract":"Companies facing financial difficulties have resorted to a novel type of appeal in their communications. Instead of promoting the benefits of their brands, they promote messages displaying the vulnerable condition they are in and ask for help. The current study examines the effectiveness of this appeal, which became more prevalent during the COVID-19 pandemic. The authors show that when companies are experiencing the threat of going out of business, the vulnerability appeal proves to be effective because of the elicitation of personal norms. For the approach to be effective, two conditions are necessary: The company’s vulnerability should come from an uncontrollable external force, and consumers should have at least some identification with the company.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46286753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
A Study on the Impact of Message Appeal Types in Local Governments’ "Hometown Love Donation" Video Contents on Donation Intention: Focusing on the Mediating Effects of Viewing Satisfaction and Regional Image 地方政府“乡情捐赠”视频内容信息诉求类型对捐赠意愿的影响研究——基于观看满意度和区域形象的中介效应
IF 2.5 4区 管理学
Journal of Advertising Research Pub Date : 2023-06-30 DOI: 10.16914/ar.2023.137.134
Hyun-Ju Lee, kyung lin Gwak, Jaehyun Lee, Hyeji Yi, Yungwook Kim
{"title":"A Study on the Impact of Message Appeal Types in Local Governments’ \"Hometown Love Donation\" Video Contents on Donation Intention: Focusing on the Mediating Effects of Viewing Satisfaction and Regional Image","authors":"Hyun-Ju Lee, kyung lin Gwak, Jaehyun Lee, Hyeji Yi, Yungwook Kim","doi":"10.16914/ar.2023.137.134","DOIUrl":"https://doi.org/10.16914/ar.2023.137.134","url":null,"abstract":"","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":null,"pages":null},"PeriodicalIF":2.5,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73550684","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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