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Current Issue


Issue: Volume 33, Number 4, 2014

Editorial: Conducting state-of-the-art crosscultural research
Charles R. Taylor, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 627-631
In his editorial, Charles R Taylor outlines some 'best practices' for researchers considering submitting a cross-national paper. He suggests the biggest obstacles to be overcome and provides recommend...

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Dreaming out loud on Pinterest: New forms of indirect persuasion
Barbara J. Phillips, Jessica Miller and Edward F. McQuarrie, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 633-655
Pinterest represents a new kind of social media that satisfies distinct purposes for female consumers, even as it opens up new opportunities for advertisers. We approach Pinterest as a web-enabled for...

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Brand followers: Consumer motivation and attitude towards brand communications on Twitter
Eun Sook Kwon, Eunice Kim, Yongjun Sung and Chan Yun Yoo, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 657-680
Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites. By surveying 400 brand followers on Twitter,...

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Congruency of humour and cultural values in print ads: Cross-cultural differences among the US, France and China
Michel Laroche, Marcelo Vinhal Nepomuceno and Marie-Odile Richard, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 681-705
International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries. In order to provide them with better guidelines, we conduct a content analysis of hu...

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Advertising strategies for charities: Promoting consumers' donation of time versus money
Namin Kim, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 707-724
Charity advertising seeks to motivate donors to give either time or money, two resources that donors view as quite different from each other. Thus, the expectation is that donations of time and money...

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Do humour and threat work well together? The moderating effect of need for cognition in humorous threat persuasion advertisements
Hye Jin Yoon and James Mark Mayer, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 725-740
Using humour to communicate threatening information in advertising has often been observed in practice, but seldom been tested in research. Integrating the humour and threat persuasion literature, the...

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Environmental threat appeals in green advertising: The role of fear arousal and coping efficacy
Patrick Hartmann, Vanessa Apaolaza, Clare D'Souza, Jose M. Barrutia and Carmen Echebarria, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 741-765
This study addresses the behavioural effects of cognitive threat appraisal, emotional fear response and perceived coping efficacy in threat appeal based green advertising. While most existing theories...

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Attributes of background music and consumers' responses to TV commercials: The moderating effect of consumer involvement
Hyun Hee Park, Jai Kwan Park and Jung Ok Jeon, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 767-784
This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers' a...

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Impact of flow on recognition of and attitudes towards in-game brand placements: Brand congruence and placement prominence as moderators
Iris Vermeir, Snezhanka Kazakova, Tina Tessitore, Verolien Cauberghe and Hendrik Slabbinck, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 785-810
This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements. In tw...

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Does gay-themed advertising haunt your brand? The impact of gay-themed advertising
Nam-Hyun Um, International Journal of Advertising, Vol. 33, No. 4, 2014, pp. 811-832
This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs...

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