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Current Issue


Issue: Volume 33, Number 2, 2014

Should tax deductibility for advertising be eliminated? The research evidence says no
Charles R. Taylor, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 197-202
In this editorial, Charles R. Taylor discusses the impact of reducing or eliminating the tax deductability of advertising in the US. The argument centers around whether advertising meets the five qual...

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Gender stereotypes as a double-edged sword in political advertising: persuasion effects of campaign theme and advertising style
Yu-Kang Lee, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 203-234
Today, more women are seeking public office in elections at all levels. Studies have thus drawn attention to the use of political advertising by female candidates. In the current research, we explore...

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Enhancing the effects of social network site marketing campaigns: if you want consumers to like you, ask them about themselves
Guda Van Noort, Marjolijn L. Antheunis and Peeter W.J. Verlegh, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 235-252
This study assesses the consequences of consumers’ self-disclosing of identification information in interactive advertising campaigns on social network sites (SNSs), for brand, product and campaign re...

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Consumer advertising as a signal of employer attractiveness
Sara Rosengren and Niklas Bondesson, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 253-269
This paper deals with the extended audience of advertising. More specifically, it examines how consumer advertising influences the attractiveness of a corporate brand as a potential employer. The resu...

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Social media advertising value: the case of transitional economies in Southeast Asia
William Van-Tien Dao, Angelina Nhat Hanh Le, Julian Ming-Sung Cheng and Der Chao Chen, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 271-294
This research investigates the antecedents of social media advertising value, and the effect of this advertising value on online purchase intention in transitional economies in Southeast Asia. Moreove...

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Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship
Rodoula H. Tsiotsou, Kostas Alexandris and T. Bettina Cornwell, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 295-327
This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship. We developed a conceptual model that synthesises three th...

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Chinese advertising practitioners' conceptualisation of gender representation
Yun Shao, Fabrice Desmarais and C. Kay Weaver, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 329-350
This paper identifies how Chinese advertising practitioners’ cultural perceptions of gender influence their creation of advertising representations. The research is based on interviews with creative d...

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Are contextual advertisements effective? The moderating role of complexity in banner advertising
Kwang Yeun Chun, Ji Hee Song, Candice R. Hollenbeck and Jong-Ho Lee, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 351-371
The internet environment has changed the format of internet advertising. One emerging form of online marketing communication is ‘contextual advertising’, in which marketers strive to develop customise...

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Twenty years of IMC: a study of CEO and CMO perspectives in the Asia-Pacific region
Jerry G. Kliatchko and Don E. Schultz, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 373-390
This article examines the understanding and practice of integrated marketing communications (IMC) in organisations since its inception 20 years ago. It analyses a survey conducted among chief executiv...

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Effects of endorser types in political endorsement advertising
Hsuan-Yi Chou, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 391-414
Independent voters are a valuable vote source, often determining electoral outcomes worldwide. Political endorsements from both celebrities and non-celebrities are also a common, vital election strate...

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Gerard Hastings and Christine Domegan - Social Marketing: From Tunes to Symphonies (2nd edn)
Mary Brennan, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 415-416
This book review of 'Social Marketing: From Tunes to Symphonies' describes it as an authoritative yet critical text on the principles and practice of social marketing. The book challenges the reader t...

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