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Current Issue


Issue: Volume 33, Number 1, 2014

Corporate social responsibility and advertising: does it extend to taking stances on social issues?
Charles R. Taylor, International Journal of Advertising, Vol. 33, No. 1, 2014, pp. 11-15
In this editorial for IJA, volume 33 issue 1, Charles R. Taylor examines the issue of corporate social responsibility in the light of gay and lesbian rights debates around the 2014 Winter Olympics hel...

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The effects of ad-context congruency on responses to advertising in blogs: exploring the role of issue involvement
Sigal Segev, Weirui Wang and Juliana Fernandes, International Journal of Advertising, Vol. 33, No. 1, 2014, pp. 17-36
This study examines the effect of ad–context congruency and the moderating role of issue involvement on consumers’ responses to banner ads on blogs. Results indicate that a banner ad that is thematica...

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The effect of product placement on persuasion for mobile phone games
Hui-Fei Lin, International Journal of Advertising, Vol. 33, No. 1, 2014, pp. 37-60
The purpose of this investigation was to explore the persuasive effect of product placement on mobile phone games. An experiment was conducted with a 2 (type of game: high level of attention vs low le...

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Programme-ad congruence: integrating advertising and entertainment
Susan D. Myers, Marla B. Royne and George Deitz, International Journal of Advertising, Vol. 33, No. 1, 2014, pp. 61-90
This investigation builds on previous research streams to introduce a new concept – programme–ad congruence – into advertising research. Programme–ad congruence is defined as the integration of the en...

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An assessment of direct-to-consumer (DTC) pharmaceutical advertising spending
Yunjae Cheong and Kihan Kim, International Journal of Advertising, Vol. 33, No. 1, 2014, pp. 91-112
This study applies data envelopment analysis to evaluate the financial efficiency of a sample of 63 top US pharmaceutical advertisers, based on their sales and media advertising expenditures in 11 key...

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Applying the future time perspective scale to advertising research
Volker G. Kuppelwieser and Marko Sarstedt, International Journal of Advertising, Vol. 33, No. 1, 2014, pp. 113-136
As a central element of the socioemotional selectivity theory, individuals’ future time perspective (FTP) has recently attracted considerable attention in marketing. Lang and Carstensen (2002) provide...

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Consumer-perceived signals of 'creative' versus 'efficient' advertising: investigating the roles of expense and effort
Erik Modig, Micael Dahlén and Jonas Colliander, International Journal of Advertising, Vol. 33, No. 1, 2014, pp. 137-154
The paper investigates the effects that consumer-perceived sender expense and effort might have on brand perceptions. More specifically, it extends the marketing signal literature to advertising by in...

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Why do Caucasian advertising models appeal to consumers in Taiwan? A cue-triggered value-expressive framework
Chingching Chang, International Journal of Advertising, Vol. 33, No. 1, 2014, pp. 155-177
To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western...

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Henry Jenkins, Sam Ford and Joshua Green - Spreadable Media: Creating Value and Meaning in a Networked Culture
Ian Grant, International Journal of Advertising, Vol. 33, No. 1, 2014, pp. 179-181
This book review looks at "Spreadable Media", which concerns itself with the 'multiple ways in which (digital) content circulates', from the grass roots to commercialised/organisational use, from the...

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Viktor Mayer-Schönberger and Kenneth Cukier - Big Data: A Revolution That Will Transform How We Live, Work, and Think
Saint John Walker, International Journal of Advertising, Vol. 33, No. 1, 2014, pp. 181-183
This book review describes Mayer-Schonberger's and Cukier's guide to big data as being one of the most accessible of the recent publications on the subject. It focuses on the culture changes that big...

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