A scientometric study of the Journal of Advertising Research: Prominent contributors and research themes from 1996 to 2019

Naveen Donthu, Weng Marc Lim, Satish Kumar, and Debidutta Pattnaik

The Journal of Advertising Research (JAR) is one of the leading journals that provides a forum for scholars and practitioners to share their latest findings on all facets of advertising.
Donthu et al.

Management Slant

  • Although the Journal of Advertising Research (JAR) is primarily an academic journal, it features practitioner contributions prominently.
  • JAR features advertising research intertwined with branding, communication, impact measurement, information technology, marketing, neuroscience, psychology, and strategy.
  • JAR’s prospective authors can target and locate their contributions in the extant discussion of advertising research in the journal using the insights in this article.

Introduction

The Journal of Advertising Research (JAR) is the official journal of the Advertising Research Foundation published by WARC. Since 1960, JARhas been committed to the mission of facilitating effective...

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