Arpita Agnihotri and Saurabh Bhattacharya, Journal of Advertising Research, Digital First, October 2018
Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.
Stacy Wood, Stefanie Robinson, and Morgan Poor, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 165-176
Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.
Joe Phua, Journal of Advertising Research, Digital First, May 2018
This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.
Yoori Hwang and Se-Hoon Jeong, Journal of Advertising Research, Digital First, May 2018
This study examines how brand placement in editorial content (i.e., whether a sponsoring brand is mentioned in editorial content) affects consumers’ responses to native advertising and whether the effect is moderated by either high or low quality of editorial content.
Eun Sook Kwon, Karen Whitehill King, Greg Nyilasy, and Leonard N. Reid, Journal of Advertising Research, Digital First, April 2018
Media professionals and scholars have examined the influence of media context on advertising effectiveness for more than 50 years, but clarity regarding media-context effects remains lacking, amid an abundance of mixed results.
Cristel Antonia Russell, Dale Russell, Andrea Morales and Jean-Marc Lehu, Journal of Advertising Research, Vol. 57, No. 1, 2017, pp. 38-52
These three studies found support for a process termed hedonic contamination, whereby exposure to advertisements before a movie or television show activates persuasion knowledge, directs attention to the product placements, and reduces consumption enjoyment.
Marie Maurer, Institute of Practitioners in Advertising, Silver, Best Dedication to Effectiveness - Unilever (The Simon Broadbent Prize), Best Commercial Effectiveness for Good (President's Prize), IPA Effectiveness Awards, 2016
This case study shows how Dove, a personal care brand, successfully translated a brand purpose campaign in the US into a sales increase.
Edoardo Lozza, Andrea Bonanomi, Cinzia Castiglioni and Claudio A. Bosio, International Journal of Market Research, Vol. 58, No. 5, 2016, pp. 671-692
The present study seeks to analyse the predictive capacity of the Index of Consumer Sentiment (ICS) (a leading index in international market research) in Italy, before and after the global financial crisis.
Jisu Huh, Denise E. DeLorme and Leonard N. Reid, Journal of Advertising Research, Vol. 55, No. 4, 2015, pp. 401-415
Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S.
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 high commitment) on attitude towards ad and attitude towards brand.
Rachel Kennedy, John Scriven and Magda Nenycz-Thiel, International Journal of Market Research, Vol. 56, No. 5, 2014, pp. 591-607
Big data is here for some and coming for many. It promises access to new knowledge along with some challenges, but let’s not forget the important lessons of the past to ensure that we are advancing knowledge and making the right decisions from the data we have.
Jisu Huh, Denise E. Delorme, Leonard N. Reid and Junga Kim, Journal of Advertising Research, Vol. 54, No. 3, 2014, pp. 332-345
The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans.
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