TOC: J Mar Comm


Journal of Marketing Communications, 25(6)

Brand familiarity as a moderating factor in the ad and brand attitude relationship and advertising appeals
Eun Soo Rhee & Wan Seop Jung [Publisher] [Google Scholar]

Understanding how the message appeal of moral beauty influences advertising effectiveness under mortality salience
Linwan Wu [Publisher] [Google Scholar]

Enhancing digital entertainment through personalization: The evolving role of product placements
Valerie Trifts & Hamed Aghakhani [Publisher] [Google Scholar]

Utilitarian, hedonic, collecting, epistemic, and high values as determinants of the attractiveness of premium promotions
Weichen Teng [Publisher] [Google Scholar]

Can Pokémon GO catch brands? The fit effect of game characters and brands on efficacy of brand communications
Dong Hoo Kim, Seoyeon Kim & Doori Song [Publisher] [Google Scholar]

Role of electronic word-of-mouth content and valence in influencing online purchase behavior
Gobinda Roy, Biplab Datta & Srabanti Mukherjee [Publisher] [Google Scholar]