POSTING TYPE: TOCs

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Editor’s Desk: How Cutting-Edge Research on Advertising And Branding Builds Customer Engagement
—John B. Ford [Publisher] [Google Scholar]

Exploring the Value Of Shoppable Live Advertising: Liveness and Shoppability in Advertising Media And Future Research Avenues
—Kirk Plangger, Zixuan “Mia” Cheng, Jianyu Hao, Yiru Wang, Colin Campbell, and Sara Rosengren [Publisher] [Google Scholar]

Understanding AI Advertising From the Consumer Perspective: What Factors Determine Consumer Appreciation of AI-Created Advertisements?
—Linwan Wu and Taylor Jing Wen [Publisher] [Google Scholar]

Can Advertisers Overcome Consumer Qualms with Virtual Reality? Increasing Operational Transparency Through Self-Guided 360-Degree Tours
—Nathalie Spielmann and Ulrich R. Orth [Publisher] [Google Scholar]

Why Cheap, Low-Quality Giveaways Are Bad for Brands: Quality of Freebies Drives Consumer Attitudes, But Personalization Can Help
—Samuel Stäbler [Publisher] [Google Scholar]

Superimposed Text Size and Contrast Effects in DTC TV Advertising: Which Presentation Format Is Best For Rx Drug Messaging to Consumers?
—Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams [Publisher] [Google Scholar]

Are Brands Wasting Money On Sport Sponsorships? A New Look at Brand Personality, Brand Equity, and Official Sponsorship Effects
—Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers [Publisher] [Google Scholar]

Consumers’ Response to Format Characteristics in Native Advertising: The Interaction between Format Similarity And Format Novelty
—Yoori Hwang and Se-Hoon Jeong [Publisher] [Google Scholar]

How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments: Is Being Cute Helpful or Harmful to Brands?
—Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and Shih-Ting Kao [Publisher] [Google Scholar]