J Adv Res
Journal of Advertising Research, 61(2)
POSTING TYPE: TOCs
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]
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]
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]
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]