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Journal of Current Issues & Research in Advertising Volume 32, 2010 - Issue 1
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Original Articles

The Role of Gender and Message Strategy in the Perception of Advocacy Advertising

Yoon-Joo Lee Ph.D. Department of Communication, University of Southern Indiana, USA; University of Tennessee, USA
,
Eric Haley Ph.D. School of Advertising and Public Relations, University of Tennessee, USA; University of Georgia, USA
&
Elizabeth Johnson Avery Ph.D. School of Advertising and Public Relations, University of Tennessee, USA; University of Georgia, USA
Pages 47-55 | Published online: 07 May 2012

Citations (9)

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Read on this site (7)

Jinho Joo, Yoon-Joo Lee & Hye Jin Yoon. (2022) Interdependent self-construal and number of Twitter followers: consumer responses to alcohol industry corporate social responsibility (CSR) campaign on Twitter. International Journal of Advertising 41:6, pages 1095-1120.
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Wen Zhao & Yoon-Joo Lee. (2019) The Moderating Effects of Status-Consumption Motive and Age in the Relationship between CSR Advertising Appeal Type and Purchase Intentions. Journal of Promotion Management 25:4, pages 520-540.
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Yoon-Joo Lee, Eric Haley & Kiseol Yang. (2019) The Role of Organizational Perception, Perceived Consumer Effectiveness and Self-efficacy in Recycling Advocacy Advertising Effectiveness. Environmental Communication 13:2, pages 239-254.
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Weng Marc Lim, Pei-Lee Teh & Pervaiz K. Ahmed. (2018) It is not about what you read, but how you read it: the effects of sequencing rational and emotional messages on corporate and product brand attitudes. Journal of Strategic Marketing 26:4, pages 339-355.
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Yoon-Joo Lee. (2017) Can Asian Models Be Effective to White American Consumers in Values Advocacy Ads? The Implications of Collectivistic Self-Construal as a Self-Motive in the Context of Values Advocacy Ads. Journal of Current Issues & Research in Advertising 38:1, pages 75-91.
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A-Reum Jung & Roxanne Hovland. (2016) Targeting gender: A content analysis of alcohol advertising in magazines. Health Marketing Quarterly 33:3, pages 221-238.
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Donghwan Yoon & Youn-Kyung Kim. (2016) Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising. Journal of Hospitality Marketing & Management 25:2, pages 167-196.
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Articles from other publishers (2)

Amelie Burgess, Dean Charles Hugh Wilkie & Rebecca Dolan. (2022) Brand approaches to diversity: a typology and research agenda. European Journal of Marketing 57:1, pages 60-88.
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Diane M. Phillips & Basil G. Englis. (2022) Green consumption is both feminine and masculine—Just ask the androgynous consumer. Journal of Consumer Behaviour 21:5, pages 1028-1039.
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