This edition has attracted wide range of papers on several aspects of marketing communications including:
| • | Celebrity endorsement – relative to brand attitude and purchase intention. | ||||
| • | Corporate brand slogans – rhetorical figures. | ||||
| • | Deceptive advertising – third person perception. | ||||
| • | Word-of-mouth – service quality dimensionality. | ||||
| • | Cause-related marketing 2.0 – the challenge of new market structures. | ||||
| • | Facebook ‘Likes’ – consumer brand outcomes. | ||||
Three papers stem from the USA and one from India, Macau, and Denmark, respectively. The papers not only add to the academic literature, but offer meaningful insights from a managerial and practitioner perspective.
Over the two decades since the first issue of the Journal in 1995, the field and ambit of marketing communications have expanded exponentially. Over time, the personalities in the field have changed. The field of endeavor in the mid 1990s was pre-eminently concerning with Advertising, and mainly via traditional modes of delivery. Two decades later, in the business-to-consumer domain, advertising is still most important – whether offline or online, but a significant half of all communications concerns what used to be termed ‘below-the-line communications’.
As markets expand and diversity, as technology continues to accelerate, as consumers play an ever more influential role in what they see, read, access, absorb, or participate in, so marketing communications will continue to adjust under prevailing circumstance.
In addition to the current themes, the Journal would welcome papers on the following topics:
| • | A greater involvement between academics and practitioners. | ||||
| • | A greater emphasis on managerial application of research findings. | ||||
| • | Consideration of marketing communications role as the leading force in the business of persuasion, agreement, and reciprocity. | ||||
| • | Marketing communications contribution to the discipline of marketing. | ||||
| • | Blue sky thinking – what shapes, forms, and structures will influence marketing communications in the future? | ||||
| • | What is the likelihood of greater consumer involvement in the marketing communications process … will consumers become the primary driving force? | ||||
The marketing communications space continues to be open to change and innovation …
The Business School, University of Salford, UK
ESC Rennes School of Business, France
[email protected]