Journal of Marketing Communications, Volume 14, Issue 1 (2008)

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Journal of Marketing Communications, Volume 14, Issue 1 (2008)

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Original Articles

Article
Advertising and Audience Offense: The Role of Intentional Humor
Fred K. Beard
Pages: 1-17
Published online: 14 Dec 2007
AbstractforAdvertising and Audience Offense: The Role of Intentional Humor | Full Text | References | PDF (223.1 KB)
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Article
Promoting Consumer's Participation in Virtual Brand Communities: A New Paradigm in Branding Strategy
Luis V. Casaló, Carlos Flavián & Miguel Guinalíu
Pages: 19-36
Published online: 14 Dec 2007
AbstractforPromoting Consumer's Participation in Virtual Brand Communities: A New Paradigm in Branding Strategy | Full Text | References | PDF (264.9 KB)
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Article
Gender and Web Design: The Implications of the Mirroring Principle for the Services Branding Model
G. A. Moss, R. W. Gunn & K. Kubacki
Pages: 37-57
Published online: 14 Dec 2007
AbstractforGender and Web Design: The Implications of the Mirroring Principle for the Services Branding Model | Full Text | References | PDF (298.6 KB)
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Article
Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual Argumentation or Metaphorical Rhetoric?
Se‐Hoon Jeong
Pages: 59-73
Published online: 14 Dec 2007
AbstractforVisual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual Argumentation or Metaphorical Rhetoric? | Full Text | References | PDF (223.5 KB)
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