Journal of Marketing Communications, Volume 17, Issue 4 (2011)

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Journal of Marketing Communications, Volume 17, Issue 4 (2011)

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Articles

Article
Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge
Lien-Ti Bei, Chia-Hsien Chu & Yung-Cheng Shen
Pages: 229-244
Published online: 26 Jul 2010
AbstractforPositioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge | Full Text | References | PDF (103.5 KB)
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Article
An examination of gender role portrayals in television commercials in Romania: A gender of nations approach
Michael Stoica, Darryl W. Miller & Dan Ardelea
Pages: 245-261
Published online: 20 Apr 2010
AbstractforAn examination of gender role portrayals in television commercials in Romania: A gender of nations approach | Full Text | References | PDF (108.1 KB)
  • 640 Views
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Article
Bridging the gap between time and space: Examining the impact of commercial length and frequency on advertising effectiveness
Yongick Jeong, Meghan Sanders & Xinshu Zhao
Pages: 263-279
Published online: 24 Jun 2010
AbstractforBridging the gap between time and space: Examining the impact of commercial length and frequency on advertising effectiveness | Full Text | References | PDF (101.3 KB)
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Article
What does a negative political ad really say? The effects of different content dimensions
Hsuan-Yi Chou & Nai-Hwa Lien
Pages: 281-295
Published online: 24 Jun 2010
AbstractforWhat does a negative political ad really say? The effects of different content dimensions | Full Text | References | PDF (117.1 KB)
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