Journal of Marketing Communications, Volume 19, Issue 2 (2013)

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Journal of Marketing Communications, Volume 19, Issue 2 (2013)

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Articles

Article
A tool for evaluating advertising concepts: Desirable characteristics as viewed by creative practitioners
Mark W. Stuhlfaut & Chan Yun Yoo
Pages: 81-97
Published online: 17 Feb 2011
AbstractforA tool for evaluating advertising concepts: Desirable characteristics as viewed by creative practitioners | Full Text | References | PDF (110.4 KB)
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Article
The relative influence of advertising-evoked personal and historical nostalgic thoughts on consumers' brand attitudes
Darrel D. Muehling
Pages: 98-113
Published online: 04 Apr 2011
AbstractforThe relative influence of advertising-evoked personal and historical nostalgic thoughts on consumers' brand attitudes | Full Text | References | PDF (244.1 KB)
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Article
Investigating the role of enduring and situational involvement with the program context on advertising effectiveness
Rodoula H. Tsiotsou
Pages: 114-135
Published online: 22 Jan 2011
AbstractforInvestigating the role of enduring and situational involvement with the program context on advertising effectiveness | Full Text | References | PDF (131.9 KB)
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Article
How (not) to market socially responsible products: A critical research evaluation
Ingrid Davis
Pages: 136-150
Published online: 16 Jul 2012
AbstractforHow (not) to market socially responsible products: A critical research evaluation | Full Text | References | PDF (102.7 KB)
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