International Journal of Advertising

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  Año 2014, Vol. 33, Número 2

  • Seleccionado

    Should tax deductibility for advertising be eliminated? The research evidence says no

    Charles R. Taylor

    págs. 197-202

    
  • Seleccionado

    Gender stereotypes as a double-edged sword in political advertising: persuasion effects of campaign theme and advertising style

    Yu-Kang Lee

    • Resumen

    págs. 203-234

    
  • Seleccionado

    Enhancing the effects of social network site marketing campaigns: if you want consumers to like you, ask them about themselves

    Guda Van Noort, Marjolijn L. Antheunis, Peeter W.J. Verlegh

    • Resumen

    págs. 235-252

    
  • Seleccionado

    Consumer advertising as a signal of employer attractiveness

    Sara Rosengren, Niklas Bondesson

    • Resumen

    págs. 253-269

    
  • Seleccionado

    Social media advertising value: the case of transitional economies in Southeast Asia

    William Van-Tien Dao, Angelina Nhat Nanh Le, Julian Ming-Sung Cheng, Der Chao Chen

    • Resumen

    págs. 271-294

    
  • Seleccionado

    Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship

    Rodoula H. Tsiotsou, Kostas Alexandris, T. Bettina Cornwell

    • Resumen

    págs. 295-327

    
  • Seleccionado

    Chinese advertising practitioners' conceptualisation of gender representation

    Yun Shao, Fabrice Desmarais, Kay Weaver

    • Resumen

    págs. 329-350

    
  • Seleccionado

    Are contextual advertisements effective? The moderating role of complexity in banner advertising

    Kwang Yeun Chun, Ji Hee Song, Candice Hollenbeck, Hong-Ho Lee

    • Resumen

    págs. 351-371

    
  • Seleccionado

    Twenty years of IMC: a study of CEO and CMO perspectives in the Asia-Pacific region

    Jerry G. Kliatchko, Don E. Schultz

    • Resumen

    págs. 373-390

    
  • Seleccionado

    Effects of endorser types in political endorsement advertising

    Hsuan-Yi Chou

    • Resumen

    págs. 391-414

    
  • Seleccionado

    Gerard Hastings and Christine Domegan - Social Marketing: From Tunes to Symphonies (2nd edn)

    Mary Brennan

    • Resumen

    págs. 415-416