Archive for publications, July 2011

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[ecrea] Latest Issue of the Journal of Advertising

Sun Jul 10 23:15:28 GMT 2011

From: Journal of Advertising <(jaeditor /at/>

*Journal of Advertising

*Vol. 40 No. 2 Summer 2011
The Earnings Effects of Marketing Communication Expenditures During
Roger C. Graham, Kristina D. Frankenberger

Inducing Value-Congruent Behavior Through Advertising and the Moderating
Role of Attitudes Toward Advertising
Christine Defever, Mario Pandelaere, Keith Roe

Is Self-Character Similarity Always Beneficial?: The Moderating Role of
Immersion in Product Placement Effects
Namita Bhatnagar, Fang Wan

Missing the Mark: Advertising Avoidance and Distractor Devaluation
Brittany R. L. Duff, Ronald J. Faber

When Intrusive Can Be Likable: Product Placement Effects on Multitasking
Sukki Yoon, Yung Kyun Choi, Sujin Song

The Relat ion Between Actual and Perceived Interactivity: What Makes the Web
Sites of Top Global Brands Truly Interactive?
Hilde A. M. Voorveld, Peter C. Neijens, Edith G. Smit

Self-Endorsing Versus Other-Endorsing in Virtual Environments: The Effect on
Brand Attitude and Purchase Intention
Sun Joo Ahn, Jeremy N. Bailenson

An Empirical Investigation of the Differential Effects of Personal,
Historical, and Non-Nostalgic Advertising on Consumer Responses
Darrel D. Muehling, Vincent J. Pascal

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