Category: Advertising

As the number of submissions to the Journal of Advertising Research JAR continues to increase the time has come for us to step up our peer-review process with the addition of a group of Associate Editors AEs who will be given oversight of manuscripts that match their areas of expertise

The key to measuring the long-term effects of advertising is to identify a measure of loyalty that discriminates among consumers based on their future dollars purchases so that they can be segmented Then it is possible to measure how advertising changes the size of those segments The current study identified the key discriminating factor as Trial and Depth of Repeat

ABSTRACT Advertising influences brand purchase through short-term effects determined by direct increases in penetration basket size and buy rate Advertising also influences brand purchase through long-term effects determined by indirect increases of future purchases through trial and increases in loyalty and brand equity The current study measured the long-term effect of television advertising by tracking households ‘ purchases that were

ABSTRACT Although academics and practitioners have embraced customer engagement as a major objective of marketing the conceptualization and measurement of engagement is challenging Prior research largely has relied on conventional one-size-fits-all measures with a fixed set of scale items The current more flexible approach measures engagement based on context-specific experiences that can vary across brands and products Three studies examining