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Summer 2010


Measuring Soft-Sell versus Hard-Sell Advertising Sell

Shintaro Okazaki, Barbara Taylor and Charles R. Taylor


The Implication of Third-Party Customer Complaining for Advertising Effort

J. Joseph Cronin, Jr. and Gavin Fox


The Moderating Influence of Consumers’ Temporal Orientation on the Framing of Societal Needs and Corporate Responses in Cause-Related Marketing Campaigns

Andrea Heintz Tangari, Judith Anne Garretson Folse, Scot Burton and Kees Jeremy


Meaning Matters: Polysemy in Advertising

Stefano Puntoni, Jonathan E. Schroeder and Mark Ritson


Promising Attributes and Experiences: Attitudinal Responses to Functional versus Experiential Ad Claims and the Moderating Role of Involvement

Bendik Meling Samuelsen and Erling Lars


Consumer Responses to Christian Religious Symbols in Advertising

Valerie A. Taylor, Daine Halstead and Paula J. Haynes


Advertising Creativity in Korea: Scale Development and Validation

Byoung Hee Kim, Sangpil Han and Sukki Yoon


Fortuitous Brand Image Transfer: Investigating the Side Effect of Consumer Sponsorships

François A. Carrillat, Eric G. Harris and Barbara A. Lafferty