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    Academic Journals

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• When Consumers Tune Out Advertising Messages: Development and Validation of a Scale To Measure Advertising Disengagement.

  Authors:Sanjeev Tripathi, Varsha Jain, Jatin Pandey, Altaf Merchant, and Anupama AmbikaFrom:Journal of Advertising Research (Vol. 62, Issue 1) Peer-Reviewed

  Mar. 202247 words Report

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• Consumer Recall and Recognition Of Co-Appearing Brands in TV Media: The Moderating Roles of Product Congruity And Brand Familiarity.

  Author:Fanny Fong Yee ChanFrom:Journal of Advertising Research (Vol. 62, Issue 1) Peer-Reviewed

  Mar. 202249 words Report

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• The Role of Faraway Fans In Sporting Event Sponsorship: Why Sponsor Patronage Is Stronger Among Fans Who Travel Far to Events.

  Authors:Angeline Close Scheinbaum, Anjala S. Krishen, and Russell LaceyFrom:Journal of Advertising Research (Vol. 62, Issue 1) Peer-Reviewed

  Mar. 202256 words Report

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• How Male Consumers Respond to "Enlightened Manvertising" Campaigns: Gender Schema, Hostile Sexism, And Political Orientation Feed Attitudes.

  Authors:Miglena Sternadori and Alan AbitbolFrom:Journal of Advertising Research (Vol. 62, Issue 1) Peer-Reviewed

  Mar. 202256 words Report

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• How to Shape Consumer Reaction to Corporate Environmental Communications: Accentuating the Negative to Build Trust Can Elicit Favorable Intentions and Behaviors.

  Authors:Giovanni Pino, Giampaolo Viglia, Rajan Nataraajan, Alessandro M. Peluso, and Marco PichierriFrom:Journal of Advertising Research (Vol. 62, Issue 1) Peer-Reviewed

  Mar. 202250 words Report

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• What Drives Consumers To Engage with Influencers? Segmenting Consumer Response to Influencers: Insights for Managing Social-Media Relationships.

  Authors:Justine Rapp Farrell, Colin Campbell, and Sean SandsFrom:Journal of Advertising Research (Vol. 62, Issue 1) Peer-Reviewed

  Mar. 202246 words Report

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