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Journal of advertising research
Journal of business research : JBR
36
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8
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8
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Journal of advertising : official publication of the American Academy of Advertising
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When do advertising parodies hurt? : the power of humor and credibility in viral spoof advertisements
Sabri, Ouidade
;
Michel, Géraldine
- In:
Journal of advertising research
54
(
2014
)
2
,
pp. 233-247
Persistent link: https://www.econbiz.de/10010383777
Saved in:
2
OBSERVATIONS - The Impact of Content and Design Elements on Banner Advertising Click-through Rates
Lohtia, Ritu
;
Donthu, Naveen
;
Hershberger, Edmund K.
- In:
Journal of advertising research
43
(
2003
)
4
,
pp. 410-418
Persistent link: https://www.econbiz.de/10006505224
Saved in:
3
Observations - The Single Consumer - Are single consumers different from married consumers in terms of their attitudes and behavior? Are consumers who are single by choice different from consumers who are single by circumstance? What are the marketing and advertising implications?
Donthu, Naveen
;
Gilliland, David I.
- In:
Journal of advertising research
42
(
2002
)
6
,
pp. 77-84
Persistent link: https://www.econbiz.de/10006507769
Saved in:
4
Benchmarking Advertising Efficiency - Do you think half of your life is wasted? Do you konw which half?
Luo, Xueming
;
Donthu, Naveen
- In:
Journal of advertising research
41
(
2001
)
6
,
pp. 7-18
Persistent link: https://www.econbiz.de/10006510583
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5
Sales Response to Outdoor Advertising - Two field experiments were conducted to test the sales response to outdoor advertising. Results showed that sales response to outdoor advertising is immediate, but mediated by location of exposure and other elements of the marketing plan
Bhargava, Mukesh
;
Donthu, Naveen
- In:
Journal of advertising research
39
(
1999
)
4
,
pp. 7-18
Persistent link: https://www.econbiz.de/10006518405
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6
OBSERVATIONS - The Internet Shopper - Based on a telephone survey, the authors found that Internet shoppers are older and make more money than Internet nonshoppers. Internet shoppers are more convenience seekers, innovative, impulsive, variety seekers, and less risk-averse than Internet nonshoppers are. Internet shoppers are also less brand and price conscious than Internet nonshoppers are. ...
Donthu, Naveen
;
Garcia, Adriana
- In:
Journal of advertising research
39
(
1999
)
3
,
pp. 52-58
Persistent link: https://www.econbiz.de/10006518844
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7
OBSERVATIONS: The Infomercial Shopper
Donthu, Naveen
;
Gilliland, David
- In:
Journal of advertising research
36
(
1996
)
2
,
pp. 69
Persistent link: https://www.econbiz.de/10006528651
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8
Improving the Effectiveness of Outdoor Advertising: Lessons from a Study of 282 Campaigns
Bhargava, Mukesh
;
Donthu, Naveen
;
Caron, Rosanne
- In:
Journal of advertising research
34
(
1994
)
2
,
pp. 46-55
Persistent link: https://www.econbiz.de/10006536620
Saved in:
9
Factors Influencing Recall of Outdoor Advertising
Donthu, Naveen
;
Cherian, Joseph
;
Bhargava, Mukesh
- In:
Journal of advertising research
33
(
1993
)
3
,
pp. 64-72
Persistent link: https://www.econbiz.de/10006540289
Saved in:
10
A scientometric study of the journal of advertising research : prominent contributors and research themes from 1996 to 2019
Donthu, Naveen
;
Lim, Weng Marc
;
Kumar, Satish
; …
- In:
Journal of advertising research
62
(
2022
)
2
,
pp. 105-117
Persistent link: https://www.econbiz.de/10013325472
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