Inside the Journal of Advertising Research: Influencer Engagement, Ad Disengagement, Co-Branding Recall and Sponsorship ROI

At this Insights Studio, a global line-up of speakers from the U.S., Hong Kong and India presented their research on what drives influencer followers, consumers’ memory and recognition of brands, the value of sports sponsorships for brands, and disengagement in advertising.

These Journal of Advertising Research authors synthesized their recently published work and offered hands-on, practical guidance and methodologies that advance scholarship.

Topics discussed:

  • Influencer Engagement: Six different consumer segments reveal tendencies that drive people to follow influencers, providing insights into managing social-media relationships.
  • Tuning Out: What is disengagement? Why do people tune out advertising? Plus: a scale to measure that disengagement.
  • Co-Branding Recall: How consumers’ short- and long-term memory and recognition of co-branding in TV programs is affected differently by familiarity and product category.
  • Sports Sponsorships: Are brands overspending? The BrandAsset Valuator database is utilized to inform four dimensions of brand equity. A key finding: Brand personality matters.
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Featured Speakers

Chan
Fanny Fong Yee ChanAssociate Professor of Marketing at School of Business, The Hang Seng University of Hong Kong
Jain
Varsha JainProfessor in Integrated Marketing Communications and Co-Chairperson of the Doctoral Program and Research at MICA in Gujarat, India
Farrell
Justine Rapp FarrellAssociate Professor of Marketing and Chair of the Marketing Department at the University of San Diego Knauss School of Business
Keller
Kevin Lane KellerSenior Associate Dean for Marketing and Communications and the E.B. Osborn Professor of Marketing at Tuck School of Business, Dartmouth College
Q&A Participant
Merchant
Altaf MerchantDean and Professor of Marketing at the Milgard School of Business, University of Washington, Tacoma
Rivers
Anne RiversSenior Vice President of Strategy and Marketing for The Howard Hughes Corporation, and a founding partner of BASC Partners
Kirk Wakefield
Kirk WakefieldThe Edwin W. Streetman Professor of Retail Marketing and Executive Director of the Sports Strategy & Sales Program at Baylor University’s Hankamer School of Business
Lane Wakefield
Lane WakefieldDirector of the Center for Sports Strategy and Sales and Clinical Assistant Professor of Marketing at Baylor University
Q&A Participant

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