Current Issue Summary
December 2021 (Vol. 61, Issue 4)

Editor’s Desk
Broadened JAR Focus to Support Advertising Practitioners and Scholars: A Reflection of Evolving Marketing and Research Directions
In response to evolving marketing and research ecosystems, the Journal of Advertising Research (JAR) is intent on even better serving our academic and practitioner communities, Editor-in-Chief John Ford writes in his introductory essay. This has inspired a subtle yet important change that expands the types of manuscripts we seek, beyond those with “tight theoretical foundation, meaningful and well-justified hypotheses, sound empirical analyses with generalizable data, and strong suggestions for future research and meaningful managerial insights.” More specifically, “we want to open the door to meaningful conceptual papers that may help us understand how past theories and expectations might have changed during this explosive period of marketing evolution.” Ford explains: “Such foundational, exploratory work, we believe, will open up new insights and guide even more meaningful empirical research that will aid practitioners and academics in their journey forward. Some of the past foundational theories, in fact, may have outlived their usefulness. This might require new paradigms to be built.”

Read the full article here.