Current Issue Summary
June 2021 (Vol. 61, Issue 2):

Editor’s Desk
How Cutting-Edge Research on Advertising and Branding Builds Customer Engagement

FEATURE ARTICLES

Exploring the Value of Shoppable Live Advertising: Liveness and Shoppability in Advertising Media and Future Research Avenues

Understanding AI Advertising from the Consumer Perspective: What Factors Determine Consumers’ Appreciation of AI-Created Advertisements?

Can Advertisers Overcome Consumer Qualms with Virtual Reality? Increasing Operational Transparency through Self-Guided 360-Degree Tours

Why Cheap, Low-Quality Giveaways Are Bad for Brands: Quality of Freebies Drives Consumer Attitudes, but Personalization Can Help

Superimposed Text Size and Contrast Effects in DTC TV Advertising: Which Presentation Format Is Best for Rx Drug Messaging to Consumers?

Are Brands Wasting Money on Sport Sponsorships? A New Look at Brand Personality, Brand Equity, and Official Sponsorship Effects

Consumers’ Response to Format Characteristics in Native Advertising: The Interaction between Format Similarity and Format Novelty

How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments: Is Being Cute Helpful or Harmful to Brands?