Current Issue Summary
March 2022 (Vol. 62, Issue 1):

Editor’s Desk
Advertising Message Impact on Consumers: How to Enhance Positive Affect

FEATURE ARTICLES

When Consumers Tune Out Advertising Messages: Development and Validation of a Scale to Measure Advertising Disengagement

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

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

The Role of Faraway Fans in Sporting Event Sponsorship: Why Sponsor Patronage Is Stronger among Fans Who Travel Far to Events

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

How Male Consumers Respond to “Enlightened Manvertising” Campaigns: Gender Schema, Hostile Sexism, and Political Orientation Feed Attitudes