Current Issue Summary
September 2021 (Vol. 61, Issue 3):

Editor’s Desk
New Insights on Advertising Execution and Consumer Engagement

FEATURE ARTICLES

When Brands Go Dark: Examining Sales Trends when Brands Stop Broad-Reach Advertising for Long Periods

Strategies for More Effective Six-Second Video Advertisements: Making the Most of 144 Frames

An Investigation of Androgyny and Sexual Orientation in Advertising: How Androgynous Imagery and Sexual Orientation Impact Advertisement and Brand Attitudes

Cause-Related Marketing Advertising Formats on Nonprofit Websites: Does a Company’s Donation-Amount Offer in Nonprofit Display Ads Drive Purchase Intention?

The Effects of Context Congruity on Ad Persuasiveness in e-Magazines: It Serves My Motive, and I Distinguish the Advertisement

Evaluating the Advertising Effectiveness of Noncelebrity Endorsers: Advantages of Customer vs. Employee Endorsers and Mediating Factors of Their Impact

The Importance of Consumer Engagement in Brand Heritage Advertising: How Feeling Close to a Brand Can Increase Willingness to Pay More

The Effect of Guerilla Marketing on Company Share Prices: An Event Study Analysis