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The USA's biggest marketing event keeps getting bigger: an in-depth look at Super Bowl advertising in the 1990s

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References

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1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations1,953 cited
1997Advertising And Promotion: Integrated Marketing Communications Perspective1,798 cited
1985Mood States and Consumer Behavior: A Critical Review1,046 cited
1981Attitude toward the AD as a Mediator of Consumer Brand Choice820 cited
2022Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework644 cited
2002Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications620 cited
1992The Impact of Humor in Advertising: A Review532 cited
1987Happy and Sad TV Programs: How They Affect Reactions to Commercials503 cited
1999Animals and Modern Cultures: A Sociology of Human–Animal Relations in Modernity419 cited
1990The Mediating Role of Attitude toward the Ad: Some Additional Evidence394 cited
2000Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?381 cited
1990Humor in Advertising: The Moderating Role of Prior Brand Evaluation313 cited
1988Emotional Feelings and Attitude toward the Advertisement: The Roles of Brand Familarity and Repetition306 cited

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1996Responses to Humorous Advertising: The Moderating Effect of Need for Cognition288 cited

2000The ARF Copy Research Validity Project277 cited

Cited by

2015Impact of Visual Context on Public Perceptions of Non-Human Primate Performers101 cited
2020The Emotional Effectiveness of Advertisement79 cited
2009Playoff payoff: Super Bowl advertising for movies51 cited
2013Going for gold: Investigating the (non)sense of increased advertising around major sports events48 cited
2004Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden46 cited
2016Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects44 cited
2005Winning a Clio Advertising Award and its Relationship to Firm Profitability42 cited
2016A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials42 cited
2011Super Bowl ad likeability: Enduring and emerging predictors35 cited
2021Measuring the Role of Uniqueness and Consistency to Develop Effective Advertising33 cited
2008Dynamics of Entertainment and Affect in a Super Bowl Audience33 cited
2011Competing for consumer memory in television advertising30 cited
2010Consumer Consumption and Advertising Through Sport23 cited
2011Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies20 cited
2016Some Interesting Findings about Super Bowl Advertising18 cited
2013The Secret Sauce for Super Bowl Advertising17 cited