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Journal of Marketing Communications, Volume 14 Issue 1 2008

ISSN: 1466-4445 (electronic) 1352-7266 (paper)
Publication Frequency: 5 issues per year
Publisher: Routledge
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Original Articles
Advertising and Audience Offense: The Role of Intentional Humor
Fred K. Beard
Pages 1 – 17
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Promoting Consumer's Participation in Virtual Brand Communities: A New Paradigm in Branding Strategy
Luis V. Casaló;  Carlos Flavián; Miguel Guinalíu
Pages 19 – 36
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Gender and Web Design: The Implications of the Mirroring Principle for the Services Branding Model
G. A. Moss;  R. W. Gunn; K. Kubacki
Pages 37 – 57
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Visual Metaphor in Advertising: Is the Persuasive Effect Attributable to Visual Argumentation or Metaphorical Rhetoric?
Se-Hoon Jeong
Pages 59 – 73
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