Journal of marketing: A quarterly publication of the american marketing association

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  Año 2019, Vol. 83, Número 5

  • Challenging the Boungaries of Marketing

    Christine Moorman, Harald J. van Heerde, C. Page Moreau, Robert W. Palmatier

    págs. 1-4

    

  • Marketing in the Sharing Economy

    Giana M. Eckhardt, Mark B. Houston, Baojun Jiang, Cait Lamberton, Aric Rindfleisch, Georgios Zervas

    págs. 5-27

    

  • Coomentary: Marketing and the Sharing Economy: Digital Economy and Emerging Market Challenges

    Yubo Chen, Liantao Wang

    págs. 28-31

    

  • Commentary: The Twilinght of Brand and Consumerism? Digital Trust, Cultural Meaning, and the Quest for Connection in the Sharing Economy

    Arun Sundararajan

    págs. 32-35

    

  • Brand Coolness

    Caleb Warren, Rajeev Batra, Sandra Maria Correia Loureiro, Richard P. Bagozzi

    págs. 36-56

    

  • The Unintended Consequence of Price-Based Service Recovery Incentives

    Vamsi K. Kanuri, Michelle Andrews

    págs. 57-77

    

  • Driving Brand Engagement Through Online social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns

    Christian Hughes, Vanitha Swaminathan, Gillian Brooks

    págs. 78-96

    

  • Effects of Liberalization on Incumbent Firms' Marketing-Mix Responses and Performance: Evidence from a Quasi-Experiment

    Nandini Ramani, Raji Srinivasan

    págs. 97-114

    

  • Gift Purchases as Catalists for Strengthening Customer-Brand Relationships

    Andreas Eggert, Lena Steinhoff, Carina Witte

    págs. 115-132

    

  • The Relative Effects of Business-to-Business (vs. Business-to-Consumer) Serviee innovations on Firm Value and Firm Risk: An Empirical Analysis

    Thomas Dotzel, Venkatesh Shankar

    págs. 133-152