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

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  Año 2026, Vol. 90, Número 2

  • Automated Versus Human Agents: A Meta-Analysis of Customer Responses to Robots, Chatbots, and Algorithms and Their Contingencies

    Katja Gelbrich, Holger Roschk, Sandra Miederer, Alina Kerath

    págs. 1-26

    

  • Strategic Change Capability in Marketing Organizations: Conceptualization, Scale Development, and Validation

    Georgios S. Bekos, Simos Chari, Matti Jaakkola, Heiner Evanschitzky

    págs. 27-49

    

  • Sustainable Product Profit Potential and Availability

    Bryan Bollinger, Randi Kronthal-Sacco, Levin Zhu

    págs. 50-72

    

  • Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry

    Jia Liu, Shawndra Hill, David Rothschild

    págs. 73-95

    

  • More Ads, More Viewers? Analyzing Behavioral Shifts from Advertising Permissions to Live Streaming Consumption

    Michael W. Wu, Sung H. Ham

    págs. 96-114

    

  • Curating the Crowd: How Firms Manage Social Fit to Stage Social Atmospheres

    Ilias Danatzis, Tim Hill, Ingo O. Karpen, Michael Kleinaltenkamp

    págs. 115-134

    

  • Putting Words in Their Mouths: Firm-Generated User Content and Consumer Sharing Behavior

    Jonathan M. Beck, Clay M. Voorhees, Paul W. Fombelle, Katherine N. Lemon

    págs. 135-156

    

  • The Power of Proximity: Exploring Narrative Language in Consumer Reviews

    Anne Hamby, Brent McFerran, Christie Fuller

    págs. 157-176

    

  • Owners’ Willingness to Accept in the Sharing Economy

    Gretchen R. Ross, Eunice Kim, Margaret G. Meloy

    págs. 177-192