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

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  Año 2026, Vol. 90, Número 4

  • Rethinking Marketing Knowledge Protection: Hidden Costs and Uncertain Benefits

    Christine Moorman, Ajay K. Kohli, Bernard J. Jaworski

    págs. 1-26

    

  • A Practical Guide to Endogeneity Correction Using Copulas

    Yi Qian, Anthony Koschmann, Hui Xie

    págs. 27-51

    

  • A Meta-analysis of Product Visual Aesthetics

    Chenming Peng, Martin Eisend, Zengxiang Chen

    págs. 52-73

    

  • Picture Perfect: Engaging Customers with Visual Generative AI

    Mark Heitmann, Tijmen P. J. Jansen, Martin Reisenbichler, David A. Schweidel

    págs. 74-96

    

  • Fit to Persuade: The Role of Source-Appeal Congruence in Cancer Screening Decisions

    Vedha Ponnappan, Anima Nivsarkar, Prakash Satyavageeswaran, Sundar Bharadwaj

    págs. 97-121

    

  • AdGazerZ Improving Contextual Advertising with Theory-Informed Machine Learning

    Jianping Ye, Michel Wedel, Rik Pieters

    págs. 122-144

    

  • Temporal Patterns of New Product Introductions and IPO Value: The Importance of Recency, Dispersion, and Asymmetry

    Suyun Mah, Rebecca J. Slotegraaf, Girish Mallapragada

    págs. 145-164

    

  • An Investigation into the Evolution of Marketing-Mix Effectiveness: An Empirics-First Approach

    Katrijn Gielens, Jan-Benedict E.M. Steenkamp

    págs. 165-191