Issues

Conceptualizing ephemerality in online marketing communication for consumers and firms

Lane Wakefield
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The impact of entrepreneurial marketing on new venture brand image and performance: a capability perspective

Sayuri Wijekoon; Aron O'Cass; Mahdi Vesal
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Awareness marketing: cause-related marketing without direct contribution

Elizabeth A. Minton; Frank Gregory Cabano
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Customer involvement in co-development: problem-solving and decision-making in new product development

Tereza Dean; Haisu Zhang; Yazhen Xiao
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Seeking relief or reward? A utilitarian-hedonic journey perspective on escapism

Frederic Ponsignon; Matthew Bauman; Renaud Lunardo
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Having less or saving more: the role of social responsibility perception in reducing guilt over luxury purchases

Sameeullah Khan; Asif Iqbal Fazili; Park Thaichon; Sara Quach; Mohd Ashraf Parry; Irfan Bashir
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The role of health-related claims and situational skepticism on consumers’ food choices

Vartika Chaudhary; Dinesh Sharma; Anish Nagpal; Arti D. Kalro
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How a publicized leader transgression can affect member outcomes and gift purchasing of associated symbolic products

Elten Briggs; Abigail Torres Rico; Tracy R. Kizer; Zhiyong Yang
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Category–level drivers of the market share–rank power law relationship

Young Han Bae; Thomas S. Gruca; Hyunwoo Lim; Gary J. Russell
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