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

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  Año 2015, Vol. 79, Número 2

  • Consumers' Response to Commercials. When the Energy Level in the Commercial Conflicts with the Media Context.

    Nancy M. Puccinelli, Keith Wilcox, Dhruv Grewal

    págs. 1-18

    

  • A Meta-Analysis of Electronic Word-of-Mouth Elasticity.

    Ya You, Gautham G. Vadakkepatt, Amit M. Joshi

    págs. 19-39

    

  • Navigating the Institutional Logics of Markets: Implications for Strategic Brand Management.

    Burçak Ertimur, Gokcen Coskuner-Balli

    págs. 40-61

    

  • Gambled Price Discounts: A remedy to the Negative Side Effects of Regular Price Discounts.

    Sascha Alavi, Torsten Bornemann, Jan Wieseke

    págs. 62-78

    

  • Beyond Fungible: Transforming Money into Moral and Social Resources.

    Tonya Williams Bradford

    págs. 79-97

    

  • The Handmade Effect: What's Love Got to Do with It?

    Christoph Fuchs, Martin Schreier, Stijn M. J. van Osselaer

    págs. 98-110