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

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  Año 2020, Vol. 84, Número 2

  • Creating Boundary-Breaking, Marketing-Relevant Consumer Research

    Deborah J. MacInnis, Vicki G. Morwitz, Simona Botti, Donna L. Hoffman, Robert V. Kozinets, Donald R. Lehmann, John G. Lynch Jr., Cornelia (Connie) Pechmann

    págs. 1-23

    

  • Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

    Vanitha Swaminathan, Alina Sorescu, Jan-Benedict E.M. Steenkamp, Thomas Clayton Gibson O'Guinn, Bernd Schmitt

    págs. 24-46

    

  • Business-to-Business E-Negotiations and Influence Tactics

    Sunil K. Singh, Detelina Marinova, Jagdip Singh

    págs. 47-68

    

  • Improvised Marketing Interventions in Social Media

    Abhishek Borah, Sourindra Banerjee, Yu-Ting Lin, Apurv Jain, Andreas B. Eisingerich

    págs. 69-91

    

  • Evaluating the Effectiveness of Retailer-Themed Super Saver Events

    Jonne Y. Guyt, Els Gijsbrechts

    págs. 92-113

    

  • Marketing-Mix Response Across Retail Formats: The Role of Shopping Trip Types

    Pranav Jindal, Ting Zhu, Pradeep Chintagunta, Sanjay Dhar

    págs. 114-132

    

  • When and Why Saying “Thank You” Is Better Than Saying “Sorry” in Redressing Service Failures: The Role of Self-Esteem

    Yanfen You, Xiaojing Yang, Lili Wang, Xiaoyan Deng

    págs. 133-150