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

• 

  Año 2023, Vol. 87, Número 3

  • Learning from Data: An Empirics-First Approach to Relevant Knowledge Generation

    Peter N. Golder, Marnik G. Dekimpe, Jake T. An, Harald J. van Heerde, Darren S.U. Kim, Joseph W. Alba

    págs. 319-336

    

  • Societal Spillovers of TV Advertising: Social Distancing During a Public Health Crisis

    Ayan Ghosh Dastidar, Sarang Sunder, Denish Shah

    págs. 337-358

    

  • Does Disclosure of Advertising Spending Help Investors and Analysts?

    Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee

    págs. 359-382

    

  • Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement

    Simone Wies, Alexander Bleier, Alexander Edeling

    págs. 383-405

    

  • A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social Media Engagement and Sales

    Georgia Liadeli, Francesca Sotgiu, Peeter W.J. Verlegh

    págs. 406-427

    

  • Does Topic Consistency Matter? A Study of Critic and User Reviews in the Movie Industry

    Eunsoo Kim, MengQi Ding, Xin Wang, Shijie Lu

    págs. 428-450

    

  • “We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons

    Eric (Er). Fang, Beibei Dong, Mengzhou Zhuang, Fengyan Cai

    págs. 451-471

    

  • Brand Equity in Good and Bad Times: What Distinguishes Winners from Losers in Consumer Packaged Goods Industries?

    Koushyar Rajavi, Tarun Kushwaha, Jan-Benedict E.M. Steenkamp

    págs. 472-489