Brand CoolnessCaleb Warren · Rajeev Batra · Sandra Maria Correia Loureiro · Richard P. BagozziDiscuss this article →September 2019pp. 36-56DOI: 10.1177/0022242919857698 ↗
Challenging the Boundaries of MarketingChristine Moorman · Harald J. van Heerde · C. Page Moreau · Robert W. PalmatierDiscuss this article →September 2019pp. 1-4DOI: 10.1177/0022242919867086 ↗
Commentary: Marketing and the Sharing Economy: Digital Economy and Emerging Market ChallengesYubo Chen · Liantao (Tarry) WangDiscuss this article →September 2019pp. 28-31DOI: 10.1177/0022242919868470 ↗
Commentary: The Twilight of Brand and Consumerism? Digital Trust, Cultural Meaning, and the Quest for Connection in the Sharing EconomyArun SundararajanDiscuss this article →September 2019pp. 32-35DOI: 10.1177/0022242919868965 ↗
Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging CampaignsChristian Hughes · Vanitha Swaminathan · Gillian BrooksDiscuss this article →September 2019pp. 78-96DOI: 10.1177/0022242919854374 ↗
Effects of Liberalization on Incumbent Firms’ Marketing-Mix Responses and Performance: Evidence from a Quasi-ExperimentNandini Ramani · Raji SrinivasanDiscuss this article →September 2019pp. 97-114DOI: 10.1177/0022242919860085 ↗
Gift Purchases as Catalysts for Strengthening Customer–Brand RelationshipsAndreas Eggert · Lena Steinhoff · Carina WitteDiscuss this article →September 2019pp. 115-132DOI: 10.1177/0022242919860802 ↗
Marketing in the Sharing EconomyGiana M. Eckhardt · Mark B. Houston · Baojun Jiang · Cait Lamberton · Aric Rindfleisch · Georgios ZervasDiscuss this article →September 2019pp. 5-27DOI: 10.1177/0022242919861929 ↗
The Relative Effects of Business-to-Business (vs. Business-to-Consumer) Service Innovations on Firm Value and Firm Risk: An Empirical AnalysisThomas Dotzel · Venkatesh ShankarDiscuss this article →September 2019pp. 133-152DOI: 10.1177/0022242919847221 ↗
The Unintended Consequence of Price-Based Service Recovery IncentivesVamsi K. Kanuri · Michelle AndrewsDiscuss this article →September 2019pp. 57-77DOI: 10.1177/0022242919859325 ↗
