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Journal of Marketing

Volume 73 · Issue 5

September 20099 articles

Brand-Specific Leadership: Turning Employees into Brand Champions

Felicitas M. Morhart · Walter Herzog · Torsten Tomczak

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September 2009pp. 122-142DOI: 10.1509/jmkg.73.5.122 ↗

Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site

Michael Trusov · Randolph E. Bucklin · Koen Pauwels

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September 2009pp. 90-102DOI: 10.1509/jmkg.73.5.90 ↗

How Brand Community Practices Create Value

Hope Jensen Schau · Albert M. Muñiz · Eric J. Arnould

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September 2009pp. 30-51DOI: 10.1509/jmkg.73.5.30 ↗

Journal of Marketing

Authors not recorded

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September 2009pp. i-iiDOI: 10.1509/jmkg.73.5.i ↗

Managing Dynamics in a Customer Portfolio

Christian Homburg · Viviana V. Steiner · Dirk Totzek

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September 2009pp. 70-89DOI: 10.1509/jmkg.73.5.70 ↗

Marketing Alliances, Firm Networks, and Firm Value Creation

Vanitha Swaminathan · Christine Moorman

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September 2009pp. 52-69DOI: 10.1509/jmkg.73.5.52 ↗

Testing the Value of Customization: When Do Customers Really Prefer Products Tailored to Their Preferences?

Nikolaus Franke · Peter Keinz · Christoph J. Steger

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September 2009pp. 103-121DOI: 10.1509/jmkg.73.5.103 ↗

The Interplay among Category Characteristics, Customer Characteristics, and Customer Activities on in-Store Decision Making

J. Jeffrey Inman · Russell S. Winer · Rosellina Ferraro

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September 2009pp. 19-29DOI: 10.1509/jmkg.73.5.19 ↗

The Role of Customer Gratitude in Relationship Marketing

Robert W. Palmatier · Cheryl Burke Jarvis · Jennifer R. Bechkoff · Frank R. Kardes

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September 2009pp. 1-18DOI: 10.1509/jmkg.73.5.1 ↗