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Journal of Marketing

Volume 89 · Issue 6

November 20258 articles

Better Innovation for a Better World

Darren W. Dahl · Charles H. Noble · Martin Schreier · Olivier Toubia

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November 2025pp. 100-118DOI: 10.1177/00222429251322774 ↗

Commentary on “Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers”

Giana M. Eckhardt · Praveen K. Kopalle

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November 2025pp. 28-32DOI: 10.1177/00222429241270738 ↗

From JM as Catalyst to JM as Community: Positive, Bold, and Pragmatic

Cait Lamberton · Detelina Marinova · Shrihari Sridhar · Vanitha Swaminathan

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November 2025pp. 1-6DOI: 10.1177/00222429251336054 ↗

Holistic Selling: An Emerging Paradigm in B2B Markets

Tim Kalwey · Manfred Krafft · Yeji Lim · Murali K. Mantrala

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November 2025pp. 77-99DOI: 10.1177/00222429251338820 ↗

How Socioeconomic Status Shapes Food Preferences and Perceptions

Bernardo Andretti · Yan Vieites · Larissa Elmor · Eduardo B. Andrade

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November 2025pp. 33-56DOI: 10.1177/00222429241296048 ↗

Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers

Esther Uduehi · Julian K. Saint Clair · Rowena Crabbe

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November 2025pp. 7-27DOI: 10.1177/00222429241258493 ↗

New Tools, New Rules: A Practical Guide to Effective and Responsible Generative AI Use for Surveys and Experiments in Research

Simon J. Blanchard · Nofar Duani · Aaron M. Garvey · Oded Netzer · Travis Tae Oh

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November 2025pp. 119-139DOI: 10.1177/00222429251349882 ↗

Sponsored Content as an Epistemic Market Object: How Platformization of Brand–Creator Partnerships Disrupts Valuation, Coproduction, and the Relationship Between Market Actors

Zeynep Arsel · Maria Carolina Zanette · Carolina da Rocha Melo

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November 2025pp. 57-76DOI: 10.1177/00222429241296459 ↗