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Journal of Marketing

Volume 73 · Issue 3

May 200910 articles

American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research

Nina Diamond · John F. Sherry · Albert M. Muñiz · Mary Ann McGrath · Robert V. Kozinets · Stefania Borghini

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May 2009pp. 118-134DOI: 10.1509/jmkg.73.3.118 ↗

Are Product Returns a Necessary Evil? Antecedents and Consequences

J. Andrew Petersen · V. Kumar

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May 2009pp. 35-51DOI: 10.1509/jmkg.73.3.035 ↗

Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?

J. Joško Brakus · Bernd H. Schmitt · Lia Zarantonello

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May 2009pp. 52-68DOI: 10.1509/jmkg.73.3.052 ↗

Cross-Category Effects of Aisle and Display Placements: A Spatial Modeling Approach and Insights

Ram Bezawada · S. Balachander · P.K. Kannan · Venkatesh Shankar

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May 2009pp. 99-117DOI: 10.1509/jmkg.73.3.099 ↗

Does Customer Demotion Jeopardize Loyalty?

Tillmann Wagner · Thorsten Hennig-Thurau · Thomas Rudolph

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May 2009pp. 69-85DOI: 10.1509/jmkg.73.3.069 ↗

Journal of Marketing

Authors not recorded

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May 2009pp. i-iiDOI: 10.1509/jmkg.73.3.i ↗

Marketing under Uncertainty: The Logic of an Effectual Approach

Stuart Read · Nicholas Dew · Saras D. Sarasvathy · Michael Song · Robert Wiltbank

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May 2009pp. 1-18DOI: 10.1509/jmkg.73.3.001 ↗

The Impact of Counterfeiting on Genuine-Item Consumers' Brand Relationships

Suraj Commuri

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May 2009pp. 86-98DOI: 10.1509/jmkg.73.3.86 ↗

The Impact of Counterfeiting on Genuine-Item Consumers’ Brand Relationships

Suraj Commuri

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May 2009pp. 86-98DOI: 10.1509/jmkg.73.3.086 ↗

The Role of Within-Brand and Cross-Brand Communications in Competitive Growth

Barak Libai · Eitan Muller · Renana Peres

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May 2009pp. 19-34DOI: 10.1509/jmkg.73.3.019 ↗