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Journal of Marketing Theory and Practice
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Volume 32, Issue 2

Journal of Marketing Theory and Practice

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Cover image for Journal of Marketing Theory and Practice, Volume 32, Issue 2, 2024

Journal of Marketing Theory and Practice, Volume 32, Issue 2 (2024)

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Journal of Marketing Theory and Practice, Volume 32, Issue 2 (2024)

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Volume 32, 2024 Vol 31, 2023 Vol 30, 2022 Vol 29, 2021 Vol 28, 2020 Vol 27, 2019 Vol 26, 2018 Vol 25, 2017 Vol 24, 2016 Vol 23, 2015 Vol 22, 2014 Vol 21, 2013 Vol 20, 2012 Vol 19, 2011 Vol 18, 2010 Vol 17, 2009 Vol 16, 2008 Vol 15, 2007 Vol 14, 2006 Vol 13, 2005 Vol 12, 2004 Vol 11, 2003 Vol 10, 2002 Vol 9, 2001 Vol 8, 2000 Vol 7, 1999 Vol 6, 1998 Vol 5, 1997 Vol 4, 1996 Vol 3, 1995 Vol 2, 1993-1994

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Article

Beyond stars: role of discrete emotions on online consumer review helpfulness

Vartika Srivastava, Arti D. Kalro, Gaurav Raizada & Dinesh Sharma

Pages: 137-157

Published online: 10 Mar 2023

AbstractforBeyond stars: role of discrete emotions on online consumer review helpfulness | Full Text | References | PDF (4.9 MB) | EPUB | Supplemental

389 Views
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Article

Touch or click? The effect of direct and indirect human-computer interaction on consumer responses

Jifei Wu, Yimin Zhu, Xiang Fang & Pramit Banerjee

Pages: 158-173

Published online: 25 Jan 2023

AbstractforTouch or click? The effect of direct and indirect human-computer interaction on consumer responses | Full Text | References | PDF (1,022.5 KB) | EPUB

333 Views
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Article

Purposeful practice as the key to superior sales performance: An exploratory analysis

Anja Taylor, Helen Jossberger & Hans Gruber

Pages: 174-190

Published online: 27 Jan 2023

AbstractforPurposeful practice as the key to superior sales performance: An exploratory analysis | Full Text | References | PDF (464.2 KB) | EPUB | Supplemental

261 Views
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Article

Impact of consumers’ impulsiveness and variety-seeking traits on self-brand connection and communal-brand connection with high- vs. low-involvement products

Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi & Miguel Ángel Zúñiga

Pages: 191-209

Published online: 22 Nov 2022

AbstractforImpact of consumers’ impulsiveness and variety-seeking traits on self-brand connection and communal-brand connection with high- vs. low-involvement products | Full Text | References | PDF (1.6 MB) | EPUB

339 Views
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Article

Observers’ complaint language perceptions: a new measure to aid social media service recovery evaluations

Pages: 210-232

Published online: 22 Nov 2022

AbstractforObservers’ complaint language perceptions: a new measure to aid social media service recovery evaluations | Full Text | References | PDF (3.3 MB) | EPUB

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Article

The current and future state of the marketing management profession

Pages: 233-250

Published online: 25 Jan 2023

AbstractforThe current and future state of the marketing management profession | Full Text | References | PDF (560.6 KB) | EPUB

1044 Views
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Article

Are negative marketing events evaluated equally: the role of service characteristics and brand positioning

Pages: 251-269

Published online: 25 Jan 2023

AbstractforAre negative marketing events evaluated equally: the role of service characteristics and brand positioning | Full Text | References | PDF (542.6 KB) | EPUB | Supplemental

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