Celebrating the Impactful Articles from Journal of Marketing Theory and Practice
Now listed in the Emerging Sources Citation Index, the Journal of Marketing Theory and Practice is devoted to advancing the field of marketing through scholarship that is both rigorous and relevant and aims to address significant managerial issues across the field of marketing. Through this collection of articles, we are celebrating our contribution to the field as we present articles that have impacted theory and practice significantly. Articles can be categorized in to three categories based on their emphasis that is customer focused, brand focused, and methodology focused. Specifically, our articles have greatly contributed towards the customer engagement and experience, brand equity, and structural equation n modeling, especially the utility of PLS (partial least square method). We are proud of our impactful past and certainly we are excited about our future.
Edited by
Dr. Raj Agnihotri(Ivy College of Business, Iowa State University)
Dr. Annie Peng Cui(John Chambers College of Business and Economics, West Virginia University)
Sponsored by
