Journal of Marketing Theory and Practice, Volume 25, Issue 2 (2017)

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Journal of Marketing Theory and Practice, Volume 25, Issue 2 (2017)

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Original Articles

Article
Decision Making Under Parity: An Experimental Examination of Retailers’ Choice Among Parity Trade Promotions
Amit Poddar, Naveen Donthu, Daniel C. Bello & Jeff Foreman
Pages: 105-124
Published online: 16 Feb 2017
AbstractforDecision Making Under Parity: An Experimental Examination of Retailers’ Choice Among Parity Trade Promotions | Full Text | References | PDF (253.3 KB)
  • 147 Views
  • 3 CrossRef citations
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Article
The Power of Politics in Branding
Geraldo Matos, Gema Vinuales & Daniel A. Sheinin
Pages: 125-140
Published online: 16 Feb 2017
AbstractforThe Power of Politics in Branding | Full Text | References | PDF (244.9 KB)
  • 1449 Views
  • 17 CrossRef citations
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Article
I Know What I Like, I Like What I Know: How Breadth of Brand Experience and Cognitive Effort Influence Brand Switching
Omar P. Woodham, Mitchell L. Hamilton & Roland L. Leak
Pages: 141-159
Published online: 16 Feb 2017
AbstractforI Know What I Like, I Like What I Know: How Breadth of Brand Experience and Cognitive Effort Influence Brand Switching | Full Text | References | PDF (246.1 KB)
  • 537 Views
  • 11 CrossRef citations
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Article
Networking Behavior and Sales Performance: Examining Potential Gender Differences
Gerrard Macintosh & Michael Krush
Pages: 160-170
Published online: 16 Feb 2017
AbstractforNetworking Behavior and Sales Performance: Examining Potential Gender Differences | Full Text | References | PDF (127.7 KB)
  • 560 Views
  • 14 CrossRef citations
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Article
A Multi-Valenced Perspective on Consumer Engagement Within a Social Service
Kay Naumann, Jana Bowden & Mark Gabbott
Pages: 171-188
Published online: 16 Feb 2017
AbstractforA Multi-Valenced Perspective on Consumer Engagement Within a Social Service | Full Text | References | PDF (233.2 KB)
  • 1007 Views
  • 22 CrossRef citations
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Article
Examining the Role of Sustainability and Green Strategies in Channels: Evidence from the Franchise Industry
Hyo Jin (Jean) Jeon & Aaron Gleiberman
Pages: 189-199
Published online: 16 Feb 2017
AbstractforExamining the Role of Sustainability and Green Strategies in Channels: Evidence from the Franchise Industry | Full Text | References | PDF (143.7 KB)
  • 426 Views
  • 13 CrossRef citations
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Article
How Gratitude Influences Customer Word-Of-Mouth Intentions and Involvement: The Mediating Role of Affective Commitment
Syed Muhammad Fazal-e-Hasan, Ian N. Lings, Gary Mortimer & Larry Neale
Pages: 200-211
Published online: 16 Feb 2017
AbstractforHow Gratitude Influences Customer Word-Of-Mouth Intentions and Involvement: The Mediating Role of Affective Commitment | Full Text | References | PDF (397.6 KB)
  • 1193 Views
  • 27 CrossRef citations
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