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Journal of Marketing Theory and Practice
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Volume 26, Issue 4

Journal of Marketing Theory and Practice

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Cover image for Journal of Marketing Theory and Practice, Volume 26, Issue 4, 2018

Journal of Marketing Theory and Practice, Volume 26, Issue 4 (2018)

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Journal of Marketing Theory and Practice, Volume 26, Issue 4 (2018)

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Article

DO INVESTORS PREFER NEW OR EXISTING SPONSORSHIP RELATIONSHIPS: EVIDENCE FROM SPONSORSHIP INTERORGANIZATIONAL RELATIONSHIP FORMATION AND MAINTENANCE ON FIRM STOCK RETURNS

Robert D. Evans Jr., George D. Deitz, Daniel L. Sherrell & Richard A. Rocco

Pages: 329-338

Published online: 24 Oct 2018

AbstractforDO INVESTORS PREFER NEW OR EXISTING SPONSORSHIP RELATIONSHIPS: EVIDENCE FROM SPONSORSHIP INTERORGANIZATIONAL RELATIONSHIP FORMATION AND MAINTENANCE ON FIRM STOCK RETURNS | Full Text | References | PDF (260.1 KB)

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Article

FROM GUCCI TO GREEN BAGS: CONSPICUOUS CONSUMPTION AS A SIGNAL FOR PRO-SOCIAL BEHAVIOR

Catherine M. Johnson, Ayesha Tariq & Thomas L. Baker

Pages: 339-356

Published online: 24 Oct 2018

AbstractforFROM GUCCI TO GREEN BAGS: CONSPICUOUS CONSUMPTION AS A SIGNAL FOR PRO-SOCIAL BEHAVIOR | Full Text | References | PDF (635.8 KB)

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Article

“UNFRIEND ME, PLEASE!”: SOCIAL MEDIA FATIGUE AND THE THEORY OF RATIONAL CHOICE

Kelty Logan, Laura F. Bright & Stacy Landreth Grau

Pages: 357-367

Published online: 24 Oct 2018

Abstractfor“UNFRIEND ME, PLEASE!”: SOCIAL MEDIA FATIGUE AND THE THEORY OF RATIONAL CHOICE | Full Text | References | PDF (208.6 KB)

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Article

WORD OF MOUTH OPPORTUNITY: WHY RECOMMENDATION LIKELIHOOD OVERESTIMATES POSITIVE WORD OF MOUTH

Thomas A. Burnham & R. Bret Leary

Pages: 368-389

Published online: 24 Oct 2018

AbstractforWORD OF MOUTH OPPORTUNITY: WHY RECOMMENDATION LIKELIHOOD OVERESTIMATES POSITIVE WORD OF MOUTH | Full Text | References | PDF (504.6 KB)

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Article

SOCIAL MEDIA BRAND COMMUNITY ENJOYMENT (SMBCE): SCALE CONSTRUCTION AND VALIDATION FROM AN ETIC PERSPECTIVE

Subhadip Roy & Joana C. Machado

Pages: 390-411

Published online: 24 Oct 2018

AbstractforSOCIAL MEDIA BRAND COMMUNITY ENJOYMENT (SMBCE): SCALE CONSTRUCTION AND VALIDATION FROM AN ETIC PERSPECTIVE | Full Text | References | PDF (359.7 KB)

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Article

UNCOVERING PSYCHOLOGICAL GRATIFICATIONS AFFECTING SOCIAL MEDIA UTILIZATION: A MULTIBLOCK HIERARCHICAL ANALYSIS

Izzal Asnira Zolkepli, Yusniza Kamarulzaman & Philip J. Kitchen

Pages: 412-430

Published online: 24 Oct 2018

AbstractforUNCOVERING PSYCHOLOGICAL GRATIFICATIONS AFFECTING SOCIAL MEDIA UTILIZATION: A MULTIBLOCK HIERARCHICAL ANALYSIS | Full Text | References | PDF (646.2 KB)

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Article

CROSS-CULTURAL CONSUMER COMPLAINING BEHAVIOR IN SERVICE INDUSTRIES: A THREE-NATION STUDY ACROSS THE AFRICAN DIASPORA

Tony L. Henthorne, Alvin J. Williams & Babu P. George

Pages: 431-446

Published online: 24 Oct 2018

AbstractforCROSS-CULTURAL CONSUMER COMPLAINING BEHAVIOR IN SERVICE INDUSTRIES: A THREE-NATION STUDY ACROSS THE AFRICAN DIASPORA | Full Text | References | PDF (214.9 KB)

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Journal of Marketing Theory and Practice (Vol.26, Iss.4, 2018)

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