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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Research Article

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
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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
  • 358 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
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Free Access
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
  • 368 Views
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Article
Observers’ complaint language perceptions: a new measure to aid social media service recovery evaluations
Todd J. Bacile
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
  • 230 Views
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Article
The current and future state of the marketing management profession
Samer Elhajjar
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
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Article
Are negative marketing events evaluated equally: the role of service characteristics and brand positioning
Terence Motsi
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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