Journal of Promotion Management, Volume 30, Issue 2 (2024)

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Journal of Promotion Management, Volume 30, Issue 2 (2024)

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Research Articles

Article
Why is Social Network Site Advertising Ineffective? Seeking Answers Using a Holistic Theoretical Framework, Multi-Platform Approach
Pradeep Korgaonkar, Enrique Becerra & Juan Carlos Londoño
Pages: 157-186
Published online: 10 Sep 2023
AbstractforWhy is Social Network Site Advertising Ineffective? Seeking Answers Using a Holistic Theoretical Framework, Multi-Platform Approach | Full Text | References | PDF (1.7 MB) | EPUB
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Article
Effects of Perceived Value and Customer Service on Brand Satisfaction
Ana Sebastián-Morillas, Abel Monfort & Belén López-Vázquez
Pages: 187-203
Published online: 04 Sep 2023
AbstractforEffects of Perceived Value and Customer Service on Brand Satisfaction | Full Text | References | PDF (1.3 MB) | EPUB
  • 265 Views
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Article
Customer-to-Customer Communication: Referral of High and Low Involvement Products through Stimulated Word-of-Mouth
Bettina Bifkovics, Erzsébet Malota, Luciana N. Faria & Luis F. Martinez
Pages: 204-226
Published online: 03 Sep 2023
AbstractforCustomer-to-Customer Communication: Referral of High and Low Involvement Products through Stimulated Word-of-Mouth | Full Text | References | PDF (1.2 MB) | EPUB
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Open Access
Article
(Over)Eating with Our Eyes: An Examination of Mukbang Influencer Marketing and Consumer Engagement with Food Brands
Linda Dam, Anne Marie Basaran Borsai & Benjamin Burroughs
Pages: 227-251
Published online: 31 Aug 2023
Abstractfor(Over)Eating with Our Eyes: An Examination of Mukbang Influencer Marketing and Consumer Engagement with Food Brands | Full Text | References | PDF (1.4 MB) | EPUB
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Article
Enhancing Brand Visual Identity for Addressing Digital Customers’ Pain Points: A Structural Equation Modeling Approach
Abeer Elsayed Fayed
Pages: 252-281
Published online: 03 Sep 2023
AbstractforEnhancing Brand Visual Identity for Addressing Digital Customers’ Pain Points: A Structural Equation Modeling Approach | Full Text | References | PDF (3.2 MB) | EPUB
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Article
“Limited Time Offer”: Impact of Time Scarcity Messages on Consumer’s Impulse Purchase
Mansi Khetarpal & Sapna Singh
Pages: 282-301
Published online: 03 Sep 2023
Abstractfor“Limited Time Offer”: Impact of Time Scarcity Messages on Consumer’s Impulse Purchase | Full Text | References | PDF (1.4 MB) | EPUB
  • 1127 Views
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Article
Destination Marketing and Domestic Tourist Satisfaction: The Intervening Effect of Customer-Based Destination Brand Equity
Tafadzwa Matiza & Elmarie Slabbert
Pages: 302-331
Published online: 31 Aug 2023
AbstractforDestination Marketing and Domestic Tourist Satisfaction: The Intervening Effect of Customer-Based Destination Brand Equity | Full Text | References | PDF (2 MB) | EPUB | Supplemental
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