Issue 3/2019
Content (10 Articles)
Conceptual/Theoretical Paper
Online relationship marketing
Lena Steinhoff, Denni Arli, Scott Weaven, Irina V. Kozlenkova
Original Empirical Research
The impact of superstar and non-superstar software on hardware sales: the moderating role of hardware lifecycle
Richard T. Gretz, Ashwin Malshe, Carlos Bauer, Suman Basuroy
Original Empirical Research
Can attempts to delight customers with surprise gains boomerang? A test using low-price guarantees
Sujay Dutta, Abhijit Guha, Abhijit Biswas, Dhruv Grewal
Open Access
Original Empirical Research
Unintended reward costs: the effectiveness of customer referral reward programs for innovative products and services
David B. Dose, Gianfranco Walsh, Sharon E. Beatty, Ralf Elsner
Original Empirical Research
Herding in the consumption and purchase of digital goods and moderators of the herding bias
Amy Wenxuan Ding, Shibo Li
Review Paper
Endogeneity and marketing strategy research: an overview
Oliver J. Rutz, George F. Watson IV
Original Empirical Research
Value creation in consumption journeys: recursive reflexivity and practice continuity
Melissa Archpru Akaka, Hope Jensen Schau
Original Empirical Research
Consumer valorization strategies in traumatic extraordinary experiences
Lez Trujillo Torres, Benét DeBerry-Spence
Review Paper
The effects of scarcity on consumer decision journeys
Rebecca Hamilton, Debora Thompson, Sterling Bone, Lan Nguyen Chaplin, Vladas Griskevicius, Kelly Goldsmith, Ronald Hill, Deborah Roedder John, Chiraag Mittal, Thomas O’Guinn, Paul Piff, Caroline Roux, Anuj Shah, Meng Zhu
Original Empirical Research
Effective customer journey design: consumers’ conception, measurement, and consequences
Christina Kuehnl, Danijel Jozic, Christian Homburg