Issue 5/2023
Content (11 Articles)
Open Access
Review
Effectiveness of engagement initiatives across engagement platforms: A meta-analysis
Markus Blut, Viktorija Kulikovskaja, Marco Hubert, Christian Brock, Dhruv Grewal
Open Access
Original Empirical Research
The role of marketing in new ventures: How marketing activities should be organized in firms’ infancy
Andreas Fürst, Mika Gabrielsson, Peter Gabrielsson, Jana-Kristin Prigge
Open Access
Original Empirical Research
How attributions of coproduction motives shape customer relationships over time
Pascal Güntürkün, Till Haumann, Laura Marie Edinger-Schons, Jan Wieseke
Open Access
Original Empirical Research
Marvelous advertising returns? A meta-analysis of advertising elasticities in the entertainment industry
Andrea Schöndeling, Alexa B. Burmester, Alexander Edeling, André Marchand, Michel Clement
Open Access
Original Empirical Research
Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance
Christian Homburg, Moritz Tischer
Original Empirical Research
Friend or foe? Can anthropomorphizing self-tracking devices backfire on marketers and consumers?
Lane Peterson Fronczek, Martin Mende, Maura L. Scott, Gergana Y. Nenkov, Anders Gustafsson
Open Access
Original Empirical Research
Franchising structure changes and shareholder value: Evidence from store buybacks and refranchising
Anna Sadovnikova, Manish Kacker, Saurabh Mishra
Original Empirical Research
Executive confidence and myopic marketing management
Tuck Siong Chung, Angie Low, Roland T. Rust
Original Empirical Research
Unintended effects of price promotions: Forgoing competitors’ price promotions strengthens incumbent brand loyalty
Alexander B. Pratt, Stacey G. Robinson, Clay M. Voorhees, Joyce (Feng) Wang, Michael D. Giebelhausen
Original Empirical Research
Drivers and outcomes of smallholder market participation in Sub-Saharan Africa
Marcia F. Kwaramba, Srinivas Sridharan, Felix T. Mavondo
Editorial
Using a strobelight analysis to examine relationship inconsistency
Alec Pappas, Charles F. Hofacker, Willy Bolander