Ausgabe 4/2020
Inhalt (10 Artikel)
Sponsorship-linked marketing: research surpluses and shortages
T. Bettina Cornwell, Youngbum Kwon
Customer experience: fundamental premises and implications for research
Larissa Becker, Elina Jaakkola
Technology readiness: a meta-analysis of conceptualizations of the construct and its impact on technology usage
Markus Blut, Cheng Wang
Chief marketing officer presence and firm performance: assessing conditions under which the presence of other C-level functional executives matters
Pravin Nath, Neeraj Bharadwaj
How and when weather boosts consumer product valuation
Tobias Schlager, Emanuel de Bellis, JoAndrea Hoegg
Communicating brand biographies effectively: the role of communication source
Ali Tezer, H. Onur Bodur, Bianca Grohmann
Salesperson social media use in business-to-business relationships: An empirical test of an integrative framework linking antecedents and consequences
Fabian Bill, Sven Feurer, Martin Klarmann
Competitive advertising strategies for programmatic television
Ivan A. Guitart, Guillaume Hervet, Sarah Gelper
The impact of value-related crises on price and product-performance elasticities
Raoul V. Kübler, Michael Langmaack, Sönke Albers, Wayne D. Hoyer
Just print it! The effects of self-printing a product on consumers’ product evaluations and perceived ownership
Annika Wiecek, Daniel Wentzel, Aras Erkin