Ausgabe 3/2018
Inhalt (10 Artikel)
Open Access
Original Empirical Research
Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value
Sander F. M. Beckers, Jenny van Doorn, Peter C. Verhoef
Original Empirical Research
When marketing strategy meets culture: the role of culture in product evaluations
Reo Song, Sangkil Moon, Haipeng (Allan) Chen, Mark B. Houston
Original Empirical Research
Effects of offline ad content on online brand search: insights from super bowl advertising
Deepa Chandrasekaran, Raji Srinivasan, Debika Sihi
Original Empirical Research
Effect of analysts’ earnings pressure on marketing spending and stock market performance
Imran S. Currim, Jooseop Lim, Yu Zhang
Original Empirical Research
Marketers’ use of alternative front-of-package nutrition symbols: An examination of effects on product evaluations
Christopher L. Newman, Scot Burton, J. Craig Andrews, Richard G. Netemeyer, Jeremy Kees
Original Empirical Research
Retail space invaders: when employees’ invasion of customer space increases purchase intentions
Carol L. Esmark, Stephanie M. Noble
Original Empirical Research
Pricing hybrid bundles by understanding the drivers of willingness to pay
Jeffrey Meyer, Venkatesh Shankar, Leonard L. Berry
Original Empirical Research
Do life events always lead to change in purchase? The mediating role of change in consumer innovativeness, the variety seeking tendency, and price consciousness
Nicole Koschate-Fischer, Wayne D. Hoyer, Nicola E. Stokburger-Sauer, Jan Engling
Original Empirical Research
Where does pride lead? Corporate managerial hubris and strategic emphasis
MinChung Kim, Guiyang Xiong, Kwang-Ho Kim