TOC: J Mar Theory Practice
Introduction
Journal of Marketing Theory and Practice, 16(2)
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From the Editor
–Greg W. Marshall []
Antecedents and Consequences Of Frontline Service Employee Commitment to Service Quality
–Ays,e Banu Elmadag(, Alexander E. Ellinger, George R. Franke [] []
Company Identity and Marketing: An Integrative Framework
–Avinandan Mukherjee, Hongwei He [] []
Culture and Moral Ideologies Of African Americans
–Ziad Swaidan, Mohammed Y.A. Rawwas, Scott J. Vitell [] []
Strategic, Metric, and Methodological Trends in Marketing Research and Their Implications for Future Theory and Practice
–Robert Dahlstrom, Arne Nygaard, Jody L. Crosno [] []
Comparing Methods of Measuring Brand Personality Traits
–Jenni Romaniuk [] []
A Reinquiry Into the Influence of Simple and Complex Tropes in the Advertising Context
–Jason R. Stella, Stewart Adam [] []