TOC: J Applied Mar Theory
Introduction
Journal of Applied Marketing Theory, 6(1)
In-store Use of Mobile Phones for Point-of-Purchase Product Information Searches in the US
–Kristine Johnson, Manuel Pontes
Consumer Trait and Situational Factor Determinants of Technology Acceptance (Model)
–Jon M. Martin
Gameday Food and Beverage: The Perspective of College Football Fans
–Brody James Ruihley, Robin Hardin
Brand Engagement and Consumer Innovativeness
–Ronald Earl Goldsmith, Leisa R. Flynn, Felipe Korzenny
Beyond Amateurism: The Rebranding of Major College Athletics
–Dallas D Branch, Jr., Olin L Adams, III., Marie Kraska
Characteristics and Motivations of Die-Hard Sport Fans
–Ryan Smart, Steve S. Chen, Kenneth Henderson
