TOC: J Mar Theory Prac
Introduction
Journal of Marketing Theory and Practice, 24(4)
Collaborative Brand Attacks in Social Media: Exploring the Antecedents, Characteristics, and Consequences of a New Form of Brand Crises
–Philipp A. Rauschnabel, Nadine Kammerlander & Björn S. Ivens [] []
Mere Exposure as a Signal: Company Objectives and Research Propositions
–Kristin A. Scott & Margaret A. White [] []
Do Longer or Shorter Budget Temporal Frames Matter? Numerosity Effects, Mental Budgets, and Purchase Intentions
–Hsin-Hsien Liu & Hsuan-Yi Chou [] []
Tipping the Purchase With External Cues: Influencing the Behaviors of Ambivalent Consumers with Contextual Primes
–Lifeng Yang & H. Rao Unnava [] []
Mediating Effect of Loyalty Program Membership on the Relationship Between Advertising Effectiveness and Brand Loyalty
–Moutusy Maity & Seema Gupta [] []
A Bilingual’s Perspective on Polysemous and Single Meaning Slogans
–Miguel A. Zúñiga, Ivonne M. Torres & Mihai Niculescu [] []
