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Special Section: Theory and Practice in Marketing; Guest Editors: Don Lehmann and Gregory Carpenter

Theory + practice in marketing
Donald R. Lehmann, Gregory S. Carpenter

Performance growth and opportunistic marketing spending
Dominique M. Hanssens, Fang Wang, Xiao-Ping Zhang

CMO equity incentive and shareholder value: Moderating role of CMO managerial discretion
MinChung Kim, D. Eric Boyd, Namwoon Kim, Cheong H. Yi

The impact of brand familiarity on online and offline media synergy
Koen Pauwels, Ceren Demirci, Gokhan Yildirim, Shuba Srinivasan

Regular Papers

How word-of-mouth transmission encouragement affects consumers’ transmission decisions, receiver selection, and diffusion speed
Andrew T. Stephen, Donald R. Lehmann

Nonlinear and dynamic effects of responsive and proactive market orientation: A longitudinal investigation
Nikolai A. Jaeger, Nicolas A. Zacharias, Malte Brettel

Riding successive product diffusion waves. Building a tsunami via upgrade-rebate programs
Vardan Avagyan, Mercedes Esteban-Bravo, Jose M. Vidal-Sanz

Innovation in the frontline: Exploring the relationship between role conflict, ideas for improvement, and employee service performance
Jeroen J.L. Schepers, Edwin J. Nijssen, Gielis A.H. van der Heijden

Social network utilization and the impact of academic research in marketing
Stav Rosenzweig, Amir Grinstein, Elie Ofek

White eyes are the window to the pure soul: Metaphorical association and overgeneralization effects for spokespeople with limbal rings
Jasmina Ilicic, Stacey M. Baxter, Alicia Kulczynski

The effect of package shape on calorie estimation
Jieun Koo, Kwanho Suk

Cause-related marketing is not always less favorable than corporate philanthropy: The moderating role of self-construal
Zengxiang Chen, Yunhui Huang

(Poor) seeing is believing: When direct experience impairs product promotion
Eyal Ert, Ornit Raz, Amir Heiman

Regular or low-fat? An investigation of the long-run impact of the first low-fat purchase on subsequent purchase volumes and calories
Kathleen Cleeren, Kelly Geyskens, Peter C. Verhoef, Joost M.E. Pennings

The competitive implications of a “no-haggle” pricing strategy when others negotiate: Findings from a natural experiment
Xiaohua Zeng, Srabana Dasgupta, Charles B. Weinberg

What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions
Ralf van der Lans, Yvonne van Everdingen, Valentyna Melnyk

The calibrated sigma method: An efficient remedy for between-group differences in response category use on Likert scales
Bert Weijters, Hans Baumgartner, Maggie Geuens

Replication Corner

Less of this one? I’ll take it: New insights on the influence of shelf-based scarcity
Stacey G. Robinson, Michael K. Brady, Katherine N. Lemon, Michael Giebelhausen

Firm valuation from customer equity: When does it work and when does it fail?
Shoutong Thomas Zhang

The role of action simulation on intentions to purchase products
Diane Pecher, Saskia van Dantzig

 

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