TOC: Mar Theory
Introduction
Marketing Theory, 17(2)
Legitimation of hybrid cultural products: The case of American Yoga
–Gokcen Coskuner-Balli, Burçak Ertimur [] []
Back to the roots! Methodological situationalism and the postmodern lesson for studying tribes, practices, and assemblages
–Niklas Woermann [] []
Selective demarketing: When customers destroy value
–Jillian Dawes Farquhar, Julie Robson [] []
Branding as a dynamic capability: Strategic advantage from integrating meanings with identification
–Roderick J. Brodie, Maureen Benson-Rea, Christopher J. Medlin [] []
Social belonging and the social collective: Understanding how processes shape youth markets
–Julie Tinson, Maria Piacentini, Peter Nuttall, Hayley Cocker [] []
Sanctioning value: The legal system, hyper-power and the legitimation of MP3
–Janice Denegri-Knott, Mark Tadajewski [] []
Performing jazz and the jazz constellation: Movements, moments and connections
–Tom Mordue, Noel Dennis [] []