TOC: Mar Theory
Introduction
Marketing Theory, 18(1)
Loyalty or liability: Resolving the consumer fanaticism paradox
–Emily Chung, Francis Farrelly, Michael B. Beverland, and Ingo O. Karpen [] []
Contingent self-definition and amorphous regions: A dynamic approach to place brand architecture
–Keith Dinnie [] []
Theorizing materialism through the Institutional Analysis and Development framework
–William E. Kilbourne, Michael J. Dorsch, and Anastasia Thyroff [] []
Marketing, art and voices of dissent: Promotional methods of protest art by the 2014 Hong Kong’s Umbrella Movement
–Georgios Patsiaouras, Anastasia Veneti, and William Green [] []
Against the implicit politics of service-dominant logic
–Joel Hietanen, Mikael Andéhn, and Alan Bradshaw [] []
Games people play with brands: An application of transactional analysis to marketplace relationships
–Mike Molesworth, Georgiana F. Grigore, and Rebecca Jenkins [] []