TOC: J Mar Theory Prac
Introduction
Journal of Marketing Theory and Practice, 26(4)
Do Investors Prefer New or Existing Sponsorship Relationships: Evidence from Sponsorship Interorganizational Relationship Formation and Maintenance on Firm Stock Returns
–Robert D. Evans Jr., George D. Deitz, Daniel L. Sherrell & Richard A. Rocco [] []
From Gucci To Green Bags: Conspicuous Consumption As a Signal For Pro-Social Behavior
–Catherine M. Johnson, Ayesha Tariq & Thomas L. Baker [] []
“Unfriend Me, Please!”: Social Media Fatigue and the Theory Of Rational Choice
–Kelty Logan, Laura F. Bright & Stacy Landreth Grau [] []
Word Of Mouth Opportunity: Why Recommendation Likelihood Overestimates Positive Word Of Mouth
–Thomas A. Burnham & R. Bret Leary [] []
Social Media Brand Community Enjoyment (Smbce): Scale Construction and Validation from an Etic Perspective
–Subhadip Roy & Joana C. Machado [] []
Uncovering Psychological Gratifications Affecting Social Media Utilization: A Multiblock Hierarchical Analysis
–Izzal Asnira Zolkepli, Yusniza Kamarulzaman & Philip J. Kitchen [] []
Cross-Cultural Consumer Complaining Behavior in Service Industries: A Three-Nation Study Across the African Diaspora
–Tony L. Henthorne, Alvin J. Williams & Babu P. George [] []