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Editorial

Challenging the Boundaries of Marketing
–Christine Moorman, Harald J. van Heerde, C. Page Moreau, and Robert W. Palmatier [] []

Marketing in the Sharing Economy
–Giana M. Eckhardt, Mark B. Houston, Baojun Jiang, Cait Lamberton, Aric Rindfleisch, and Georgios Zervas [] []

Commentary: Marketing and the Sharing Economy: Digital Economy and Emerging Market Challenges
–Yubo Chen and Liantao (Tarry) Wang [] []

Commentary: The Twilight of Brand and Consumerism?: Digital Trust, Cultural Meaning, and the Quest for Connection in the Sharing Economy
–Arun Sundararajan [] []

Brand Coolness
–Caleb Warren, Rajeev Batra, Sandra Maria Correia Loureiro, and Richard P. Bagozzi [] []

The Unintended Consequence of Price-Based Service Recovery Incentives
–Vamsi K. Kanuri and Michelle Andrews [] []

Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns
–Christian Hughes, Vanitha Swaminathan, and Gillian Brooks [] []

Effects of Liberalization on Incumbent Firms’ Marketing-Mix Responses and Performance: Evidence from a Quasi-Experiment
–Nandini Ramani and Raji Srinivasan [] []

Gift Purchases as Catalysts for Strengthening Customer–Brand Relationships
–Andreas Eggert, Lena Steinhoff, and Carina Witte [] []

The Relative Effects of Business-to-Business (vs. Business-to-Consumer) Service Innovations on Firm Value and Firm Risk: An Empirical Analysis
–Thomas Dotzel and Venkatesh Shankar [] []

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