TOC: J Mar Man
Introduction
Journal of Marketing Management, 36(1/2)
Rogues and Deviants: a game-theoretic perspective on opportunism in strategic alliances
–Anton P. Fenik, Charles H. Noble & Kevin Lehnert [] []
Consumers’ brand heritage experience: between acceptance and resistance
–Rémi Mencarelli, Damien Chaney & Mathilde Pulh [] []
The reward gap in hierarchical loyalty programmes: how to enhance bottom-tier customers’ loyalty without alienating top-tier customers
–Aïda Mimouni Chaabane & Virginie Pez [] []
Blurring B2C and B2B boundaries: corporate brand value co-creation in B2B2C markets
–Michela Mingione & Luna Leoni [] []
Value co-destruction and its effects on value appropriation
–Daniela Corsaro [] []
The low effect of perceived risk in the relation between hedonic values and purchase intention
–Emílio José Montero Arruda Filho, Júnio De Souza Simões & Cristiana Fernandes De Muylder [] []
Uncertainty representation and risk management for direct segmented marketing
–Dessislava Pachamanova, Victor S. Y. Lo & Nalan Gülpinar [] []
Towards a common terminology for music branding campaigns
–Martin Herzog, Steffen Lepa, Hauke Egermann, Andreas Schoenrock & Jochen Steffens [] []