Mar Theory
Introduction
Marketing Theory, 21(2)
POSTING TYPE: TOCs
The haunting specter of retro consumption
—Oscar Ahlberg, Joel Hietanen, and Tuomas Soila [] []
Toward a divine economic system: Understanding exchanges in a religious consumption field
—Samuelson Appau [] []
Eudaimonia: The sociocultural value of consumers’ social labor
—Silvia Biraghi, Daniele Dalli, and Rossella C. Gambetti [] []
Value co-destruction: Review and conceptualization of interactive value formation
—Per Echeverri and Per SkÃ¥lén [] []
Post-postmodern consumer authenticity, shantay you stay or sashay away? A netnography of RuPaul’s Drag Race fans
—Brendan Canavan [] []
Commentaries
Failure: Perspectives and prospects in marketing and consumption theory
—Dannie Kjeldgaard, Mikkel Nøjgaard, Benjamin Julien Hartmann, Matthias Bode, Frank Lindberg, Lena Mossberg, and Jacob Östberg [] []