Rev Mar Sci
Introduction
Review of Marketing Science, 23(1)
POSTING TYPE: TOCs
Personal Innovation, Optimism, Electronic Word of Mouth, and Perceived Factors Affect the Behavioral Intention to Adopt QR Code Payments
—Loi Nguyen-Tan, Phuong Viet Le-Hoang []
What I Like! The Joint Impact of Attitude, Perceived Quality, and Experience on Brand Loyalty: Semi-Parametric Additive Mixed Modeling
—T. Tim A. Höfling, Nadine Walter, Torben Kuhlenkasper, Georg W. Alpers []
Evaluation of Consumer Masstige Brand Relationship Between Generations
—Paula Rodrigues, Ana Sousa, Ana Pinto Borges []
Changing Preferences Toward Autonomous Products: Exploring the Roles of Involvement and Temporal Distance to Purchase
—Fumiaki Kikuchi, Maori Ehara []
Maximizing the Consumer Connection: Avatars, Emotions, and Effective Virtual Influencer Advertising
—Abhishek Dondapati []
Evaluating the Resident Support for Cultural Tourism Through a Revised Social Exchange Theory Approach
—Sadanand Gaonkar, Sitaram V. Sukthankar []
How to Design Keywords in Search Engine Advertising: A Multi-group Comparison Based on the Search Volume of the Product Type
—Nadine Ampler, Nina Lehmann-Zschunke, Rainer Olbrich []
Key Determinants of Successful Advertising in the Context of SMEs: An Empirical Analysis in Ecuador
—Reyner Pérez-Campdesuñer, Alexander Sánchez-RodrÃguez, Gelmar GarcÃa-Vidal, Rodobaldo MartÃnez-Vivar, Margarita De Miguel-Guzmán []
Fine Dining and Masstige Consumption: Examining the Role of Brand Experience, Trust, and Happiness Using PLS-SEM and ANN Analysis
—Muskan Chaurasia, Rajeev Kumar Panda []
Positive Affecter and the Path to Green Gamified Banking: Unveiling the Mediation effect of E-banking Services
—Obaid ul Rehman, Tang Zhongjun, Muhammad Farrukh Shahzad []
Overcoming High Dimensionality: A Case of Consumer Anarchism
—S. Umit Kucuk, Marc Sobel []
The Humanity Paradox: Unraveling the Power of Animosity in Leading Boycotts – Evidence from Egypt
—Menna Abdelshafy, Ahmed Yehia Ebeid, Kenji Yokoyama, Mahmoud Fawzy Mohamed []
Frugality Can Be Central to Product Success: A View of Frugal Innovation, Perceived Value, and Purchase Intention
—Justin R. Muñoz []
Enhancing the Customer’s Purchase Intention Through Strategic e-WOM Credibility
—Anuradha, Amarjeet Kaur Malhotra []
The Model of Student-University Relationship Development: The Role of University Brand Love
—Chonlada Sajjanit, Nopadol Rompho []