Online relationship marketing Lena SteinhoffDenni ArliIrina V. Kozlenkova Conceptual/Theoretical Paper 19 December 2018 Pages: 369 - 393
The impact of superstar and non-superstar software on hardware sales: the moderating role of hardware lifecycle Richard T. GretzAshwin MalsheSuman Basuroy Original Empirical Research 13 February 2019 Pages: 394 - 416
Can attempts to delight customers with surprise gains boomerang? A test using low-price guarantees Sujay DuttaAbhijit GuhaDhruv Grewal Original Empirical Research 09 March 2017 Pages: 417 - 437
Unintended reward costs: the effectiveness of customer referral reward programs for innovative products and services David B. DoseGianfranco WalshRalf Elsner Original Empirical Research Open access 09 February 2019 Pages: 438 - 459
Herding in the consumption and purchase of digital goods and moderators of the herding bias Amy Wenxuan DingShibo Li Original Empirical Research 04 December 2018 Pages: 460 - 478
Endogeneity and marketing strategy research: an overview Oliver J. RutzGeorge F. Watson IV Review Paper 23 February 2019 Pages: 479 - 498
Value creation in consumption journeys: recursive reflexivity and practice continuity Melissa Archpru AkakaHope Jensen Schau Original Empirical Research 06 February 2019 Pages: 499 - 515
Consumer valorization strategies in traumatic extraordinary experiences Lez Trujillo TorresBenét DeBerry-Spence Original Empirical Research 30 March 2019 Pages: 516 - 531
The effects of scarcity on consumer decision journeys Rebecca HamiltonDebora ThompsonMeng Zhu Review Paper 20 September 2018 Pages: 532 - 550
Effective customer journey design: consumers’ conception, measurement, and consequences Christina KuehnlDanijel JozicChristian Homburg Original Empirical Research 07 January 2019 Pages: 551 - 568