Review of Marketing Science
2003 - 2025
Current editor(s): Ram C. Rao From De Gruyter Bibliographic data for series maintained by Peter Golla (). Access Statistics for this journal.
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Volume 23, issue 1, 2025
- Personal Innovation, Optimism, Electronic Word of Mouth, and Perceived Factors Affect the Behavioral Intention to Adopt QR Code Payments pp. 1-26

- Nguyen-Tan Loi and Le-Hoang Phuong Viet
- What I Like! The Joint Impact of Attitude, Perceived Quality, and Experience on Brand Loyalty: Semi-Parametric Additive Mixed Modeling pp. 27-56

- Höfling T. Tim A., Walter Nadine, Kuhlenkasper Torben and Alpers Georg W.
- Evaluation of Consumer Masstige Brand Relationship Between Generations pp. 57-89

- Rodrigues Paula, Sousa Ana and Borges Ana Pinto
- Changing Preferences Toward Autonomous Products: Exploring the Roles of Involvement and Temporal Distance to Purchase pp. 91-116

- Kikuchi Fumiaki and Ehara Maori
- Maximizing the Consumer Connection: Avatars, Emotions, and Effective Virtual Influencer Advertising pp. 117-137

- Dondapati Abhishek
- Evaluating the Resident Support for Cultural Tourism Through a Revised Social Exchange Theory Approach pp. 139-171

- Gaonkar Sadanand and Sukthankar Sitaram V.
- How to Design Keywords in Search Engine Advertising: A Multi-group Comparison Based on the Search Volume of the Product Type pp. 173-206

- Ampler Nadine, Lehmann-Zschunke Nina and Olbrich Rainer
- Key Determinants of Successful Advertising in the Context of SMEs: An Empirical Analysis in Ecuador pp. 207-229

- Pérez-Campdesuñer Reyner, Sánchez-Rodríguez Alexander, García-Vidal Gelmar, Martínez-Vivar Rodobaldo and Margarita De Miguel-Guzmán
- Fine Dining and Masstige Consumption: Examining the Role of Brand Experience, Trust, and Happiness Using PLS-SEM and ANN Analysis pp. 231-273

- Chaurasia Muskan and Panda Rajeev Kumar
- Positive Affecter and the Path to Green Gamified Banking: Unveiling the Mediation effect of E-banking Services pp. 275-312

- Rehman Obaid Ul, Zhongjun Tang and Farrukh Shahzad Muhammad
- Overcoming High Dimensionality: A Case of Consumer Anarchism pp. 313-326

- Kucuk S. Umit and Sobel Marc
- The Humanity Paradox: Unraveling the Power of Animosity in Leading Boycotts – Evidence from Egypt pp. 327-353

- Abdelshafy Menna, Ebeid Ahmed Yehia, Yokoyama Kenji and Mohamed Mahmoud Fawzy
- Frugality Can Be Central to Product Success: A View of Frugal Innovation, Perceived Value, and Purchase Intention pp. 355-389

- Muñoz Justin R.
- Enhancing the Customer’s Purchase Intention Through Strategic e-WOM Credibility pp. 391-427

- Anuradha and Malhotra Amarjeet Kaur
- The Model of Student-University Relationship Development: The Role of University Brand Love pp. 429-462

- Sajjanit Chonlada and Rompho Nopadol
Volume 22, issue 1, 2024
- Reduction of Ivory Product Purchase in China: The Role of Cultural Values on Ethical Consumption pp. 1-24

- Xiao Ge, Ma Han and Lee HyeRyeon
- The Prospection and Retrospection of Experiential Purchases as More Meaningful Memories: Social and Affective Implications pp. 25-42

- Puente-Diaz Rogelio and Cavazos-Arroyo Judith
- How Brands Can Influence Consumers’ Attitudes Towards Visiting Brand-related destinations pp. 43-56

- Ruz-Mendoza Miguel A. and Chabán Omar
- Consumer Behaviour on AI Applications for Services: Measuring the Impact of Value-Based Adoption Model on Luxurious AI Resorts’ Applications pp. 57-85

- Skandali Dimitra, Magoutas Anastasios and Tsourvakas Georgios
- AI-Powered Augmented Reality App Satisfies My Beauty Needs and Want pp. 87-115

- Butt Asad Hassan, Ahmad Hassan, Khan Naeem, Mumtaz Usman and Muzaffar Asif
- The 4Ps Marketing Strategy as a Driver of Dynamic Capabilities: Path to Consumer/Voter Satisfaction pp. 117-132

- Antoniades Nicos and Buoye Alexander
- Authenticity as a Strategic Weapon: Navigating the Social Media Battlefield to Enhance Brand Loyalty pp. 133-167

- Ahmad Sohail, Liang Li, Iqbal Ahmad and Hussain Sarki Irshad
- Allurement of Augmented Reality on Behavioral Intention: Delineating the Role of Visual Appeal and Arousal Using Information System Success Model pp. 169-192

- Kumar Satinder and Malhotra Dipti
- Don’t Tell Me to Have, but to Do It! The Role of Luxury Desirability Motives in Reducing Counterfeiting Schadenfreude pp. 193-217

- Khan Sameeullah, Fazili Asif Iqbal and Bashir Irfan
- “Gusto” or “Taste”? Anglicisms Change Perceived Product Risk and Product Appeal in Italian Print Advertising pp. 219-252

- Hu Zhimin, James Mark X., Testa Giorgio and Navarrete Eduardo
- Does Advertising Facilitate Supplier-Provided Trade Credit? pp. 253-279

- Omar Farooq and Saleem Kashif
- Understanding the Incongruent Brand Personalities on Social Media: Evidence from Indian Brands pp. 281-309

- Vallabhajosula Anand and Daruri Venkata Srinivas Kumar
Volume 21, issue 1, 2023
- The Rise of the Non-Fungible Token (NFT) Market in Turkey: The Effect of Social Media Interaction and the Need for Uniqueness on NFT Purchase Intention* pp. 1-16

- Efendioğlu İbrahim Halil
- Walk in Someone Else’s Shoes: Fan Group Behavior and Rivalry in Sport and Athletic Footwear Brands pp. 17-33

- Havard Cody T., Reams Lamar and Hutchinson Michael
- Dynamic Formation of Quality Expectations: Theory and Empirical Evidence pp. 35-75

- Fruchter Gila E., Reutterer Thomas, Dickert Stephan and Vacondio Martina
- A Systematic Analysis of Higher Educational Content Over Social Media for Engagement Optimization pp. 77-110

- Saikia Prakrit and Barman Himadri
- Developing Affective Brands: Paratextualization in the Entertainment Industry pp. 111-141

- Maranhão de Souza-Leão André Luiz, Moura Bruno Melo, Lopes Mariana Almeida de Souza, Batista Marília Abigail Meneses, Melo Maria Eduarda da Mota and Santos Juliana Francisca Dutra Dos
- How Does Social Media Impact Consumers’ Sustainable Purchase Intention? pp. 143-168

- Arora Nilesh, Rana Meghna and Prashar Sanjeev
- Packaging Global Warming Products: The CIS Strategy as a Driver of Gen Z’s Satisfaction and Loyalty pp. 169-186

- Antoniades Nicos
- How to Improve the Performance of Email Marketing Campaigns? A Field Experiment Using the Authority Principle to Improve Email Performance pp. 187-194

- Defau Laurens, Zauner Alexander and Sycik Anna
- Marketing Journal Rankings: Active Scholar Assessment pp. 195-243

- Currie Russell, Pandher Gurupdesh and Voyer Peter
- Further Insight into the Usage of Bank Cards Over Cash at the Point-of-Sale? pp. 245-269

- Ettis Saïd Aboubaker
- Exploring Must-know Criteria for Effective Customer Segmentation in Online Market Using AHP pp. 271-294

- Sekandari Elham and Aghaei Iman
- The Impact of Customer Perceived Justice on Target-Based Customer Citizenship Behaviors: The Mediating Effects of Customer Trust and Affective Commitment pp. 295-326

- Ali Ahmed Hassaan and Song Jing
- Unveiling Brand Convergence in Consideration Sets: The Effects of Purchase for Self or Others and Product Nature pp. 327-346

- Kikuchi Fumiaki
Volume 20, issue 1, 2022
- On the Role of Ad Networks: To Endogenize or Not to Endogenize the Number of Bidders in Auctions? pp. 1-20

- Pahwa Parneet
- Profile Photos’ Impact in Online Reviews: The Effect of Cultural Differences pp. 21-36

- Peter Broeder
- Attitudes Toward Global and Local Consumer Culture and the Meanings of Brands pp. 37-61

- Kim Jung Seek
- On the Determinants of Online Short Videos’ Effectiveness Relative to Parents’ Attitudes, Behavioural Intentions and Consideration of Alternatives pp. 63-82

- Konstantoulaki Kleopatra, Rizomyliotis Ioannis, Lionakis Konstantinos and Chen Yiheng
- Predicting User Response Behaviour towards Social Media Advertising and e-WoM Antecedents pp. 83-112

- Rana Meghna and Arora Nilesh
- Revisiting the Recent History of Consumer Behavior in Marketing Journals: A Topic Modeling Perspective pp. 113-145

- Ozansoy Çadırcı Tugce
- Service Dominant Logic and Market Orientation: A Case Study of Brazilian Agribusiness Firms pp. 147-173

- Albuquerque Mariangela Duarte Soares and Martins Tomas Sparano
- How Do Different Brand Equity Measures Affect Long-Term Promotional Effectiveness? pp. 175-205

- Shi Yuying
- Why Is the Placebo Effect Different in Marketing? A Study on Moderating Persuasion by Authority pp. 207-232

- Herrero Eliane, Mantovani Daielly Melina Nassif and Lopes Evandro Luiz
- Exploring the Sources of Consumer-Based Brand Equity in the Cryptocurrency Market pp. 233-255

- Boukis Achilleas
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