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Review of Marketing Science

2003 - 2025

Current editor(s): Ram C. Rao

From De Gruyter
Bibliographic data for series maintained by Peter Golla ().

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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 Downloads
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 Downloads
Höfling T. Tim A., Walter Nadine, Kuhlenkasper Torben and Alpers Georg W.
Evaluation of Consumer Masstige Brand Relationship Between Generations pp. 57-89 Downloads
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 Downloads
Kikuchi Fumiaki and Ehara Maori
Maximizing the Consumer Connection: Avatars, Emotions, and Effective Virtual Influencer Advertising pp. 117-137 Downloads
Dondapati Abhishek
Evaluating the Resident Support for Cultural Tourism Through a Revised Social Exchange Theory Approach pp. 139-171 Downloads
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 Downloads
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 Downloads
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 Downloads
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 Downloads
Rehman Obaid Ul, Zhongjun Tang and Farrukh Shahzad Muhammad
Overcoming High Dimensionality: A Case of Consumer Anarchism pp. 313-326 Downloads
Kucuk S. Umit and Sobel Marc
The Humanity Paradox: Unraveling the Power of Animosity in Leading Boycotts – Evidence from Egypt pp. 327-353 Downloads
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 Downloads
Muñoz Justin R.
Enhancing the Customer’s Purchase Intention Through Strategic e-WOM Credibility pp. 391-427 Downloads
Anuradha and Malhotra Amarjeet Kaur
The Model of Student-University Relationship Development: The Role of University Brand Love pp. 429-462 Downloads
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 Downloads
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 Downloads
Puente-Diaz Rogelio and Cavazos-Arroyo Judith
How Brands Can Influence Consumers’ Attitudes Towards Visiting Brand-related destinations pp. 43-56 Downloads
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 Downloads
Skandali Dimitra, Magoutas Anastasios and Tsourvakas Georgios
AI-Powered Augmented Reality App Satisfies My Beauty Needs and Want pp. 87-115 Downloads
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 Downloads
Antoniades Nicos and Buoye Alexander
Authenticity as a Strategic Weapon: Navigating the Social Media Battlefield to Enhance Brand Loyalty pp. 133-167 Downloads
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 Downloads
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 Downloads
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 Downloads
Hu Zhimin, James Mark X., Testa Giorgio and Navarrete Eduardo
Does Advertising Facilitate Supplier-Provided Trade Credit? pp. 253-279 Downloads
Omar Farooq and Saleem Kashif
Understanding the Incongruent Brand Personalities on Social Media: Evidence from Indian Brands pp. 281-309 Downloads
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 Downloads
Efendioğlu İbrahim Halil
Walk in Someone Else’s Shoes: Fan Group Behavior and Rivalry in Sport and Athletic Footwear Brands pp. 17-33 Downloads
Havard Cody T., Reams Lamar and Hutchinson Michael
Dynamic Formation of Quality Expectations: Theory and Empirical Evidence pp. 35-75 Downloads
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 Downloads
Saikia Prakrit and Barman Himadri
Developing Affective Brands: Paratextualization in the Entertainment Industry pp. 111-141 Downloads
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 Downloads
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 Downloads
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 Downloads
Defau Laurens, Zauner Alexander and Sycik Anna
Marketing Journal Rankings: Active Scholar Assessment pp. 195-243 Downloads
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 Downloads
Ettis Saïd Aboubaker
Exploring Must-know Criteria for Effective Customer Segmentation in Online Market Using AHP pp. 271-294 Downloads
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 Downloads
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 Downloads
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 Downloads
Pahwa Parneet
Profile Photos’ Impact in Online Reviews: The Effect of Cultural Differences pp. 21-36 Downloads
Peter Broeder
Attitudes Toward Global and Local Consumer Culture and the Meanings of Brands pp. 37-61 Downloads
Kim Jung Seek
On the Determinants of Online Short Videos’ Effectiveness Relative to Parents’ Attitudes, Behavioural Intentions and Consideration of Alternatives pp. 63-82 Downloads
Konstantoulaki Kleopatra, Rizomyliotis Ioannis, Lionakis Konstantinos and Chen Yiheng
Predicting User Response Behaviour towards Social Media Advertising and e-WoM Antecedents pp. 83-112 Downloads
Rana Meghna and Arora Nilesh
Revisiting the Recent History of Consumer Behavior in Marketing Journals: A Topic Modeling Perspective pp. 113-145 Downloads
Ozansoy Çadırcı Tugce
Service Dominant Logic and Market Orientation: A Case Study of Brazilian Agribusiness Firms pp. 147-173 Downloads
Albuquerque Mariangela Duarte Soares and Martins Tomas Sparano
How Do Different Brand Equity Measures Affect Long-Term Promotional Effectiveness? pp. 175-205 Downloads
Shi Yuying
Why Is the Placebo Effect Different in Marketing? A Study on Moderating Persuasion by Authority pp. 207-232 Downloads
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 Downloads
Boukis Achilleas
Page updated 2025-10-21