Review of Marketing Science

2003 - 2026

Current editor(s): Ram C. Rao

From De Gruyter
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Volume 24, issue 1, 2026

Why travellers Share Their Experiences on Social Media: A Uses and Gratifications Approach for Profile-Based Versus Content-Based Social Media Sites pp. 1-43

Catalán Sara, Marchan Júlia and Oliveira Tiago

Would You Like Some Risk with That? Willingness to Pay for the Extended Service Contract Warranty pp. 45-67

Loveland James M., Loveland Katherine E. and Kuang Yunmei (Mei)

The Dual Impact of Consumers’ Role Conflict on Value Creation pp. 69-103

Liu Pu, Bai Menglan, Wang Meihan, Li Mengqi and Guo Lingyun

Influencers as Brand Architects: Co-Creation and Customer Experience in Tourism pp. 105-135

Chatzopoulou Evi, Poulis Athanasios, Rizomyliotis Ioannis and Κonstantoulaki Kleopatra

The Effects of Consumer’s Approach Behaviors on Purchase Intention in TikTok Livestream: The Closer Look at Consumer’s Attitudes pp. 137-165

Nguyen-Thanh Nhan, Nguyen Tri Huong, Ngoc Khanh Doan Nguyen, Yusoh Mouhammach, Chau Thien Hieu and Thi Kim Anh Nguyen

From Love to Loyalty: The Role of Brand Compassion in Brand Relationships Among Fashion Consumers pp. 167-191

Hussain Khalid, Fetscherin Marc, Junaid Muhammad and Ali Moazzam

The Effect of Virtual Influencers’ Appearance on Social Presence and Consumer Engagement: Does Animism Trump Anthropomorphism? pp. 193-221

Park Jeongsoo, Zourrig Haithem and Becheur Imene

Masstige Consumption Propensity as Consumer Trait: ‘Scale Development’ and ‘Validation’ pp. 223-277

Chaurasia Muskan and Panda Rajeev Kumar

Managing Marketing: The Elevated View of Marketing within Firms pp. 279-321

Gnizy Itzhak

Consumers’ Ethical Beliefs and Dark Traits: Their Influence on Masstige Perception and Brand Evangelism in an Emerging Market pp. 323-353

Malik Infas and Jain Hem Chand

“In Brand We Trust”: How Brand Equity Can Influence a Firm’s Default Risk pp. 355-381

Zhang Chi, Nie Zi and Song Meizhe

Navigating the Personalization Paradox: Pathways to Consumer Engagement Through Loyalty and Avoidance in the Digital Era pp. 383-407

Santos Bárbara, Borges Ana Pinto Pinto, Rodrigues Paula and Vieira Elvira

Exploring the Influence of Psychological and Emotional Elements on Green Purchase Intentions pp. 409-439

Magrizos Solon and Tsiakos Nikolaos

Consumer Behavior Toward AI-Powered Chatbots in Interactive Marketing: The Moderating Role of Perceptual Psychology pp. 441-470

Le-Hoang Phuong Viet, Cam-Tu Nguyen Thi, Thu-Ha Nguyen Thi and Nguyen-Tan Loi

Touristic Consumers’ Compulsive Buying and Post-Purchase Regret: The Moderating Influence of Social Media Use Frequency pp. 471-500

Metin Cemre and Uca Karacabey Selda

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, Alexander Sánchez-Rodríguez, 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