International Journal of Research in Marketing

2008 - 2025

Current editor(s): Roland Rust

From Elsevier
Bibliographic data for series maintained by Catherine Liu ().

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Volume 42, issue 4, 2025

Introduction to the Special Issue: The Game of Life – The Role of Videogames in Marketing pp. 929-935

P.K. Kannan and Michael Haenlein

Navigating toxic playgrounds: Managing reputational and financial brand safety in multiplayer video games pp. 936-956

Stefan F. Bernritter, Ilias Danatzis, Jana Möller-Herm and Francesca Sotgiu

The impact of gender expectations on the evaluation of video game livestreaming content pp. 957-974

Roman Welden, Laurel Johnston and Jonathan Hasford

Personalized game design for improved user retention and monetization in freemium games pp. 975-995

Eva Ascarza, Oded Netzer and Julian Runge

Missing the forest for the trees: Does collective brand engagement help or hurt consumption for video games? pp. 996-1019

Keith Marion Smith, Mirella Kleijnen, Yakov Bart, Koen Pauwels and John Hulland

Focal and peripheral consumption journeys across virtual and physical realities: A study of online gaming pp. 1020-1038

Alex Baudet and Marie-Agnès Parmentier

Maniac Mansion or Wing Commander? The attenuating influence of video game adoption on stress signals in times of forced isolation pp. 1039-1057

Stefanie Dewender and Raoul V. Kübler

The rise of the subscription model in the video game console industry: Unveiling the commercial consequences for platform owners and video game sellers pp. 1058-1083

Michiel Van Crombrugge and Stefan Stremersch

How expansion to the Nintendo Switch impacts PC players’ game usage and spending: A study of an omni-channel strategy pp. 1084-1104

Wooyong Jo and Michael Lewis

Add on or move on: Do in-game purchases help or hurt upgrading to newer game versions? pp. 1105-1124

Olga Ungureanu, Rutger van Oest and Nico Schauerte

Exploring player cocreation dynamics on the gaming platform: Interplay of goal fulfillments, orchestration actions, and platform affordances pp. 1125-1142

Hsiu-Yu Hung, Ajay Kumar, V. Kumar, Chih-Cheng Lin and Kim Hua Tan

The impact of “use in moderation” corporate social marketing (CSM) campaigns on free-to-play mobile game app usage and spending pp. 1143-1162

Yashar Bashirzadeh, Stacey L. Howard-Malek, Amanda P. Yamim, J. Andrew Petersen and Ali Nadalizadeh

Volume 42, issue 3, 2025

Blockchain meets marketing: from concept to impactful research pp. 487-490

Renana Peres, Martin Schreier, David A. Schweidel and Alina Sorescu

Non-Fungible Tokens (NFTs) as digital brand extensions: Evidence on financial performance and parent-brand spillovers pp. 491-521

Leif Brandes and Katharina Dölp

Setting sail in a tokenized world: An exploration of the Bored Ape Yacht Club and the co-created consumer experience pp. 522-535

Myriam Brouard

Unveiling investment vs. ownership perspectives among NFT buyers: A segmentation study exploring engagement patterns in NFT markets pp. 536-556

Arnd Vomberg and Mats von Gegerfelt

Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands pp. 557-572

Wuxia Bao, Liselot Hudders, Shubin Yu and Emma Beuckels

The value of distinctiveness: Product uniqueness in crypto marketing pp. 573-593

Sophie M. Berghueser and Martin Spann

Rarity, the WTA-WTP disparity, and price adjustments in the NFT market pp. 594-609

Yuanyuan Liu, Bingrui Huangfu, Zheng Qiao and Xi Zhao

On the role of provenance in NFT trades pp. 610-625

Soogand Alavi, Ernan Haruvy and Ying Xie

Awe helps NFTs. The added value of object-inspired awe for blockchain-based digital art pp. 626-643

Jana-Verena Gerhart, Aysu Senyuz and Bernadette Kamleitner

Gender and racial price disparities in the NFT marketplace pp. 644-667

Yuan Yuan, Xiao Liu, Shunyuan Zhang and Kannan Srinivasan

Balancing generosity with profitability: The role of relative market price and value perceptions in crypto philanthropy pp. 668-683

Hyunjung Crystal Lee, Eline L.E. De Vries and Rahil Hosseini

Herding behavior in NFT Auction: The role of visual complexity and familiarity pp. 684-710

Peiwen Xie, Eunsoo Kim, Shun Yin Lam and Sadat Reza

Decoding blockchain data for research in marketing: New insights through an analysis of share of wallet pp. 711-727

Björn Hanneke, Bernd Skiera, Thilo Gerwien Kraft and Oliver Hinz

Not all AI is created equal: A meta-analysis revealing drivers of AI resistance across markets, methods, and time pp. 729-751

Meike Zehnle, Christian Hildebrand and Ana Valenzuela

Oops! Sorry, my bad: How apologizing for trivial mistakes in direct email campaigns leads to positive customer evaluations pp. 752-767

Laura De Kerpel, Anneleen Van Kerckhove and Tina Tessitore

Frames of consumer mobilization and modern slavery pp. 768-787

Rohit Varman, Michal Carrington, Andreas Chatzidakis and Deirdre Shaw

The impact of nutrition claims on purchase behavior for food products pp. 788-808

Niels Holtrop, Kathleen Cleeren, Kelly Geyskens and Peter C. Verhoef

A meta-analysis of corporate social responsibility effects: The role of stakeholder type and country factors pp. 809-826

Chenming Peng, Martin Eisend, Diandian Xiang, Zengxiang Chen and Hong Zhao

A neglected consumer neuroscience technique: Pupillometry and its practical application to consumer research pp. 827-843

Aaron N. McInnes and Billy Sung

Transaction-level wage transparency: How fair wage disclosure affects consumer preferences pp. 844-865

Lucas Stich, Christoph Ungemach, Christoph Fuchs, Martin Spann, Ignazio Ziano and Birga M. Schumpe

The effectiveness of advertising and price during conflict delistings pp. 866-885

Marleen Hermans, Kathleen Cleeren and Néomie Raassens

On the persistent mischaracterization of Google and Facebook A/B tests: How to conduct and report online platform studies pp. 886-903

Johannes Boegershausen, Yann Cornil, Shangwen Yi and David J. Hardisty

Improvisation in new product alliances pp. 904-928

Alok Kumar, Ravi Agarwal, Argha Sen, Amit Saini and Aric Rindfleisch

Volume 42, issue 2, 2025

To post or not to post: How minority opinion and posting frequency impact online review posting pp. 235-254

Jana Möller-Herm, Sabrina A. Gottschalk and Alexander Mafael

Strange case of Dr. Bidder and Mr. Entrant: Consumer preference inconsistencies in costly price offers pp. 255-274

Robert Zeithammer, Lucas Stich, Martin Spann and Gerald Häubl

Online reviews: A literature review and roadmap for future research pp. 275-297

Martina Pocchiari, Davide Proserpio and Yaniv Dover

A method for measuring consumer confusion due to lookalike labels pp. 298-315

Martin Schoemann, Piet van de Mosselaar, Sonja Perkovic and Jacob L. Orquin

Physical appearance improvements increase prosocial behavior pp. 316-334

Natalia Kononov, Danit Ein-Gar and Stefano Puntoni

Ideators’ success in innovation tournaments: Participation, productivity, or pressure? pp. 335-364

Christian Pescher, Gerard J. Tellis and Johann Füller

Visual complexity, brand gender, and ad effectiveness pp. 365-390

Siyun Chen, Veronika Ponomarenko, Linxiang Lv and David Ahlstrom

Consumer responses to weakness revelation of human brands: The role of authenticity pp. 391-410

Maggie Wenjing Liu, Junhui Huang, Qichao Zhu and Xiaolong Zheng

Theorizing regressive nostalgia: Understanding exclusionary consumers as a brand threat pp. 411-432

Chloe Preece, Finola Kerrigan and O’Reilly, Daragh

Winning seats: Contingency selling in markets with limited capacity and diverse preferences pp. 433-449

Peng Wang, Bikram Ghosh and Yong Liu

Breakage analysis for profitability management in high-value, low-frequency loyalty programs pp. 450-466

Marcel Goić, Ricardo Montoya and Isamar Troncoso

If it ain’t broke, should you still fix it? Effects of incorporating user feedback in product development on mobile application ratings pp. 467-486

Zeynep Aydin Gokgoz, M. Berk Ataman and Gerrit H. van Bruggen

Volume 42, issue 1, 2025

Measuring the long-term impact of business school research on academia, teaching, society and decision makers pp. 1-12

Michael Haenlein and Andrew Jack

The power of generative marketing: Can generative AI create superhuman visual marketing content? pp. 13-31

Jochen Hartmann, Yannick Exner and Samuel Domdey

Balancing exclusivity and inclusivity through the strategic domestication of the luxury retail experience pp. 32-54

Alain Debenedetti, Déborah Philippe and Delphine Dion

Value outcomes in Airbnb as a chronotopic service pp. 55-73

Marian Makkar, Samuelson Appau and Russell W. Belk

When waiting makes sense: How consumer anticipation affects later evaluations pp. 74-94

Tunyaporn Vichiengior, Claire-Lise Ackermann and Adrian Palmer

Emoji marketing: Toward a theory of brand paralinguistics pp. 95-112

Jacob Almaguer, Reto Felix and Colleen M. Harmeling

Decision support system development for store flyer space allocation: Leveraging own- and cross-category sales effects pp. 113-132

Saeid Vafainia, Robert P. Rooderkerk, Els Breugelmans and Tammo H.A. Bijmolt

Customer traffic and customer experience: Creating a contrived similarity to address the crowding dilemma pp. 133-152

Lili Wenli Zou and Yim, Chi Kin (Bennett)

Party over product: People exaggerate the influence of political cues on others’ consumption preferences pp. 153-170

Justin Pomerance and Leaf Van Boven

Does the online direct channel cannibalize or synergize the retail Network? The moderating impact of retailer competitive strength pp. 171-191

Michiel Van Crombrugge, Niels Holtrop, Kathleen Cleeren and Els Breugelmans

Introducing specialist private labels: How reducing manufacturers’ competing assortment size affects retailer performance pp. 192-211

Stijn Maesen

Toward open science in marketing research pp. 212-233

Lachlan Deer, Susanne J. Adler, Hannes Datta, Natalie Mizik and Marko Sarstedt