Marketing Letters

2003 - 2024

Current editor(s): Joel Steckel and Peter Golder

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Volume 22, issue 4, 2011

Incorporating long-term effects in determining the effectiveness of different types of online advertising pp. 327-340

Ralph Breuer, Malte Brettel and Andreas Engelen

Do vendors benefit from promotions in a multi-vendor loyalty program? pp. 341-356

Matilda Dorotic, Dennis Fok, Peter Verhoef and Tammo Bijmolt

Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior pp. 357-371

Cristel Russell, Dale Russell and Jill Klein

A brand choice model for TV advertising management using single-source data pp. 373-389

Masataka Ban, Nobuhiko Terui and Makoto Abe

The relative advantages of benefit overlap versus category similarity in brand extension evaluation: The moderating role of self-regulatory focus pp. 391-404

Chung-Chau Chang, Bo-Chi Lin and Shin-Shin Chang

The impact of the amount of available information on decision delay: The role of common features pp. 405-421

Anish Nagpal, Adwait Khare, Tilottama Chowdhury, Lauren Labrecque and Ameet Pandit

Erratum to: How buyers forecast: Buyer–seller relationship as a boundary condition of the impact bias pp. 423-423

Ashwani Monga, Haipeng Chen, Michael Tsiros and Mona Sinha

Volume 22, issue 3, 2011

The joint effects of advertising and product trial: A source-monitoring perspective pp. 213-226

Doreen Kum and Yih Lee

Business strategy, marketing organization culture, and performance pp. 227-242

Stanley Slater, Eric Olson and Carol Finnegan

Counting your customers from an “always a share” perspective pp. 243-257

Shaohui Ma and Joachim Büschken

The influence of demand factors on dynamic competitive pricing strategy: An empirical study pp. 259-281

Abhik Roy and Jagmohan Raju

When the decision ball keeps rolling: An investigation of the Sisyphus effect among maximizing consumers pp. 283-296

François Carrillat, Daniel Ladik and Renaud Legoux

Store brand and store loyalty: The moderating role of store brand positioning pp. 297-313

Mercedes Martos-Partal and Óscar González-Benito

How does awareness evolve when advertising stops? The role of memory pp. 315-326

Ashwin Aravindakshan and Prasad Naik

Volume 22, issue 2, 2011

The effects of advertisement picture likeability on information search and brand choice pp. 101-113

Carl Obermiller and Alan Sawyer

How humor in advertising works: A meta-analytic test of alternative models pp. 115-132

Martin Eisend

A threshold model for respondent heterogeneity pp. 133-146

Sandeep Chandukala, Sylvia Long-Tolbert and Greg Allenby

The value of celebrity endorsements: A stock market perspective pp. 147-163

Haina Ding, Alexander Molchanov and Philip Stork

The role of brands in recruitment: A mixed-brand strategy approach pp. 165-179

John Kim, Kenneth York and Jeen-Su Lim

The out-of-region bias: Distance estimations based on geographic category membership pp. 181-196

Caglar Irmak, Rebecca Naylor and William Bearden

Detecting the impact of market factors on sales takeoff times of analog cellular telephones pp. 197-212

Towhidul Islam and Nigel Meade

Volume 22, issue 1, 2011

Deriving joint space positioning maps from consumer preference ratings pp. 1-14

Wayne DeSarbo, Joonwook Park and Vithala Rao

A social network analysis of customer-level revenue distribution pp. 15-29

Michael Haenlein

Do complainants appreciate overcompensation? A meta-analysis on the effect of simple compensation vs. overcompensation on post-complaint satisfaction pp. 31-47

Katja Gelbrich and Holger Roschk

To seek variety or uniformity: The role of culture in consumers’ choice in a group setting pp. 49-64

Song Yoon, Kwanho Suk, Seon Lee and Eun Park

Fee or free? How much to add on for an add-on pp. 65-78

Gila Fruchter, Eitan Gerstner and Paul Dobson

Advertising competition and industry channel structure pp. 79-99

Chih-Jen Wang, Ying-Ju Chen and Chi-Cheng Wu

Volume 21, issue 4, 2010

What you see may not be what you get: Asking consumers what matters may not reflect what they choose pp. 335-350

Simone Mueller, Larry Lockshin and Jordan Louviere

The economics of demonstrations: The effect of competition on demonstration and pricing strategies pp. 351-363

Amir Heiman

Putting market-facing technology to work: Organizational drivers of CRM performance pp. 365-383

Amit Saini, Rajdeep Grewal and Jean Johnson

A Little Something for Me and Maybe for You, Too: Promotions that Relieve Guilt pp. 385-395

Sooyeon Lee-Wingate and Kim Corfman

Consumption-related emotions over time: Fit between prediction and experience pp. 397-411

Maria Pollai, Erik Hoelzl and Flavia Possas

Guilty by stereotypic association: Country animosity and brand prejudice and discrimination pp. 413-425

Cristel Russell and Dale Russell

Volume 21, issue 3, 2010

Introduction to the Special Issue on B2B Research pp. 207-209

Sandy Jap and Dave Reibstein

Transaction costs, opportunism, and governance: Contextual considerations and future research opportunities pp. 211-222

Aric Rindfleisch, Kersi Antia, Janet Bercovitz, James Brown, Joseph Cannon, Stephen Carson, Mrinal Ghosh, Susan Helper, Diana Robertson and Kenneth Wathne

Channel design, coordination, and performance: Future research directions pp. 223-237

Alberto Sa Vinhas, Sharmila Chatterjee, Shantanu Dutta, Adam Fein, Joseph Lajos, Scott Neslin, Lisa Scheer, William Ross and Qiong Wang

The embedded sales force: Connecting buying and selling organizations pp. 239-253

Kevin Bradford, Steven Brown, Shankar Ganesan, Gary Hunter, Vincent Onyemah, Robert Palmatier, Dominique Rouziès, Rosann Spiro, Harish Sujan and Barton Weitz

Sales force modeling: State of the field and research agenda pp. 255-272

Murali Mantrala, Sönke Albers, Fabio Caldieraro, Ove Jensen, Kissan Joseph, Manfred Krafft, Chakravarthi Narasimhan, Srinath Gopalakrishna, Andris Zoltners, Rajiv Lal and Leonard Lodish

Empirical models of manufacturer-retailer interaction: A review and agenda for future research pp. 273-285

Kusum Ailawadi, Eric Bradlow, Michaela Draganska, Vincent Nijs, Robert Rooderkerk, K. Sudhir, Kenneth Wilbur and Jie Zhang

Calculating, creating, and claiming value in business markets: Status and research agenda pp. 287-299

Gary Lilien, Rajdeep Grewal, Douglas Bowman, Min Ding, Abbie Griffin, V. Kumar, Das Narayandas, Renana Peres, Raji Srinivasan and Qiong Wang

Behavioral research and empirical modeling of marketing channels: Implications for both fields and a call for future research pp. 301-315

Robert Meyer, Joachim Vosgerau, Vishal Singh, Joel Urbany, Gal Zauberman, Michael Norton, Tony Cui, Brian Ratchford, Alessandro Acquisti, David Bell and Barbara Kahn

Marketing modeling reality and the realities of marketing modeling pp. 317-333

Anne Coughlan, S. Choi, Wujin Chu, Charles Ingene, Sridhar Moorthy, V. Padmanabhan, Jagmohan Raju, David Soberman, Richard Staelin and Zhong Zhang

Volume 21, issue 2, 2010

Does new product growth accelerate across technology generations? pp. 103-120

Stefan Stremersch, Eitan Muller and Renana Peres

Modeling the effects of pharmaceutical marketing pp. 121-133

Peter Leeflang and Jaap Wieringa

Decomposing the effects of organizational memory on marketing implementation pp. 135-147

Stern Neill

Two-stage lotteries and the value of unresolved uncertainty pp. 149-162

Ido Erev and Ernan Haruvy

Consumer durables replacement decision-making: An overview and research agenda pp. 163-174

Joseph Guiltinan

Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation pp. 175-189

Nathalie Dens and Patrick Pelsmacker

Toward a contingency view of new product creativity: Assessing the interactive effects of consumers pp. 191-206

Gaia Rubera, Andrea Ordanini and David Mazursky

Volume 21, issue 1, 2010

The effect of synchronizing consumers' diurnal preferences with time of response on data reliability pp. 1-15

Jacob Hornik and Aner Tal

I’ll have the ice cream soon and the vegetables later: A study of online grocery purchases and order lead time pp. 17-35

Katherine Milkman, Todd Rogers and Max Bazerman

Making choices under conflict: The impact of decision frames pp. 37-51

Parthasarathy Krishnamurthy and Anish Nagpal

A cohort analysis of household vehicle expenditure in the U.S. and Japan: A possibility of generational marketing pp. 53-64

Kosei Fukuda

Here or there? Consumer reactions to corporate social responsibility initiatives: Egocentric tendencies and their moderators pp. 65-81

Dale Russell and Cristel Russell

Evaluation of structure and reproducibility of cluster solutions using the bootstrap pp. 83-101

Sara Dolnicar and Friedrich Leisch