Consumers' Response to Commercials: When the Energy Level in the Commercial Conflict with the Media Context ( Nancy M. Puccinelli, Keith Wilcox, & Dhruv Grewal )
A Meta-Analysis of Electronic Word-of-Mouth Elasticity ( Ya Yo, Gautham G. Vadakkepatt, & Amit M. Joshi )
Navigating the Institutional Logics of Market: Implications for Strategic Brand Management ( Burcak Ertimur & Gocken Coskuner-Balli )
Gambled Price Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts ( Sascha Alavi, Torsten Bornemann, & Jan Wieseke )
Beyond Fungible: Transforming Money into Moral and Social Resources ( Tonya Williams Bradford )
The Handmade Effect: What's Love Got to Do? ( Christoph Fuchs, Martin Schreier & Stijn M.J. van Osselaer )