Journal of the Academy of Marketing Science

Adapting to succeed? Leveraging the brand equity of best sellers to succeed at the box office
Cross-category demand effects of price promotions
Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value
Leveraging customers’ multiple identities: identity synergy as a driver of organizational identification
On the value relevance of customer satisfaction. Multiple drivers and multiple markets
The role of lean launch execution and launch timing on new product performance
Transference and congruence effects on purchase intentions in online stores of multi-channel retailers: initial evidence from the U.S. and South Korea