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Journal of Marketing

Journal of Marketing

Published in Association with American Marketing Association
Other Titles in:
Business & Management | Marketing

eISSN: 15477185 | ISSN: 00222429 | Current volume: 89 | Current issue: 4 Frequency: Bi-monthly

The Journal of Marketing (JM) develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. It is the premier outlet for substantive research in marketing. Since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Read the complete JM Editorial Cornerstones.

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Learn more about JM at AMA.org.

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Our editorial philosophy builds on the Journal of Marketing’s distinguished legacy while seeking to foster the next generation of marketing thought. We view ourselves as stewards of JM and will follow six editorial cornerstones during our tenure as editors.

Editor in Chief
Jan-Benedict E.M. Steenkamp University of North Carolina at Chapel Hill, USA
Coeditors
Marc Fischer University of Cologne, Germany
Kelly Haws Vanderbilt University, USA
Maura Scott The Arizona State University, USA
Rebecca Slotegraaf Indiana University, USA
Advisory Board
Rajesh Chandy London Business School
Pradeep Chintagunta University of Chicago, USA
Rajdeep Grewal University of North Carolina at Chapel Hill, USA
Mike Hanssens University of California, Los Angeles
Ajay Kohli Georgia Institute of Technology, USA
John Lynch University of Colorado Boulder, USA
Murali Mantrala University of Kansas, USA
Christine Moorman Duke University, USA
Robert Palmatier University of Washington, USA
Linda Price University of Wyoming, USA
AMA Vice President of Publications
Roland Rust University of Maryland, USA
Associate Editors
Michael Ahearne University of Houston, USA
Jennifer Argo University of Alberta, Canada
Anocha Aribarg University of Michigan, USA
Alixandra Barasch University of Colorado Boulder, USA
Fleura Bardhi City University of London, UK
Simon Blanchard Georgetown University, USA
Lauren Block Baruch College, USA
Simona Botti London Business School, UK
Michael Brady Florida State University, USA
Aaron R. Brough Utah State University, USA
Anindita Chakravarty University of Georgia, USA
Amber Epp University of Wisconsin-Madison, USA
Christoph Fuchs University of Vienna, Austria
Frank Germann University of Notre Dame, USA
Katrijn Gielens University of North Carolina at Chapel Hill, USA
Kelly Goldsmith Vanderbilt University, USA
Michael Haenlein ESCP Europe, France
David Hardesty University of Kentucky, USA
Jan Heide University of Wisconsin-Madison, USA
Kelly Hewett University of Tennessee, USA
Mark Houston Texas Christian University, USA
Ming-Hui Huang National Taiwan University, Taiwan
Ashlee Humphreys Northwestern University, USA
Yuwei Jiang Hong Kong Polytechnic University, Hong Kong
Gita Johar Columbia University, USA
P.K. Kannan University of Maryland, USA
Vamsi Kanuri University of Notre Dame, USA
Ajay K. Kohli Georgia Institute of Technology, USA
Praveen Kopalle Dartmouth College, USA
Robert Kozinets University of Southern California, USA
Alok Kumar University of Nebraska, USA
Tarun Kushwaha University of Wisconsin–Madison, USA
Shijie Lu University of Notre Dame, USA
Girish Mallapragada Indiana University, USA
Detelina Marinova University of Missouri, USA
Martin Mende Arizona State University, USA
Robert Meyer University of Pennsylvania, USA
Sarah Moore University of Alberta, Canada
Andrea Morales Arizona State University, USA
Neil Morgan University of Wisconsin–Madison, USA
Brian Murtha University of Kentucky, USA
Grant Packard York University, Canada
Neeru Paharia Arizona State University, USA
Vanessa M. Patrick University of Houston, USA
Adithya Pattabhiramaiah Georgia Institute of Technology, USA
Connie Pechmann University of California - Irvine, USA
Stefano Puntoni Erasmus University Rotterdam, Netherlands
Rishika Rishika North Carolina State University, USA
Alok R. Saboo Georgia State University, USA
Adriana Samper Arizona State University, USA
Martin Schreier Vienna University of Economics and Business, Austria
Shrihari Sridhar Texas A&M University, USA
Vanitha Swaminathan University of Pittsburgh, USA
Claudia Townsend University of Miami, USA
Michael Trusov University of Maryland, USA
Nita Umashankar San Diego State University, USA
Francesca Valsesia University of Washington, USA
Ralf Van der Lans Hong Kong University of Science and Technology, China
Jenny van Doorn University of Groningen, Netherlands
Harald van Heerde University of New South Wales, Australia
Xin (Shane) Wang Virginia Tech, USA
Caleb Warren University of Arizona, USA
Simone Wies Goethe University, Frankfurt, Germany
Keith Wilcox Texas A&M University, USA
Manjit S. Yadav Texas A&M University, USA
Jie Zhang University of Maryland, USA
Jonathan Z. Zhang Colorado State University, USA
Editorial Review Board
Pankaj Aggarwal University of Toronto, Canada
Kusum Ailawadi Dartmouth College, USA
Kersi Antia Western University, Canada
Eva Ascarza Harvard University, USA
Rajesh Bagchi Virginia Tech, USA
Cem Bahadir Florida International University, USA
Rajeev Batra University of Michigan, USA
Simon Bell University of Melbourne, Australia
Silvia Bellezza Columbia University, USA
C. B. Bhattacharya University of Pittsburgh, USA
Tammo Bijmolt University of Groningen, the Netherlands
Dipayan Biswas University of South Florida, USA
Alexander Bleier Frankfurt School of Finance & Management, Germany
Andrea Bonezzi New York University, USA
Tonya Bradford University of California, Irvine, USA
Els Breugelmans KU Leuven, Belgium
Lisa Cavanaugh University of British Columbia, Canada
Kimmy Chan Hong Kong Baptist University, China
Pierre Chandon INSEAD, France
Sandeep Chandukala Singapore Management University, Singapore
Haipeng Chen University of Iowa, USA
Yixing Chen University of Notre Dame, USA
Kathleen Cleeren KU Leuven, Belgium
Anatoli Colicev University of Liverpool, UK
John Costello University of Notre Dame, USA
Samantha N.N. Cross Babson College, USA
Darren Dahl University of British Columbia, Canada
Hannes Datta Tilburg University, Netherlands
Barbara Deleersnyder Tilburg University, the Netherlands
Xiaoyan Deng Ohio State University, USA
Peter Ebbes HEC Paris, France
Alexander Edeling KU Leuven, Belgium
Ryan Elder Brigham Young University, USA
Fred Feinberg University of Michigan, USA
Eileen Fischer York University, Canada
Robert Fisher University of Alberta, Canada
Beth Fossen Indiana University, USA
Martin Paul Fritze Ludwig Maximilian University of Munich, Germany
Emily Garbinsky Cornell University, USA
Mrinal Ghosh University of Arizona, USA
Maarten Gijsenberg University of Groningen, The Netherlands
Manpreet Gill University of South Carolina, USA
Shyam Gopinath University of Iowa, USA
Lauren Grewal Dartmouth College, USA
Amir Grinstein Northeastern University, USA
Flora Gu Hong Kong Polytechnic University, Hong Kong
Jonne Guyt University of Amsterdam, The Netherlands
Mahima Hada Baruch College, USA
Henrik Hagtvedt Boston College, USA
Ryan Hamilton Emory University, USA
Kyuhong Han Korea University, South Korea
Colleen Harmeling Florida State University, USA
Kelly Herd University of Connecticut, USA
Dennis Herhausen Vrije Universiteit Amsterdam, The Netherlands
Donna Hoffman George Washington University, USA
Arvid Hoffmann University of Adelaide, Australia
Sebastian Hohenberg University of Münster, Germany
Christian Hughes Case Western Reserve University, USA
Michael Hui University of Macau, China
Chris Hydock Tulane University, USA
Mathew Isaac Seattle University, USA
Ramkumar Janakiraman North Carolina State University, USA
Sandy Jap Emory University, USA
Bernard Jaworski Claremont Graduate University, USA
Leslie John Harvard University, USA
Yogesh Joshi University of Maryland, USA
Kartik Kalaignanam University of South Carolina, USA
Constantine Katsikeas University of Leeds, UK
Kristopher O. Keller University of North Carolina at Chapel Hill, USA
Mansur Khamitov Indiana University, USA
Sara Kim University of Hong Kong, Hong Kong
TI Tongil Kim University of Texas at Dallas, USA
Ahmet Kirca Michigan State University, USA
Anne Klesse Erasmus University, the Netherlands
Irina Kozlenkova University of Virginia, USA
Manfred Krafft University of Münster, Germany
Thomas Kramer University of California, Riverside, USA
Kirk Kristofferson Western University, Canada
Son Lam University of Georgia, USA
Bart De Langhe KU Leuven, Belgium
Andreas Lanz University of Basel, Switzerland
Justin Lawrence Oklahoma State University, USA
Ju-Yeon Lee Iowa State University, USA
Leonard Lee National University of Singapore, Singapore
Sanghak Lee Arizona State University,USA
Alice Li The Ohio State University, USA
Shibo Li Indiana University, USA
Barak Libai Interdisciplinary Center Herzliya, Israel
Arjen van Lin Tilburg University, Netherlands
Peggy Liu University of Pittsburgh, USA
Michael Lowe Georgia Institute of Technology, USA
Stephan Ludwig Monash University, Australia
Liye Ma University of Maryland, USA
Yu Ma McGill University, USA
Ashwin Malshe University of Texas, San Antonio, USA
Kelly Martin Colorado State University, USA
Daniel McCarthy The University of Maryland, USA
Brent McFerran Simon Fraser University, Canada
Ravi Mehta University of Illinois Urbana-Champaign, USA
Valentyna Melnyk University of New South Wales, Australia
Shiri Melumad University of Pennsylvania, USA
Erik Mooi University of Melbourne, Australia
Unnati Narang University of Illinois Urbana-Champaign, USA
Vishal Narayan University of Connecticut, USA
Gergana Nenkov Boston College, USA
Hristina Nikolova Northeastern University, USA
Stephanie Noble University of Tennessee, USA
Tom Novak George Washington University, USA
Stephen M. Nowlis Washington University, USA
Joseph Nunes University of Southern California, USA
Nailya Ordabayeva Boston University, USA
Andrea Ordanini Bocconi University, Italy
Max J. Pachali Tilburg University, The Netherlands
Dominik Papies University of Tübingen, Germany
Renana Peres Hebrew University of Jerusalem, Israel
Akshay Rao University of Minnesota, USA
Brian Ratchford University of Texas at Dallas, USA
Rebecca Reczek The Ohio State University, USA
Daniel Ringel University of North Carolina at Chapel Hill, USA
Maria Rodas University of Illinois Urbana-Champaign, USA
Julian Saint Clair Loyola Marymount University, USA
Kevin L. Sample University of South Carolina, USA
Daiane SCARABOTO University of Melbourne, Australia
Hope Schau University of California, Irvine, USA
Thomas Scholdra University of Cologne, Germany
David A. Schweidel Emory University, USA
Julio Sevilla University of Georgia, USA
Denish Shah Georgia State University, USA
Qiaowei Shen Peking University, China
Huanhuan Shi Texas A&M University, USA
Sunil K. Singh University of Nebraska–Lincoln, USA
Bernd Skiera Goethe University Frankfurt, Germany
Ashish Sood University of California - Riverside, USA
Francesca Sotgiu Vrije Universiteit Amsterdam, Netherlands
S. Sriram University of Michigan, USA
Florian Stahl University of Mannheim, Germany
Sarang Sunder Indiana University, USA
Courtney Szocs Pennsylvania State University, USA
Craig Thompson University of Wisconsin - Madison, USA
Debora Thompson Georgetown University, USA
Seshadri Tirunillai University of Houston, USA
Rima Touré-Tillery Northwestern University, USA
Demetrios Vakratsas McGill University, Canada
Ana Valenzuela Baruch College, USA
Christophe Van den Bulte University of Pennsylvania, USA
Stijin Van Osselaer Cornell University, USA
Rajkumar Venkatesan University of Virginia, USA
Peeter Verlegh Vrije Universiteit Amsterdam, Netherlands
Franziska Volckner University of Cologne, Germany
Clay Voorhees University of Alabama, USA
Yanwen Wang University of British Columbia, Canada
Nooshin Warren University of Arizona, USA
Kenneth Wathne University of Stavanger, Norway
Michelle Weinberger Northwestern University, USA
Hauke Wetzel University of New South Wales, Australia
Tiffany White University of Illinois Urbana-Champaign, USA
Kimberly A. Whitler University of Virginia, USA
Julian R.K. Wichmann Tilburg University, The Netherlands
Thorsten Wiesel University of Münster, Germany
Michael Wiles Arizona State University, USA
Freeman Wu Vanderbilt University, USA
Guiyang Xiong Syracuse University, USA
Chi Kin (Bennett) Yim University of Hong Kong, Hong Kong
Alex Zablah University of Tennessee, USA
Georgios Zervas Boston University, USA
Bo Zhou University of Maryland, USA
AMA Editorial Staff
T.J. Anderson Academic Content Manager
Jess Barselow Production Editor
Karin Horler Senior Copy Editor
Michelle Kritselis Publisher, Academic Communities and Journals
Marilyn Stone Director, Academic Communities and Journals
Matt Weingarden Exceutive Vice President, Communities and Journals
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