TOC: J Acad Mar Sci


Journal of the Academy of Marketing Science, 44(3)


Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy
Rebecca Hamilton


The argument for consumer-based strategy papers
Darren W. Dahl


In support of consumer-based strategy research
John Deighton

Original Empirical Research

Value co-creation: concept and measurement
Kumar Rakesh Ranjan & Stuart Read

Chicken or egg? Sequential complementarity among salesforce control mechanisms
Stephen K. Kim & Amrit Tiwana

The effects of creativity on advertising wear-in and wear-out
Jiemiao Chen, Xiaojing Yang & Robert E. Smith

Frontline employees’ collaboration in industrial service innovation: routes of co-creation’s effects on new service performance
María Leticia Santos-Vijande, José Ángel López-Sánchez & John Rudd

Linking cause assessment, corporate philanthropy, and corporate reputation
Ilona Szocs, Bodo B. Schlegelmilch, Thomas Rusch & Hamed M. Shamma

Re-conceptualizing cognitive and affective customer–company identification: the role of self-motives and different customer-based outcomes
Jeremy S. Wolter & J. Joseph Cronin