https://link.springer.com/journal/11747/46/3

Editorial

Making emerging phenomena a research priority
Manjit S. Yadav

Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value
Sander F. M. Beckers, Jenny van Doorn & Peter C. Verhoef

When marketing strategy meets culture: the role of culture in product evaluations
Reo Song, Sangkil Moon, Haipeng (Allan) Chen & Mark B. Houston

Effects of offline ad content on online brand search: insights from super bowl advertising
Deepa Chandrasekaran, Raji Srinivasan & Debika Sihi

Effect of analysts’ earnings pressure on marketing spending and stock market performance
Imran S. Currim, Jooseop Lim & Yu Zhang

Marketers’ use of alternative front-of-package nutrition symbols: An examination of effects on product evaluations
Christopher L. Newman, Scot Burton, J. Craig Andrews, Richard G. Netemeyer & Jeremy Kees

Retail space invaders: when employees’ invasion of customer space increases purchase intentions
Carol L. Esmark & Stephanie M. Noble

Pricing hybrid bundles by understanding the drivers of willingness to pay
Jeffrey Meyer, Venkatesh Shankar & Leonard L. Berry

Do life events always lead to change in purchase? The mediating role of change in consumer innovativeness, the variety seeking tendency, and price consciousness
Nicole Koschate-Fischer, Wayne D. Hoyer, Nicola E. Stokburger-Sauer & Jan Engling

Where does pride lead? Corporate managerial hubris and strategic emphasis
MinChung Kim, Guiyang Xiong & Kwang-Ho Kim

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