https://link.springer.com/journal/11747/47/3

Online relationship marketing
Lena Steinhoff, Denni Arli, Scott Weaven & Irina V. Kozlenkova

The impact of superstar and non-superstar software on hardware sales: the moderating role of hardware lifecycle
Richard T. Gretz, Ashwin Malshe, Carlos Bauer & Suman Basuroy

Can attempts to delight customers with surprise gains boomerang? A test using low-price guarantees
Sujay Dutta, Abhijit Guha, Abhijit Biswas & Dhruv Grewal

Unintended reward costs: the effectiveness of customer referral reward programs for innovative products and services
David B. Dose, Gianfranco Walsh, Sharon E. Beatty & Ralf Elsner

Herding in the consumption and purchase of digital goods and moderators of the herding bias
Amy Wenxuan Ding & Shibo Li

Endogeneity and marketing strategy research: an overview
Oliver J. Rutz & George F. Watson

Value creation in consumption journeys: recursive reflexivity and practice continuity
Melissa Archpru Akaka & Hope Jensen Schau

Consumer valorization strategies in traumatic extraordinary experiences
Lez Trujillo Torres & Benét DeBerry-Spence

The effects of scarcity on consumer decision journeys
Rebecca Hamilton, Debora Thompson, Sterling Bone, Lan Nguyen Chaplin, Vladas Griskevicius, Kelly Goldsmith, Ronald Hill, Deborah Roedder John, Chiraag Mittal, Thomas O’Guinn, Paul Piff, Caroline Roux, Anuj Shah & Meng Zhu

Effective customer journey design: consumers’ conception, measurement, and consequences
Christina Kuehnl, Danijel Jozic & Christian Homburg

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