POSTING TYPE: Journal News

Author: Christine Moorman

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Journal of Marketing News – May 2020

 Materials from the April Webinars on “Writing an Outstanding Review” are now available

• Special thanks to everyone who was able to attend our webinars. Seeing nearly 500 of you from all over the world was a nice distance-disrupting event for Chris and Harald! For those of you that missed the webinar, we have posted the deck we used and video of the second webinar (with questions) in the reviewing section of the JM This section also contains links about conflicts of interests and how to update your reviewer profile.

Forthcoming articles in Online First: https://journals.sagepub.com/toc/jmxa/0/0

Upcoming Webinar on May 27 at 1PM Eastern

• How to Register: https://www.ama.org/events/webinar/jm-webinar-series-insights-for-managers/
• Featured articles:

“Branding Cultural Products in International Markets”: Cultural products with brand name recognition in their home countries often are translated for overseas markets. The trend is to stay as close as possible to the original name, particularly for well-branded products (e.g., Batman movies). However, reframing a brand name may sometimes be necessary if it is culturally distant to foreign consumers. A new study in the Journal of Marketing uses Hollywood movies shown in China from 2011 to 2018 to offer important insights on this topic. Authors include Weihe Gao, Li Ji, and Qi Sun (Shanghai University of Finance and Economics) and Yong Liu (University of Arizona).

“The Customer Experience Secrets of Leisure Brands”: The world’s top leisure brands have built empires by creating sticky journeys that keep customers as engaged as possible. Athletes don’t just work out at CrossFit; they’re obsessed with it. Gamers don’t just play Pokémon Go for a little while; they’re hooked for hours on end. Singles on Tinder don’t just hunt for new partners; they love the hunt itself. The secret behind these breakthrough brands is creating an unusual—sticky—journey that defies all the usual rules of marketing. The authors of this Journal of Marketing article, “Customer Experience Journeys: Loyalty Loops versus Involvement Spirals,” will share their fresh insights on these powerful journeys. Authors include Anton Siebert and Andrew Lindridge (Newcastle University), Ahir Gopaldas (Fordham University), and Cláudia Simões (University of Minho).