Mar Theory


Marketing Theory, 21(2)


The haunting specter of retro consumption
Oscar Ahlberg, Joel Hietanen, and Tuomas Soila [Publisher] [Google Scholar]

Toward a divine economic system: Understanding exchanges in a religious consumption field
Samuelson Appau [Publisher] [Google Scholar]

Eudaimonia: The sociocultural value of consumers’ social labor
Silvia Biraghi, Daniele Dalli, and Rossella C. Gambetti [Publisher] [Google Scholar]

Value co-destruction: Review and conceptualization of interactive value formation
Per Echeverri and Per Skålén [Publisher] [Google Scholar]

Post-postmodern consumer authenticity, shantay you stay or sashay away? A netnography of RuPaul’s Drag Race fans
Brendan Canavan [Publisher] [Google Scholar]


Failure: Perspectives and prospects in marketing and consumption theory
Dannie Kjeldgaard, Mikkel Nøjgaard, Benjamin Julien Hartmann, Matthias Bode, Frank Lindberg, Lena Mossberg, and Jacob Östberg [Publisher] [Google Scholar]