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Marketing Communications Courses

A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products
Bernadette Kamleitner, Carina Thürridl, and Brett A.S. Martin (2019)

A Meta-Analysis of Electronic Word-of-Mouth Elasticity
Ya You, Gautham G. Vadakkepatt, and Amit M. Joshi​​​​​​​​​​​​​​ (2015)

A Thematic Exploration of Digital, Social and Mobile Marketing: Research Evolution from 2000-2015 and Agenda for Future Inquiry​:
Cait Lamberton and Andrew T. Stephen (2016)

App Popularity: Where in the World Are Consumers Most Sensitive to Price and User Ratings?
Raoul Kübler, Koen Pauwels, Gökhan Yildirim and Thomas Fandrich (2018)

Can Advertising Investments Counter the Negative Impact of Shareholder Complaints on Firm Value?
Simone Wies, Arvid O. I. Hoffmann, Jaakko Aspara, and Joost M. E. Pennings (2019)

Creating Effective Online Customer Experiences
Alexander Bleier, Colleen M. Harmeling, and Robert W. Palmatier (2019)

Evaluating the Effectiveness of Retailer-Themed Super Saver Events
Jonne Y. Guyt and Els Gijsbrechts (2020)

Gear Manufacturers as Contestants in Sports Competitions: Breeding and Branding Returns
Yvonne van Everdingen, Vijay Ganesh Hariharan, and Stefan Stremersch (2019)

Group Marketing: Theory, Mechanisms, and Dynamics:
Colleen M. Harmeling, Robert W. Palmatier, Eric (Er) Fang, and Dianwen Wang (2017)

Knowing What It Makes: How Product Transformation Salience Increases Recycling
Karen Page Winterich, Gergana Y. Nenkov, and Gabriel E. Gonzales (2019)

Price Promotions and Popular Events
Wiebke I.Y. Keller, Barbara Deleersnyder, and Karen Gedenk (2019)

Speed Up, Size Down: How Animated Movement Speed in Product Videos Influences Size Assessment and Product Evaluation
He (Michael) Jia, B. Kyu Kim, and Lin Ge (2019)

Successfully Communicating a Cocreated Innovation
Helen Si Wang, Charles H. Noble, Darren W. Dahl, and Sungho Park (2019)

The Informational Value of Social Tagging Networks:
Hyoryung Nam and P.K. Kannan (2014)

Uniting the Tribes: Using Text for Marketing Insight
Jonah Berger, Ashlee Humphreys, Stephan Ludwig, Wendy W. Moe, Oded Netzer and David A. Schweidel (2020)

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence
Gerrard J. Tellis, Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang (2018)

When and Why Saying “Thank You” Is Better Than Saying “Sorry” in Redressing Service Failures: The Role of Self-Esteem
Yanfen You, Xiaojing Yang, Lili Wang and Xiaoyan Deng (2020)

Video Content Marketing: The Making of Clips
Xuan Liu, Savannah Wei Shi, Thales Teixeira, and Michel Wedel (2018)

Search other Insights in the Classroom​
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