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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)

Connecting to Place, People, and Past: How Products Make Us Feel Grounded
Eichinger, Isabel, Martin Schreier, and Stijn M.J. van Osselaer (2021)

Serendipity: Chance Encounters in the Marketplace Enhance Consumer Satisfaction
Kim, Aekyoung, Felipe M. Affonso, Juliano Laran & Kristina M. Durante (2021)

Communication in the Gig Economy: Buying and Selling in Online Freelance Marketplaces
Stephan Ludwig, Dennis Herhausen, Dhruv Grewal, Liliana Bove, Sabine Benoit, Ko de Ruyter, Peter Urwin (2021)

The Influence of Social Norms on Consumer Behavior: A Meta-Analysis
Vladimir Melnyk, Francois A. Carrillat, Valentyna Melnyk (2021)

The Economic and Social Impacts of Migration on Brand Expenditure: Evidence from Rural India
Vishal Narayan, Shreya Kankanhalli (2021)

The Concept of Authenticity: What it Means to Consumers
Joseph C. Nunes, Andrea Ordanini, Gaia Giambastiani (2021)

Regulating Product Recall Compliance in the Digital Age: Evidence from the “Safe Cars Save Lives” Campaign
Sotires Pagiavlas, Kartik Kalaignanam, Manpreet Gill, Paul D. Bliese (2021)

Increasing Organ Donor Registrations with Behavioral Interventions: A Field Experiment
Nicole Robitaille, Nina Mazar, Claire I. Tsai, Avery M. Haviv, Elizabeth Hardy (2021)

How Industries Use Direct-to-Public Persuasion in Policy Conflicts: Asymmetries in Public Voting Responses
Kathleen Seiders, Andrea Godfrey Flynn, Gergana Nenkov (2021)

Is Distance Really Dead in the Online World? The Moderating Role of Geographical Distance on the Effectiveness of Electronic Word of Mouth
Vilma Todri, Panagiotis Adamopoulos, Michelle Andrews (2021)

Marketing Ideas: How to Write Research Articles that Readers Understand and Cite
Nooshin L. Warren, Matthew Farmer, Tianyu Gu, Caleb Warren (2021)

Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices
Lingrui Zhou, Katherine M. Du, and Keisha M. Cutright (2021)

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