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Volume 80, Number 1
January 2016

Editorial: My Reflections on Publishing in Journal of Marketing
V. Kumar

Ashish Kumar, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, and P.K. Kannan
  • We investigate the effects of firm-generated content (FGC) in social media on customer behavior. We find that FGC has a significant, positive effect on customers’ spending, cross-buying, and profitability. We also find FGC has synergistic effect with traditional (e.g., TV Ad) and digital media (e.g., e-mail).
Saurabh Mishra and Sachin B. Modi
  • Evaluating the role of marketing capability in the relationship between corporate social responsibility (CSR) and shareholder wealth, this study finds that CSR efforts affect stock returns and idiosyncratic stock risk only in the presence of high marketing capability.
Woojung Chang and Steven A. Taylor
  • Through a meta-analysis examining the contexts in which customer participation can be used as a more effective strategy to improve NPD performance, we find that the returns from customer participation vary substantially across contexts.​
Bulent Menguc, Seigyoung Auh, Constantine S. Katsikeas, and Yeon Sung Jung
  • We examine the boundary conditions under which customer orientation (mis)fit affects coworker relationship quality and find that the effect of customer orientation fit is weaker when group size is large, service climate is strong, and leaders form unequal relationships with employees.
Johannes Habel, Laura Marie Schons, Sascha Alavi, and Jan Wieseke
  • We find that a firm's corporate social responsibility (CSR) activities exhibit not only a positive effect on customers' evaluation of the firm's price fairness but also a negative effect owing to customers' inference of price markup. 
Christopher R. Plouffe, Willy Bolander, Joseph A. Cote, and Bryan Hochstein 
  • The effectiveness of frontline employee (FLE) influence tactics differs when used across important stakeholder targets​​ (i.e., customers, the internal business team, and external business partners), and noncustomer stakeholder targets are most predictive of FLE sales performance.