Marketing Digital

OREO y BTS edición limitada México: galletas con sabor a hotteok, grabados únicos y homenaje a ARMY. Disponibles en tiendas de conveniencia y autoservicio.OREO y BTS edición limitada México: galletas con sabor a hotteok, grabados únicos y homenaje a ARMY. Disponibles en tiendas de conveniencia y autoservicio. Read More

Journal of Marketing, Volume 90, Issue 5, Page 187-204, September 2026. Following trends on social media has become increasingly popular. But what is the best way to do so? Should brands and other creators copy the trend as closely as possible, or should they put a more unique spin on it? To answer this question,

Journal of Marketing, Volume 90, Issue 5, Page 167-186, September 2026. Despite research on clustering strategies in franchised systems, little is known about its impact on outlet survival during times of economic adversity. In this research, the authors identify two governance mechanisms used by franchisors that vary at a …Journal of Marketing, Volume 90, Issue

Journal of Marketing, Volume 90, Issue 4, Page 1-26, July 2026. Knowledge is a key resource in marketing, and an assumption across literatures is that a firm must prevent valuable knowledge from leaking to competitors. This research develops a theoretical framework that calls for rethinking this view by offering a …Journal of Marketing, Volume 90,

Journal of Marketing, Volume 90, Issue 5, Page 125-148, September 2026. Novice art pricing is an understudied domain. Novice artists operate as microenterprises, making crucial price-setting decisions. Research shows that newcomers often risk overpricing or underpricing their work, and existing online tools offer basic, cost-…Journal of Marketing, Volume 90, Issue 5, Page 125-148, September 2026.

Journal of Marketing, Volume 90, Issue 4, Page 122-144, July 2026. Contextual advertising involves matching features of ads to features of the media context where they appear. The authors propose AdGazer, a new machine learning procedure to support contextual advertising. It comprises a theoretical framework organizing …Journal of Marketing, Volume 90, Issue 4, Page 122-144,

Journal of Marketing, Volume 90, Issue 5, Page 55-76, September 2026. New forms of shared micromobility services, such as e-scooters, are growing rapidly across cities. However, their impact beyond the retail and restaurant sectors is less understood in the marketing literature. The authors examine how the entry of e-…Journal of Marketing, Volume 90, Issue 5,

Journal of Marketing, Volume 90, Issue 6, Page 176-194, November 2026. Managers often face the challenge of protecting the parent brand’s equity when launching brand extensions into low-fit categories. This article recommends that managers minimize any negative impact of low-fit extensions by using a unique segmentation …Journal of Marketing, Volume 90, Issue 6, Page 176-194,

Journal of Marketing, Volume 90, Issue 4, Page 145-164, July 2026. A firm’s innovation activity is often judged by the number and type of new products it launches, but when these products are introduced may be equally important, especially before going public. This research investigates how the temporal pattern of new …Journal of Marketing, Volume

Journal of Marketing, Volume 90, Issue 6, Page 114-134, November 2026. Consumers are often faced with multiple unit offers (e.g., $40 for 5 lb of coffee) in the marketplace and must figure out how to evaluate them. Although the total price (e.g., $40) is always provided, the associated rate information is not (e.g., $8/lb of