Marketing Digital

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

Journal of Marketing, Volume 90, Issue 5, Page 149-166, September 2026. This article introduces Digital In-Context Experiments (DICE), an experimental paradigm that enables researchers to study entire social media feeds while tracking users’ granular behavioral data at the post level. Current research paradigms (vignette-…Journal of Marketing, Volume 90, Issue 5, Page 149-166, September 2026. <br/>This

Journal of Marketing, Volume 90, Issue 6, Page 48-68, November 2026. Prior alliance research in marketing has largely focused on factors that enhance alliance stability. Yet alliance terminations can also be valuable, in that they are intricately linked with firms’ strategies to (re)allocate resources to create financial …Journal of Marketing, Volume 90, Issue 6, Page

Journal of Marketing, Volume 90, Issue 4, Page 52-73, July 2026. Despite firms’ emphasis on product visual aesthetics (PVA) for competitive advantage, questions remain regarding which aesthetic properties enhance PVA the most, the strength of PVA’s effect on consumer responses, and moderating factors. To address these …Journal of Marketing, Volume 90, Issue 4, Page 52-73,

Journal of Marketing, Volume 90, Issue 6, Page 135-156, November 2026. Millions of eligible lower-income people do not apply for government benefits. Increasing interest in applying for these benefits is a crucial concern for marketers and policymakers, as the underutilization of benefits limits their effectiveness. This …Journal of Marketing, Volume 90, Issue 6, Page 135-156,

Journal of Marketing, Volume 90, Issue 4, Page 97-121, July 2026. Despite being preventable and curable, cervical cancer claimed 350,000 lives globally in 2024 due to the low adoption of cervical cancer screening (CCS). An analysis of the institutional context in India revealed a lack of awareness and disempowering …Journal of Marketing, Volume 90, Issue

Journal of Marketing, Volume 90, Issue 6, Page 1-25, November 2026. Firms are increasingly facing decisions about operations in markets affected by geopolitical conflicts that attract global attention, but research illuminating the consequences of these decisions remains scarce. In this article, the authors develop a …Journal of Marketing, Volume 90, Issue 6, Page 1-25, November