Research classified by Journal of Economic Literature (JEL) codes

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Top JEL
/ M: Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
/ / M3: Marketing and Advertising
/ / / M30: General
/ / / M31: Marketing
/ / / M37: Advertising
/ / / M38: Government Policy and Regulation
/ / / M39: Other

2015

• Major, Noreen, 2015, "Corporate giving at the Shakespeare Theatre Company, Washington, DC: ‘I can no other answer make but thanks, and thanks; and ever thanks’," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 1, pages 6-14, March.
• Rohn, Ulrike & Baumann, Sabine, 2015, "Media brands in social network sites: Problems German media companies have faced and lessons they have learned," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 1, pages 70-82, March.
• Fortunato, John A., 2015, "Sponsorship and the Elaboration Likelihood Model: BMW's 2014 Winter Olympic brand strategy," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 1, pages 83-95, March.
• Tamplin, Robert, 2015, "Editorial," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 104-105, August.
• Bear, Meg, 2015, "Survival of the fittest: Using social media to thrive in the 21st century," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 106-113, August.
• Rizzo, Tony, 2015, "Maximising results with data-driven financial marketing strategies," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 114-126, August.
• Oldani, Heather, 2015, "Six key principles for identifying and ensuring success in marketing channels," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 127-133, August.
• Bughin, Jacques, 2015, "Social media rewired," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 134-142, August.
• Seddon, Joanna, 2015, "Linking brand to business financials: How brand valuation has helped DuPont unlock the value of its portfolio," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 143-153, August.
• Neitzel, Janice, 2015, "Sustainable sourcing to innovate a private brand," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 154-160, August.
• Strachan Chun, Gaynor & Greenstein, M. A. & Kornfeld, Sarah, 2015, "Reading between the lines: Uncovering customer insights to deliver exceptional customer experiences," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 161-167, August.
• Giovanis, Kristen, 2015, "Building a global brand with corporate e-learning: Challenges, solutions and best practices for international businesses," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 168-176, August.
• Haig, Bill, 2015, "Brand credibility measurement: A new measure for brand equity/brand value: Part 1," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 177-189, August.
• Jones, Stacy, 2015, "`Branded Entertainment: Dealmaking Strategies & Techniques for Industry Professionals` by Stacy Jones," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 190-191, August.
• Nacinovich, Jr, 2015, "`B®and Psychology: Consumer Perceptions, Corporate Reputations` by Mario R. Nacinovich and Jennifer M. Barrett," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 192-194, August.
• Rozin, Randall, 2015, "`Creating Value, the Theory and Practice of Marketing Semiotics Research` by Randall Rozin," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 2, pages 195-195, August.
• Moody, Daryn, 2015, "Consumer branding," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 3, pages 200-200, October.
• Morrison, Gwen & Humlen, Anneliza, 2015, "People powered brands: How companies can inspire consumer action," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 3, pages 201-216, October.
• King, Helena, 2015, "Overcoming the barriers of the assisted living market: Developing successful marketing campaigns to connect with an over-50s audience," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 3, pages 217-223, October.
• Tasgal, Anthony, 2015, "Why we don't think the way we think we think: The theory and application of behavioural economics," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 3, pages 224-232, October.
• Mathews, Brandon, 2015, "Noble motives and net results: Micro-insurance in the supply chain — building revenue and customer loyalty while improving community resilience in fast-growing markets," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 3, pages 233-247, October.
• Hollensen, Svend & Schimmelpfennig, Christian, 2015, "Developing a glocalisation strategy: Experiences from Henkel's product launches in the Middle East and Europe," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 3, pages 248-258, October.
• Reeves, Martha, 2015, "21c Museum Hotels: A company breaking branding and product conventions," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 3, pages 259-266, October.
• Myers, Beth, 2015, "Cause-related marketing campaigns: Do consumer perceptions and brand motivations matter?," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 3, pages 267-280, October.
• Stöttinger, Barbara & Penz, Elfriede & Khan, Mubbsher Munawar, 2015, "Consumer and vendor perceptions of sport goods counterfeits in four counterfeit hubs," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 3, pages 281-290, October.
• Haig, Bill, 2015, "Brand credibility measurement: A new measure for brand equity/brand value: Part 2," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 3, pages 291-302, October.
• Moody, Daryn, 2015, "Editorial," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 308-309, December.
• Scoble, Moriah, 2015, "An SEO's perspective on how to manage international teams," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 310-314, December.
• Raj, Zain, 2015, "The information economy is dead: What CMOs should do now," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 315-321, December.
• Fielding, Daryl, 2015, "Non-verbal communication: The biggest brand-building asset in modern marketing," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 322-331, December.
• Thomson, Steve, 2015, "Activating and driving brand advocacy: Why every brand needs to be talked about," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 332-340, December.
• Nair, Mohan, 2015, "Uncovering the elements behind a transformational consumer experience," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 341-348, December.
• Davison, Lucy & Buckley, Paul, 2015, "The future's bright, the future's branded: How branding is the future of the marketing research industry," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 349-356, December.
• Cross, Bill, 2015, "The effective use of licensing in brand strategy," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 357-362, December.
• Lenn, Howard & Parsey, Melissa, 2015, "Case study: NAMI-NYC Metro," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 363-370, December.
• Schultz, Don E. & Block, Martin & Viswanathan, Vijay, 2015, "Exploring a marketing concept: Does marketing encourage the filling of the ‘empty self’, ie, is marketing purchase therapy?," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 371-387, December.
• Charlebois, Sylvain & Dimitropoulos, Kally & Haskins, Cory & Foller-Carroll, Anke, 2015, "Focus on Better Together: How co-branding can create strong synergies within a global company," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 388-402, December.
• Kolah, Ardi, 2015, "`Improving the Performance of Sponsorship` by Ardi Kolah," Journal of Brand Strategy, Henry Stewart Publications, volume 4, issue 4, pages 403-404, December.
• De Mooij, Marieke, 2015, "Cultural marketing: Maximising business effectiveness in a multicultural world," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 1, issue 1, pages 11-18, August.
• Beniflah, Jake & Hughes, Brian & Garcia, Carlos, 2015, "Paradigm shift: The effect of nativity and years-in-country on television programme viewing across three Hispanic generational levels," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 1, issue 1, pages 19-31, August.
• Villarreal, Ricardo & A. Blozis, Shelley, 2015, "The importance of the analytic approach to the Multigroup Ethnic Identity Measure in the study of Hispanic media behaviour," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 1, issue 1, pages 32-44, August.
• Singh, Nitish & Chun, Wootae & Benmamoun, Mamoun, 2015, "Moving beyond basic localisation: Culturally customising digital content," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 1, issue 1, pages 45-53, August.
• Beniflah, Jake, 2015, "Editorial," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 1, issue 1, pages 5-5, August.
• Staples, Edward & H. D. Fowler, Tiama, 2015, "Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 1, issue 1, pages 54-63, August.
• De Mooij, Marieke & Beniflah, Jake, 2015, "How culture drives cross-cultural advertising effectiveness: An interview with Dr Marieke de Mooij," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 1, issue 1, pages 6-10, August.
• S. Leslie, Neleen & Korzenny, Felipe, 2015, "The effect of cultural dimensions on brand loyalty of consumers in the USA," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 1, issue 1, pages 64-79, August.
• Trabulsi, Julia & Garcia-Garcia, Manuel & E. Smith, Michael, 2015, "Consumer neuroscience: A method for optimising marketing communication," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 1, issue 1, pages 80-89, August.
• Beniflah, Jake & C. Chatterjee, Sharmila, 2015, "An epistemological study of Hispanic marketing, 1979–2015: The need to bridge theory with practice," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 1, issue 1, pages 90-112, August.
• Moody, Daryn, 2015, "Editorial," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 305-306, February.
• Verrian, Darren & Kolah, Ardi, 2015, "Unlocking the power of data under the new EU General Data Protection Regulation," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 307-310, February.
• Rodríguez-Sola, Miguel-Ángel, 2015, "The future of digital banking: A conversation with Miguel-Ángel Rodríguez-Sola, Group Director for Digital, Marketing & Customer Development, Lloyds Banking Group," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 311-316, February.
• Bughin, Jacques, 2015, "Designing robust strategies for the digital age," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 317-326, February.
• Albarda, Maarten L., 2015, "The agency selection process: More than just a numbers game," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 327-332, February.
• Reynolds, Christopher, 2015, "Personalisation along the customer journey," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 333-337, February.
• Booth, David, 2015, "Digital success through data and analytics maturity," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 338-344, February.
• Vanhonacker, Wilfried R., 2015, "Surfing social-media waves to propel a brand’s momentum: What wave, and when and how to ride it to perfection," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 345-350, February.
• Leavesley, James, 2015, "Social media risk: Closing the management gap to safeguard reputation and productivity," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 351-357, February.
• Leonhardt, James M. & Johnston, Savannah, 2015, "Mayhem in social media," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 358-365, February.
• Wang, Ying & Lei, Weizhen, 2015, "How does sense of virtual community impact users’ content production in the social media context?," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 366-381, February.
• Kamerer, David, 2015, "Plug away: Disclosure of material connections in style blogs," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 2, issue 4, pages 382-392, February.
• Gabat, Selena, 2015, "Integrating social media at Sky Deutschland," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 11-20, May.
• Leonhardt, James M., 2015, "Going viral on YouTube," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 21-30, May.
• Roman, Ernan & Rude, Mike, 2015, "Human data: The powerful differentiator for Fedex, MassMutual and Gilt," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 31-36, May.
• Gentile, Matt, 2015, "Capturing the consumer in a constant stream of content," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 37-44, May.
• Moody, Daryn, 2015, "Editorial," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 4-4, May.
• Howley, Gemma, 2015, "Emerging trends within paid search marketing," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 45-51, May.
• Randolph, Thai & Eno, Daniel, 2015, "Social media: The e-mail slayer?," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 5-10, May.
• Falter, Meghan & Haseltine, Sam, 2015, "People, the channel," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 52-58, May.
• Yan, Jack, 2015, "The impact of digital and social media on branding," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 59-72, May.
• Buss, Jon, 2015, "Cross-device advertising: How to navigate mobile marketing’s next big opportunity," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 73-79, May.
• Morton, Flor & Treviño, Teresa & Sepúlveda, César, 2015, "Let’s make them talk: An exploratory study on word of mouth and social media," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 1, pages 80-94, May.
• Beckett, Simon, 2015, "Editorial," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 2, pages 101-102, September.
• Weber, Larry & Prodromou, Peter, 2015, "The digital consumer: Building attractive digital environments to increase engagement, views, shares and sales," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 2, pages 103-113, September.
• Pease, Diane, 2015, "Mobile marketing and paid search: Advertising’s way of the future," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 2, pages 114-124, September.
• Necsulescu, Nick M., 2015, "Multi-channel attribution and its role in marketing investment," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 2, pages 125-134, September.
• Pearson, Andrew W., 2015, "China’s social and mobile companies set to shake the tech world," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 2, pages 135-150, September.
• Hanson, Guy & Gibson, Richard, 2015, "Winning back your subscriber list to maximise e-mail marketing return on investment," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 2, pages 151-168, September.
• Wilson, Alan, 2015, "Social media: Entering the conversation," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 2, pages 169-174, September.
• Chishick, Toby, 2015, "Tapping into user habits to create a strong digital presence," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 2, pages 175-182, September.
• Jaber, Ayman, 2015, "The death of television commercials: Using social videos to enhance engagement and conversions," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 2, pages 183-188, September.
• Fine, Monica B. & Clark, Melissa N., 2015, "Here to stay or a thing of the past? A study into the perception of quick response codes," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 2, pages 189-199, September.
• Beckett, Simon, 2015, "Editorial," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 3, pages 197-198, December.
• Zucker, Dan, 2015, "Social media storytelling at scale," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 3, pages 199-208, December.
• Irons, Ben, 2015, "Revamping and rebooting your paid search campaign: Optimising paid search activity for success," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 3, pages 209-216, December.
• Edwards, Victoria, 2015, "Determining the right social media networks for your business," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 3, pages 217-228, December.
• Mitchell, Hannah & Perry, Hannah, 2015, "Online engagement, offline action," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 3, pages 229-235, December.
• Schlickum, Caspar, 2015, "How technology is causing an evolution and revolution in media," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 3, pages 236-244, December.
• Barker, Andy & Bailey, Keith, 2015, "#Delayed, disrupted, disappointed, dismayed, déjà vu: Connecting with delayed passengers in real time using social media and app-based research," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 3, pages 245-248, December.
• Hodson, Jaigris & Wilkes Iv, Gilbert V. & Daellenbach, Chris, 2015, "Content aggregation as a means to identify trends: The case of the iPhone 5s," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 3, pages 249-261, December.
• Najafi, Hossien L. & Miller, Darryl W., 2015, "Comparing analysis of social media content with traditional survey methods of predicting opening night box-office revenues for motion pictures," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 3, pages 262-278, December.
• Doherty, Aine & Kearns, James & O’Rourke, Vicky, 2015, "Integrating mobile into marketing strategy," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 3, issue 3, pages 279-287, December.
• Ayodotun, IBIDUNNI & Taiye, BORISHADE & Joy, DIRISU & Olaleke, OGUNNAIKE, 2015, "Determinants Of Consumers’ Perception Towards Pirated Products; The Case Of Social Entrepreneurs And Marketers In Music Industry," Management Strategies Journal, Constantin Brancoveanu University, volume 29, issue 3, pages 66-76.
• Claudio Candia Campano & Medardo Aguirre Gonz�lez, 2015, "Modelo de valor de marca para medios de prensa escritos en un contexto regional," Estudios Gerenciales, Universidad Icesi.
• REDDY, Srinivas K. & STAM, Antonie & AGRELL, Per J., 2015, "Brand equity, efficiency and valuation of professional sports franchises: the case of major league baseball," LIDAM Reprints CORE, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE), number 2706, Jan.
• Joanna Buchalska & Krzysztof Chmielewski & Agnieszka Doczekalska, 2015, "The concept of corporate reputation in marketing and Polish law — the search for interdisciplinary communication," Ekonomia i Prawo, Uniwersytet Mikolaja Kopernika, volume 14, issue 2, pages 189-203, June, DOI: 10.12775/EiP.2015.011.
• Fischer, Greg & Karlan, Dean, 2015, "The Catch-22 of External Validity in the Context of Constraints to Firm Growth," CEPR Discussion Papers, Centre for Economic Policy Research, number 10431, Feb.
• Mustafa Boz & Hüseyin Gürbüz & Sapargül Turdubekova, 2015, "The Role of Social Media in Marketing Communication: A Survey on University Students," Eurasian Business & Economics Journal, Eurasian Academy Of Sciences, volume 3, issue 3, pages 1-21, February, DOI: 10.17740/eas.econ.2015�V3-01.
• Alfredo Vi kovic & Vladimir Franki, 2015, "Coal Based Electricity Generation in South East Europe: A Case Study for Croatia," International Journal of Energy Economics and Policy, International Journal of Energy Economics and Policy, volume 5, issue 1, pages 206-230.
• Mara Madaleno & Victor Moutinho & Jorge Mota, 2015, "Time Relationships among Electricity and Fossil Fuel Prices: Industry and Households in Europe," International Journal of Energy Economics and Policy, International Journal of Energy Economics and Policy, volume 5, issue 2, pages 525-533.
• Noor Azmi Bin Hashim & Aliyu Olayemi Abdullateef & Bashir Danlami Sarkindaji, 2015, "The Moderating Infl uence of Trust on the Relationship between Institutional Image/Reputation, Perceived Value on Student Loyalty in Higher Education Institution," International Review of Management and Marketing, International Review of Management and Marketing, volume 5, issue 3, pages 122-128.
• Claudimar Pereira da Veiga & Cassia Rita Pereira da Veiga & Mônica Maier Giacomini & Heitor Takashi Kato & Jansen Maia Del Corso, 2015, "Evolution of Capabilities in the Discovery Cycle of an Innovation in the Pharmaceutical Market," International Review of Management and Marketing, International Review of Management and Marketing, volume 5, issue 3, pages 141-153.
• Chang, Shin-Shin & Chang, Chung-Chau & Liao, Yen-Yi, 2015, "A joint examination of effects of decision task type and construal level on the attraction effect," Journal of Economic Psychology, Elsevier, volume 51, issue C, pages 168-182, DOI: 10.1016/j.joep.2015.09.007.
• Dean Karlan & Greg Fischer, 2015, "The Catch-22 of External Validity in the Context of Constraints to Firm Growth," Working Papers, Economic Growth Center, Yale University, number 1045, Jan.
• Nebojsa Gijic, Oliver Dimitrijevic, Adriana Jovic-Bogdanovic, 2015, "Aggressive Implementation Of Digitization In The Modern Business," Ekonomika, Journal for Economic Theory and Practice and Social Issues, „Ekonomika“ Society of Economists, Niš (Serbia), number 2014-04, Jan.
• Svetlana Mihiæ, Danijela Dašiæ,Dejan Supiæ, 2015, "Analysis Of The Aspects Of Changing The Economic Paradigms In The World Economy (Xx – Xxi Centuries)," Ekonomika, Journal for Economic Theory and Practice and Social Issues, „Ekonomika“ Society of Economists, Niš (Serbia), number 2015-02, Jun.
• Sonja Petrov, Vesna Zubac, Miroslav Milojeviæ, 2015, "Social Networks As Marketing Channels," Ekonomika, Journal for Economic Theory and Practice and Social Issues, „Ekonomika“ Society of Economists, Niš (Serbia), number 2015-02, Jun.
• Niccol? Gordini & Elisa Rancati, 2015, "I fattori di adozione del mobile payment. Prime evidenze empiriche nel settore dei trasporti pubblici della citt? di Milano," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, volume 2015, issue 3, pages 483-498.
• Damian GUZEK, 2015, "‘Religious Radio Families’ between the social and economic needs," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 3, pages 33-39.
• Lorenzo UGOLINI, 2015, "Religion and advertising in italian media: a love-hate relationship?," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 4, pages 5-14.
• Irene BUHĂNIȚĂ, 2015, "Dimensions in CSR: an evaluation of current definitions," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 4, pages 64-72.
• Maria-Stella Etomchi Njoku & Chinedum Nduka & Ebere Rejoice Okocha, 2015, "Brand-Switching In Nigerian Banks: Evidence From Critical Incidents," Global Journal of Business Research, The Institute for Business and Finance Research, volume 9, issue 3, pages 83-89.
• Nicholas W. Bodouva, 2015, "The Influence Of Reference Group Values And Retail Image On Shopping Patronage At Airports," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, volume 8, issue 1, pages 65-77.
• Jamie J. Bodouva, 2015, "The Influence Of Employee Goal Orientations And Employee Self-Efficacy On Perceived Service Quality," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, volume 8, issue 2, pages 37-51.
• Manuela Camacho Gomez, 2015, "The Case Method And Teaching Marketing El Metodo Del Caso Y La Ensenanza Del Marketing," Revista Global de Negocios, The Institute for Business and Finance Research, volume 3, issue 2, pages 61-70.
• Carmen Elisa Lerma Cruz & Yuly Pauline Paredes Bedoya, 2015, "Symbolic Objects Of Consumption And Its Relationship With The Identity Construction Of The Consumers Generations In Cali Colombia, Objetos Simbolicos De Consumo Y Su Relacion Con La Construccion De Identidad De Las Generaciones De Consumidores En La ," Revista Global de Negocios, The Institute for Business and Finance Research, volume 3, issue 6, pages 75-88.
• Lucila Zarraga Cano & Gabriela Aracelly Solis Gonzalez & Cinthya Aranda de Paz, 2015, "Transduction As A Tool Of Competitiveness And Analysis Of The Quality Of The Service Offered By The Tour Guides Us In Cancun, Q. Roo, La Transduccion Como Herramienta De Competitividad Y Analisis De La Calidad Del Servicio Ofrecidos Por Los Guias De ," Revista Internacional Administracion & Finanzas, The Institute for Business and Finance Research, volume 8, issue 3, pages 69-78.
• Carmen Elisa Lerma Cruz, 2015, "Analysis Of The Marketing Experience Strategies Implemented By Chothing Brands In Two Shopping Center In Cali City, Analisis De Las Estrategias De Mercadeo De La Experiencia Implementadas Por Marcas De Prendas De Vestir, En Dos Centros Comerciales De," Revista Internacional Administracion & Finanzas, The Institute for Business and Finance Research, volume 8, issue 6, pages 107-119.
• Yongmin Chen & Tianle Zhang, 2015, "Interpersonal Bundling," Management Science, INFORMS, volume 61, issue 6, pages 1456-1471, June, DOI: 10.1287/mnsc.2014.2004.
• Mark Armstrong, 2015, "Search and Ripoff Externalities," Review of Industrial Organization, Springer;The Industrial Organization Society, volume 47, issue 3, pages 273-302, November, DOI: 10.1007/s11151-015-9480-1.
• Srinivas K. Reddy & Antonie Stam & Per J. Agrell, 2015, "Brand Equity, Efficiency and Valuation of Professional Sports Franchises: The Case of Major League Baseball," International Journal of Business and Social Research, LAR Center Press, volume 5, issue 1, pages 63-89, January.
• Andreas Hildenbrand & Rainer Kühl & Anne Piper, 2015, "Do Negative Headlines Really Undermine the Credibility of a Quality Label? A Quasi-Natural Experiment," MAGKS Papers on Economics, Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung), number 201514.
• Srinivas K. Reddy & Antonie Stam & Per J. Agrell, 2015, "Brand Equity, Efficiency and Valuation of Professional Sports Franchises: The Case of Major League Baseball," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, volume 5, issue 1, pages 63-89, January.
• Sidorchuk R.R., 2015, "Theoretical - Methodological Aspects Of Relationship Marketing Concepts And The Concept Of Entrepreneurship," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), volume 2, May.
• Jean-Pierre Dubé & Xueming Luo & Zheng Fang, 2015, "Self-Signaling and Prosocial Behavior: a Cause Marketing Mobile Field Experiment," NBER Working Papers, National Bureau of Economic Research, Inc, number 21475, Aug.
• Doh-Shin Jeon & Byung-Cheol Kim & Domenico Menicucci, 2015, "Price Discrimination by a Two-sided Platform: with Applications to Advertising and Privacy Design," Working Papers, NET Institute, number 15-08, Oct.
• Iva Buljabasic, 2015, "Impact Of Unconventional Advertising On Performance Of Cultural Institutions In City Of Osijek," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, volume 11, pages 1097-1105.
• Gabriele Hildmann & Ulrich Vossebein, 2015, "The Approach Of Systems Thinking In Strategic Marketing Controlling," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, volume 11, pages 1159-1172.
• Ana Pap & Marija Ham & Ana Turalija, 2015, "Product Policy Management As Part Of Sustainable Marketing Strategy," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, volume 11, pages 131-140.
• Eugen Petac & Petru? Duma, 2015, "Some Aspects of Intrusion Detection in IoE," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, volume 0, issue 1, pages 595-599, May.
• Oana Niþu & Claudiu Valentin Niþu & Cosmin Tileagã, 2015, "Customer Relationship Management Using Information Technology," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, volume 0, issue 2, pages 327-331, May.
• Oana Niþu & Claudiu Valentin Niþu & Cosmin Tileagã, 2015, "WEB 2.0 as a Customer Relationship Management Aplication - Specific Commercial Platform," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, volume 0, issue 2, pages 332-336, May.
• Roulet, Thomas, 2015, "Qu’il est bon d’être méchant! Paradoxe de l’illégitimité organisationnelle dans le contexte des banques d’investissement
  [It feels so good to be bad! Paradox of organizational illegitimacy in the context of investment banks]," MPRA Paper, University Library of Munich, Germany, number 61811, Jun.
• Dridi, Dhouha & Ben Youssef, Slim, 2015, "Local advertising externalities and cooperation in one manufacturer-two retailers channel with exogenous marginal profits," MPRA Paper, University Library of Munich, Germany, number 62697, Mar.
• Dridi, Dhouha & Ben Youssef, Slim, 2015, "Local advertising externalities and cooperation in one manufacturer-two retailers channel," MPRA Paper, University Library of Munich, Germany, number 62705, Mar.
• Dridi, Dhouha & Ben Youssef, Slim, 2015, "A Game Theoretic Framework for Competing/Cooperating Retailers under price and advertising dependent demand," MPRA Paper, University Library of Munich, Germany, number 63317, Mar.
• S, venkatesh & N, senthilkumar, 2015, "Effectiveness of humor advertising on advertising success," MPRA Paper, University Library of Munich, Germany, number 63973, Mar.
• S, venkatesh & N, senthilkumar, 2015, "Humor in advertising: a review on use of television radio and print advertising media," MPRA Paper, University Library of Munich, Germany, number 63978, Mar.
• S, venkatesh & N, senthilkumar, 2015, "Impact of Humor Advertising in Radio and Print Advertising - A Review," MPRA Paper, University Library of Munich, Germany, number 63979, Mar.
• Alam Kazmi, Syed Hasnain, 2015, "Brand the Pricing: Critical Critique," MPRA Paper, University Library of Munich, Germany, number 64984, Jun.
• Malhotra, Deepika, 2015, "Social paradigms of the digital marketing- an Indian perspective of Social Media Marketing," MPRA Paper, University Library of Munich, Germany, number 66405, Aug.
• Tausch, Arno, 2015, "Die Buchpublikationen der Nobelpreis-Ökonomen und die führenden Buchverlage der Disziplin. Eine bibliometrische Analyse
  [The book publications of the Nobel-Prize economists and the leading book publishers of the discipline. A bibliometric analysis," MPRA Paper, University Library of Munich, Germany, number 67224, Oct.
• Jalees, Tariq & Tariq, Huma & Zaman, Syed Imran & Alam Kazmi, Syed Hasnain, 2015, "Social Media in Virtual Marketing," MPRA Paper, University Library of Munich, Germany, number 69868, Mar, revised 10 Apr 2015.
• Satria, Rd. Okky & Suzanto, Boy & Sidharta, Iwan, 2015, "Measuring Customer Satisfaction and Loyalty through Student Perception on Mobile Broadband Usage Based On Consumer Satisfaction Index Model," MPRA Paper, University Library of Munich, Germany, number 76779, Jun, revised 15 Aug 2015.
• Tampubolo, Bantu & Purba, Martin, 2015, "Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Melalui Minat Beli (Studi Kasus Pada KASKUS)
  [Influence of Brand Image And Quality Service Through the Buying Decision Against Interests Buy (Case Study On KASKUS)]," MPRA Paper, University Library of Munich, Germany, number 77037, Nov.
• Emmanuel Selase Asamoah, 2015, "The effect of Corporate Social Responsibility on the competitiveness of firms in the Mobile Telecommunication industry in Ghana," Ekonomika a Management, Prague University of Economics and Business, volume 2015, issue 4.
• Wang, Zhongmin & Lee, Alvin & Polonsky, Michael, 2015, "Egregiousness and Boycott Intensity: Evidence from the BP Deepwater Horizon Oil Spill," RFF Working Paper Series, Resources for the Future, number dp-15-06, Feb.
• Cristina STATE, 2015, "The Long Way of Organizational Communication in Tourism: From Theory to Practice," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, volume 18, issue 1, pages 86-100, June.
• Claudiu-Mihail MANOLESCU & Dumitra STANCU & Elena MANOLESCU, 2015, "Development Of The Inflation Rate Relative Share Of Non-Performing Loans In Banking System," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, volume 9, issue 1, pages 918-931, November.
• Ionela Claudia ALECSA (?TIRBE?) & Florin POPESCU, 2015, "Project Portfolio – Competitive Advantage for Design&Construction Companies Marketing Their Activities," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, volume 16, issue 5, pages 635-653, December.
• Sharmuud Haliun & Seong-Do Cho, 2015, "The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, volume 1, issue 1, pages 4-14.
• Hanna Gorska-Warsewicz & Agnieszka Maciag, 2015, "Specificity of partnerships in the tourist sector based on the example of hotel system and tour operator. A case study (Specyfika wiezi miedzyorganizacyjnych w branzy turystycznej na przykladzie systemu hotelowego i touroperatora. Studium przypadku)," Problemy Zarzadzania, University of Warsaw, Faculty of Management, volume 13, issue 50, pages 133-146.
• Hilal Zen & Bahar Yasin, 2015, "The Role Of Rational And Emotional Evaluations In Predicting E-Wom Behavior," Journal of Academic Research in Economics, Spiru Haret University, Faculty of Accounting and Financial Management Constanta, volume 7, issue 2 (July), pages 169-190.
• Ana Suárez-Vázquez & José Quevedo, 2015, "Analyzing superstars’ power using support vector machines," Empirical Economics, Springer, volume 49, issue 4, pages 1521-1542, December, DOI: 10.1007/s00181-015-0923-1.
• Rocco Ciciretti & Iftekhar Hasan & Maya Waisman, 2015, "Distribution strategy and movie performance: an empirical note," Eurasian Economic Review, Springer;Eurasia Business and Economics Society, volume 5, issue 1, pages 179-187, June, DOI: 10.1007/s40822-015-0023-8.
• Douglas Cumming & Sofia Johan, 2015, "Cameras tracking shoppers: the economics of retail video surveillance," Eurasian Business Review, Springer;Eurasia Business and Economics Society, volume 5, issue 2, pages 235-257, December, DOI: 10.1007/s40821-015-0023-3.
• Amila Pilav-Velic & Anes Hrnjic & Ljubica Milanovic Glavan & Azra Hanic, 2015, "Added Values Of Social Crm: The Examination Of Customer Perspective," Economic Review: Journal of Economics and Business, University of Tuzla, Faculty of Economics, volume 13, issue 1, pages 59-72, May.
• Adebiyi Sulaimon Olanrewaju & Oyatoye Emmanuel Olateju & Mojekwu Joseph Nnamdi, 2015, "Predicting Customer Churn and Retention Rates in Nigeria’s Mobile Telecommunication Industry Using Markov Chain Modelling," Acta Universitatis Sapientiae, Economics and Business, Paradigm, volume 3, issue 1, pages 67-80, DOI: 10.1515/auseb-2015-0004.
• Ćosić, Dijana, 2015, "Neuromarketing in Market Research: Eye Tracking Application," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2015), Kotor, Montengero, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb, "Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Kotor, Montengero, 10-11 September 2015".
• Lee, Hwa Ryung, 2015, "An Empirical Study of the Effect of the Internet on Fares in the U.S. Airline Industry," KDI Journal of Economic Policy, Korea Development Institute (KDI), volume 37, issue 1, pages 1-18, DOI: 10.23895/kdijep.2015.37.1.1.
• Maurer, Rainer, 2015, "Auf dem Weg zur weltanschaulichen Bekenntnisschule: Das wirtschaftspolitische Leitbild der Hochschule Pforzheim," Beiträge der Hochschule Pforzheim, Pforzheim University, number 152.

2014

• Berning, Joshua P., undated, "The Effect of Breakfast Cereal Coupons on the Nutritional Quality of Household Purchases," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, volume 17, issue A, pages 1-20, DOI: 10.22004/ag.econ.164597.
• Gvillo, Rejeana & Dharmasena, Senarath & Capps, Oral, Jr., 2014, "Dynamics of Advertising and Demand for Milk in the United States Delineated by Milk Fat Type," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas, Southern Agricultural Economics Association, number 162265, DOI: 10.22004/ag.econ.162265.
• Deng, Xueting & Woods, Timothy, 2014, "What Drives Local Wine Expenditure in Kentucky, Ohio, Tennessee and Pennsylvania? A Consumer Behavior and Wine Market Segmentation Analysis," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas, Southern Agricultural Economics Association, number 162594, DOI: 10.22004/ag.econ.162594.
• Adriana SCRIOSTEANU & Daniela POPESCU, 2014, "Logistics - Source Of Competitive Advantage," Annals of University of Craiova - Economic Sciences Series, University of Craiova, Faculty of Economics and Business Administration, volume 1, issue 42, pages 53-60.
• Fogarty, David & Harrison, Peter & Jing, Lin & Yip, Sam, 2014, "Beyond sales and awareness: Using marketing analytics for improved health engagement and outcomes," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 13-20, October.
• Alcaraz, Rafael, 2014, "Conceptual reasons beyond technology for the delayed progress and innovation in marketing science," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 21-31, October.
• Strong, Colin, 2014, "Will personal data in the hands of individuals revolutionise analytics?," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 32-41, October.
• Unknown, 2014, "Editorial - Generative AI and its impact on marketing analytics: A special issue," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 4-5, October.
• Kwartler, Ted, 2014, "An analytical framework for social media customer service," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 42-52, October.
• Qu, Jingjing & Chen, Yumin, 2014, "A net present value model with application to target marketing," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 53-57, October.
• Albert, Lara, 2014, "How mobile brands are applying a longitudinal customer view to understand and influence behaviours," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 58-65, October.
• Hogan, Christopher, 2014, "The challenge of digital marketing attribution across internet devices," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 6-12, October.
• Pols, Aurélie & Schiffers, Oliver, 2014, "A framework of purpose and consent for data security and consumer privacy," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 66-74, October.
• Lu, Wenqing, 2014, "How Orbitz tackled the long tail problem in online marketing optimisation," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 75-80, October.
• E. Schultz, Don & P. Block, Martin, 2014, "Using big data file fusion to determine the effects of social media on retail brand preference," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 1, issue 1, pages 81-102, October.
• Moody, Daryn, 2014, "Editorial," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 320-321, February.
• Marsh, Sarah & Bloom, Margy, 2014, "The KidZania story: Great data, rich experience and customer loyalty," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 322-327, February.
• Buckingham, Lisa & Depeau, Jamie, 2014, "Lincoln Financial Group's innovative inside-out brand campaign launch pays huge dividends," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 328-335, February.
• Aziz, Imran, 2014, "From brand positioning to ad positioning: Using ‘mental referencing’ to capture meaningful mind-space for communications," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 336-346, February.
• Fahey, Colleen, 2014, "Beyond jingles and needle drops: What every brand needs to know about audio branding's power to persuade," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 347-354, February.
• Bughin, Jacques, 2014, "Brand success in an era of digital Darwinism," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 355-365, February.
• Schimmelpfennig, Christian & Hollensen, Svend, 2014, "Celebrity endorsements: Exploring the processes for finding the right celebrity to endorse a brand," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 366-378, February.
• Desjardins, Elise & Macintosh, Eric & O'Reilly, Norm & Seguin, Benoit, 2014, "Third and long: Building a sport club brand following a franchise failure," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 379-391, February.
• Herstein, Ram & Berger, Ron & Jaffe, Eugene D., 2014, "Five typical city branding mistakes: Why cities tend to fail in implementation of rebranding strategies," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 392-402, February.
• Richelieu, André, 2014, "Strategic management of the brand in the world of sport," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 403-415, February.
• Westcott-Pitt, Colin, 2014, "`Designing Brand Identity: An Essential Guide for the Whole Branding Team` by Alina Wheeler," Journal of Brand Strategy, Henry Stewart Publications, volume 2, issue 4, pages 416-417, February.
• Pearlman, Shana & Guglielmetti, Nadina & Listfield, Emily, 2014, "Ten rules for effective branded content: Experience from Skype," Journal of Brand Strategy, Henry Stewart Publications, volume 3, issue 1, pages 12-17, April.
• Kolah, Ardi, 2014, "Collaboration is the number one strategy for reaching ‘bottom of the pyramid’ customer segments in emerging global markets," Journal of Brand Strategy, Henry Stewart Publications, volume 3, issue 1, pages 18-20, April.
• Attia, Karim H., 2014, "The shift from online performance to more holistic brand efficiency measurement and the need for standardised online ad formats," Journal of Brand Strategy, Henry Stewart Publications, volume 3, issue 1, pages 21-30, April.
• Murphy, Ted & Schram, Ryan, 2014, "What is it worth? The value chasm between brand and influencers," Journal of Brand Strategy, Henry Stewart Publications, volume 3, issue 1, pages 31-40, April.
• Moody, Daryn, 2014, "Editorial," Journal of Brand Strategy, Henry Stewart Publications, volume 3, issue 1, pages 4-5, April.
• Horowitz, Scott, 2014, "Does sports marketing work? How is it measured?," Journal of Brand Strategy, Henry Stewart Publications, volume 3, issue 1, pages 41-50, April.
• Connolly, Kate Phillips & Connolly, Aidan, 2014, "Business-to-business event sponsorship: Generating value through strategy and metrics," Journal of Brand Strategy, Henry Stewart Publications, volume 3, issue 1, pages 51-58, April.
• Kapferer, Jean-Noël & Michaut, Anne, 2014, "Luxury counterfeit purchasing: The collateral effect of luxury brands’ trading down policy," Journal of Brand Strategy, Henry Stewart Publications, volume 3, issue 1, pages 59-70, April.
• Blackshaw, Pete, 2014, "Digital transformation at Nestlé: Playing to win," Journal of Brand Strategy, Henry Stewart Publications, volume 3, issue 1, pages 6-11, April.
• Dodds, Mark & Degaris, Larry & Perricone, Dave, 2014, "The influence of gender on baseball sponsorship activation tactics," Journal of Brand Strategy, Henry Stewart Publications, volume 3, issue 1, pages 71-79, April.