AMSWMC2026: AMS 27TH WORLD MARKETING CONGRESS 2026

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Abratt, Russell	The Relationship between CRM Capabilities and Sustainable Competitive Advantage in Retailing: The Moderating Role of AI
Abreu, Madalena	Between Personalization and Privacy: Consumer Responses to AI in the Online Fashion Sector
Adler, Susanne	How Trustworthy are Pricing Tactics Effects? A Systematic Audit of Five Decades of Behavioral Pricing Research
Adomaviciute-Sakalauske, Karina	AI Persuasion in Consumer Decision-Making: A Qualitative Pilot Study The Controversy of Donations: It’s not Just Morality - Bandwagon Matters too From FOMO and Brand Content Overload to Social Media Fatigue, Lurking and Discontinuation: The Role of Social Support
Akaonye, Chioma	Do Smart Systems Treat Everyone Equally? Consumer Reactions to Racial Bias in AI
Albinsson, Pia	Does Generative AI Project Feelings and Emotions? Explorations on Synthetic Consumer Data Generation and Prompt Engineering with LLMs
Albrecht, Carmen-Maria	How Do Users Relate to their Digital Voice Assistants? An Exploratory Study on Relationship Types and their Development over Time
Alhouti, Sa'Arah	Asymmetry in Consumer Religiosity and Evaluation of Advertising Messages with Religious Cues
Allen, Juliann	The Influence of Storytelling on Perceived Authenticity of AI-Generated Art
Alt, Mónika-Anetta	Human-Chatbot Communication and Interaction Satisfaction: Does Chatbot Language Style Matter?
Ammon, Sabine	Which AI Ethics Matter? Ranking Consumer Preferences for Ethical AI
An, Lam	Balancing Authority and Vulnerability: How Emotional Displays Restore Trust after Brand Crises
Andruliene, Rasuole	Tourist Motivation and the Cognitive–Affective Motivational Model
Antonetti, Paolo	Marching Left or Right Decoding Political Responses to Military Messaging
Antonio, Nuno	Understanding Consumer Perceptions of Fintech and Traditional Financial Institutions: Insights from Complaint Text Mining
Apostolidis, Chrysostomos	FrAInd or Fraud? When Empathetic AI Creates Impolite Customers
Argo, Jennifer	Experiential Complexity Influences Consumer Ratings through Decreased Usability and Increased Production Cost Bias
Arman, Saleh Md	A Systematic Literature Review on Behavioral Reasoning Theory
Armenakyan, Anahit	AI and Human Culture: A Glance into the Future
Arya, Vikas	Luxury Beyond Reality: Experimental Examination of Immersive Engagement and NFT Purchase Decisions AI, Sustainability, and Woven Realities: A Qualitative Study of Virtual Brand Identities in the Immersive Metaverse
Aubel, Martin Erwin	Green Light to Consume? How Sustainability-related Marketing Claims may Increase Consumption Intentions
Auruškevičienė, Viltė	The Effect of Influencer’s Presence on Millennials Attention in Social Media Advertising
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Baboo, Shabanaz	A Cross-Country Investigation of Student Readiness and Willingness to Engage in Virtual Study Tours
Bahadur, Goonesh	A Cross-Country Investigation of Student Readiness and Willingness to Engage in Virtual Study Tours
Balestrin Espartel, Lélis	Do Smart Systems Treat Everyone Equally? Consumer Reactions to Racial Bias in AI
Bao, Yeqing	Asymmetry in Consumer Religiosity and Evaluation of Advertising Messages with Religious Cues
Bao, Zhuolin	#Call-OUT Unilever: How and why Social Media Influencers Reprimand Brands for Ethical and Moral Wrongdoings
Barauskaite, Dovile	Exploring how Social Media Context Impacts the Psychological Benefits of Nature Exposure
Barbosa, Belém	Between Personalization and Privacy: Consumer Responses to AI in the Online Fashion Sector
Baretto, Patrick	Marketing’s Epistemological Architecture: A Bibliometric Cartography of Seven Decades’ Evolution toward AI-Augmented Intelligence
Bartikowski, Boris	The Role of Comparative Advertising Format, Message Sidedness and Need for Cognition in Consumer Response to Ads
Bauer, Brittney C	The Goldilocks Consumer: Sufficiency Messaging and Consumer Psychology
Baumgarth, Carsten	Toward a Theory of Marketing Work: Roles, Skills, and Structures in an Age of Intelligent Technologies
Becker, Jan-Michael	A Multi-Copula Approach to Correcting Endogeneity Bias
Ben Hassine, Aymen	Augmented Reality and Customer Experience in Cultural and Heritage Tourism
Benavidez Rivera, Maya	From Sincere Price Display to Positive Outcomes: The Roles of Credibility, Brand Personality, and Brand Knowledge
Benhissi, Maali	Confused but in a Hurry: How Perceived Scarcity Modifies the Path from Confusion to Purchase Delay during Sales
Benitez Burgos, Alexandra	Gender, Legitimacy, and Trust in GenAI-Assisted Learning
Bennedsen, Mikkel	A Multi-Copula Approach to Correcting Endogeneity Bias
Berkowitz, David	Asymmetry in Consumer Religiosity and Evaluation of Advertising Messages with Religious Cues
Bezaz, Nora	Nudging Electronic Health Record Implementation: How Opt-out Policy Impact Users’ Adoption in the French Context
Bharadhwaj, Sivakumaran	Service Over Self: A Dyadic Perspective on Customer Stewardship Control in Frontline Service Encounters
Bharadwaj, Anupama	The Role of Smell and Memory in VR
Bhardwaj, Seema	The New Verse of Global Marketing: Role of Digital and Social Media, Innovation and Invention Education, Consumer Culture Theory in a Globalized World
Bhutto, Muhammad Yaseen	Consumption Values in Shaping Consumer Purchase Intentions toward Alternative Proteins
Bian, Junsong	Backward Channel Decentralization vs. Integration: Roles of Market Coverage and Emission Abatement under Competition
Bieliūnė, Sandra	Humans vs. AI Social Media Marketing Content: The Impact on Consumers Attitudes and Intentions
Birutyte, Ruta Marija	Green Light to Consume? How Sustainability-related Marketing Claims may Increase Consumption Intentions
Bizarrias, Flavio Santino	Designing for Identity: The Role of Website Aesthetics and Tactile Interaction in Shaping Online Consumer Behavior
Blazinauskyte, Evelina	Cognitive and Organisational Antecedents of Industry 4.0 Technologies Adoption in SME Marketing Strategy
Blut, Markus	Development of a Hierarchical Model and Measurement Scale of Mobile Service Quality
Bojorges Moctezuma, Natasha	From Touchpoints to Adaptive Seamlessness: Rethinking Omnichannel Experience in the Age of AI
Bolderdijk, Jan Willem	Exploring how Social Media Context Impacts the Psychological Benefits of Nature Exposure
Borges, Adilson	Backward Channel Decentralization vs. Integration: Roles of Market Coverage and Emission Abatement under Competition
Boubacar, Sadou	How does the Nutri-Score Affect Consumer Responses in an Ad? An Applied Case on Instagram Posts with Young French Consumers
Bourdin, David	Namastay on the Safe Side: Why Unconventional Trainer Attire Backfires in Yoga Advertising for Mixed-Gender Audiences
Brambilla, Flávio	Quality of Public Service in Granting the Salary Bonus in Brazil: Digital Government Service Strategies
Breitsohl, Jan	#Call-OUT Unilever: How and why Social Media Influencers Reprimand Brands for Ethical and Moral Wrongdoings
Bressolles, Gregory	Hesitation to Uninstall an Installed App
Brock, Christian	Development of a Hierarchical Model and Measurement Scale of Mobile Service Quality
Brown, David	FrAInd or Fraud? When Empathetic AI Creates Impolite Customers
Bruno, Pascal	When Icons Copy Icons: The Impact of Packaging Design Imitation by Established Brands
Brüggemann, Philipp	Chances and Challenges in a Disruptive World: Theoretical, Empirical, and Managerial Angles on Environmental Dimensions Connecting the Marketing Community: AMS Social Media Activities and Emerging Initiatives The Promotion “Honeymoon”: An Empirical Analysis of how Economic Climate Affects Promotional Efficiency Is Consumer Materialism Counteractive to Pro-Environmental Attitudes, Intentions, and Behaviours? – A Meta-Analysis
Budge, Kayla	The Impact of Social Media Influencers on Fashion Brand Loyalty: A Study of South African Consumers Aged 18 to 24
Burke, Paul	Which AI Ethics Matter? Ranking Consumer Preferences for Ethical AI
C
Cai, Zhilin	Enhancing AI Influencer Authenticity through Communication Strategies
Carroll, Benjamin	Which AI Ethics Matter? Ranking Consumer Preferences for Ethical AI
Casas, Ramunas	Cognitive and Organisational Antecedents of Industry 4.0 Technologies Adoption in SME Marketing Strategy
Caspersz, Donella	A Cross-Country Investigation of Student Readiness and Willingness to Engage in Virtual Study Tours
Cassia, Fabio	Continued B2B Relationships with Digital Platforms: Is Trust no Longer Necessary?
Cerha, Cordula	Please keep it! The Impact of Refunds Without Returns on Customer Relationships in Online Shopping
Chaney, Damien	Barriers to Omnichannel Integration in Franchise Networks
Chefor, Ellis	Market Orientation in the Era of Artificial Intelligence: Advancing Hunt’s Partial Formalization of Market Orientation Theory
Chekembayeva, Gaukhar	Augmenting the Plate: Exploring Opportunities and Challenges of Augmented Reality in the Food Industry
Chen, Bowei	#Call-OUT Unilever: How and why Social Media Influencers Reprimand Brands for Ethical and Moral Wrongdoings
Chen, Kuan-Ju	Friends behind the Screen: The Rise and Power of Trans-Parasocial Relationships in Influencer Marketing How Trans-Parasocial Relationships Enhance Follower Responses in Influencer Marketing: The Roles of Social Presence, Perceived Homophily, and Persuasion Knowledge
Cheng, Li Keng	Man vs. Machine: How Fear of Judgment Shapes our Willingness to Self-Gift
Cherif, Emna	Nudging Electronic Health Record Implementation: How Opt-out Policy Impact Users’ Adoption in the French Context
Chilea, Andreea	Conceptualising De-Influencing: An Attribution Theory Framework
Christofi, Michael	Drunk Shopping in Online Context(S) Unpacking Emotions in SME Internationalisation: Toward a Multilevel Theoretical Framework and Research Agenda Exploring The Influence of Psychological And Emotional Elements On Green Purchase Intentions: An Extended Abstract
Chu, Hsunchi	When the Same Stars Tell Different Stories: Mapping and Categorizing Online Review Systems across Platforms
Chu, Yi-Ting	How Trans-Parasocial Relationships Enhance Follower Responses in Influencer Marketing: The Roles of Social Presence, Perceived Homophily, and Persuasion Knowledge
Ciornea, Raluca	Human-Chatbot Communication and Interaction Satisfaction: Does Chatbot Language Style Matter?
Cloarec, Julien	From Control to Comfort: How Flow and Personalization Shape the Adoption of Automated AI Services in Smart Cities
Cornwell, T. Bettina	Researching Associative Communications in Consciousness Washing
Costa Pinto, Diego	Human-AI Empathy Gaps and the Role of Vulnerability in AI-Driven Healthcare Experiences Moral Costs of Recognition in Human–AI Creation
Cowan, Kirsten	The Role of Smell and Memory in VR
Crisafulli, Benedetta	Social Media Influencers in the AI Age: Challenges and Opportunities
Cucato, Jussara	Designing for Identity: The Role of Website Aesthetics and Tactile Interaction in Shaping Online Consumer Behavior
Cui, Charles Chi	Secondhand Branded Clothing P2P Marketplaces in Philippines: An Analysis of Factors Influencing Consumers’ Attitudes and Purchase Intent
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Dagytė-Kavoliūnė, Gintarė	Cognition or Emotion? An EEG Investigation of Sustainable Purchase Intention Through the Lens of Dual-Process Theory
Dampérat, Maud	Can Seeing your Meal Virtually Make you Waste Less? Exploring AR-Enhanced Dining Experiences for Sustainability
Daukšaitė-Andriulaitė, Dovilė	The Effect of Influencer’s Presence on Millennials Attention in Social Media Advertising
Davcik, Nebojsa	B2B Co-creational Sustainability and Corporate Brand Identity Try before you Buy: An Experimental Study on the Adoption Behaviour of Shoppers in Virtual Fitting Rooms
de la Pena, Alicia	From Buying to Learning: Reflections on Digital Consumer Behavior in the MBA Classroom
De Temmerman, Joyce	The Recycling Illusion: When Recycled Packaging Feels More Natural
Dean, Dianne	Food A Contested Domain: Food and Food Waste Behavior of Young Consumers Transitioning through University Life
Dege, David	Enhancing Online Advertising Performance through Personality-Tailored Messages: Results from a Google Ads Field Experiment The Promotion “Honeymoon”: An Empirical Analysis of how Economic Climate Affects Promotional Efficiency
Degutis, Mindaugas	Online Shopping Cart Abandonment among Impulse Buyers: Hedonic Adding to Cart and the Role of Psychological Ownership and Emotions Leveraging Endorser Symbolic Capital to Reduce Donor Uncertainty in Charity Donations The Controversy of Donations: It’s not Just Morality - Bandwagon Matters too
Delgado, Ismael	The Digitalization of Customer Reacquisition in B2B: A Framework from Sales Practice
Denis, Etienne	Marching Left or Right Decoding Political Responses to Military Messaging
Dessart, Laurence	Paradoxical Stakeholder Journeys: Mapping Tensions and Governance Levers
Desveaud, Kathleen	Right Gender, Right Role, Right Context! Unpacking Stereotype Complexity in AI Agent Perceptions Decoding Gender Congruence and Neutrality in AI Voice Perception
Detry, Diane	Servant or Partner? How Service-Robot Role and Spatial Context Affect Instrumental Customer Experience and Emotions
Dey, Bidit	FrAInd or Fraud? When Empathetic AI Creates Impolite Customers
Dias da Silva Gabriel, Marcelo Luiz	Technology-Mediated Customer Relationships: The Role of Perceived Technology and Humanization in Customer Satisfaction across Cultures
Dikčius, Vytautas	Cognition or Emotion? An EEG Investigation of Sustainable Purchase Intention Through the Lens of Dual-Process Theory The Role of Cultural Masculinity in Shaping Perceptions of Virtual vs. Human Influencers: Credibility, Authenticity and Purchase Intention
Dlamini, Siphiwe	The Impact of Social Media Influencers on Fashion Brand Loyalty: A Study of South African Consumers Aged 18 to 24
Dobre, Costinel	Synthetic Data for Survey Research
Don-Arthur, Jasmine	The Influence of Country-of-origin Information and other Stimulus-driven Cues in Ecommerce: The role of Neuromarketing. An Exploratory Study of Ghanaians Purchase Intention of Alcohol.
Duong, Lien	Post-Experience Dissonance in the Sharing Economy: Results of an Exploratory Study
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Egstrand, Oliver	B2B Co-creational Sustainability and Corporate Brand Identity
Elliott, Jamie	The Impact of Social Media Influencers on Fashion Brand Loyalty: A Study of South African Consumers Aged 18 to 24
Elmashhara, Maher Georges	From Sincere Price Display to Positive Outcomes: The Roles of Credibility, Brand Personality, and Brand Knowledge
Elnahla, Nada	The Janus Face of Online Consumer-led Communities: Observations of Altruism and Deviance among Grocery Voucher Exchange Groups
Exenberger, Nina	Harnessing Digital Transformation for Competitive Advantage in B2B Customer Journeys
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Fackelmann, Tabea	Selling Sustainability: A Framework for Evaluating Authenticity in Digital Sustainability Communication
Fami Tafreshi, Parham	A Psychometric Framework for Validating Third-Person Indirect Questioning
Farooq, Umar	The Role of Anthropomorphism in Using AI Tools for Purchasing: Known and Newly Discovered Impacts
Ferreira, Bruno	Quality of Public Service in Granting the Salary Bonus in Brazil: Digital Government Service Strategies
Ferreira, Caitlin	Data-Driven Value Capture in Digital Ecosystems: Systematic Literature Review Sustainability in the Last Mile: How Solution-Oriented Communication and Transparency Shape Pro-Environmental Consumer Behaviour
Fisher, Gregory	The Effects of Platform Differentiation and Product Multihoming on External New Product Development for Two-Sided Platforms
Fletcher, Phoebe	Curiosity and Re-targeting on Social Media
Ford, John B.	AI and Human Culture: A Glance into the Future
Ford, John B.	Social Media Influencers in the AI Age: Challenges and Opportunities
Fraccaro, Annalisa	When Space Becomes Luxury: Human Density and Satisfaction in Premium Services
France, Stephen	Does Generative AI Project Feelings and Emotions? Explorations on Synthetic Consumer Data Generation and Prompt Engineering with LLMs
Fröbel, Lara	Love in the Age of AI: Understanding why People Form Love Relationships With Chatbots and Develop a Parasocial Preference for them
Funke, Christopher	Social and Digital Media as an Employee Problem: A Cross-Cultural Investigation
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Gandhi, Shiri	The New Verse of Global Marketing: Role of Digital and Social Media, Innovation and Invention Education, Consumer Culture Theory in a Globalized World
Garnier, Marion	Servant or Partner? How Service-Robot Role and Spatial Context Affect Instrumental Customer Experience and Emotions
Ghantous, Nabil	Barriers to Omnichannel Integration in Franchise Networks
Ghasemi, Hesam	Only Human: Voicebot Accent, Perceived Anthropomorphism, and Consumer Acceptance
Giannetti, Verdiana	Lights, Camera, Backlash? The Double-Edged Sword of Service Provider Media Exposure
Gică, Oana	Balancing Innovation Benefits and Privacy Risks: An Integrative Model of GenAI Adoption for Travel Planning
Girão Carrilho, Mariana	Human-AI Empathy Gaps and the Role of Vulnerability in AI-Driven Healthcare Experiences
Gmada, Henda	Time to “Take Care”!: The 4Rs for Conceptualizing a Care Marketing Approach
Gonçalves, Ana Rita	Dehumanizing Luxury: How Artificial Intelligence Reduces Guest Engagement in Luxury Hospitality
Goode, Amy	#Call-OUT Unilever: How and why Social Media Influencers Reprimand Brands for Ethical and Moral Wrongdoings
Granstedt, Anna	How does the Disciplinary Power of Social Media Algorithms Shape Ethical Norms?
Gravelines, Žaneta	A Psychometric Framework for Validating Third-Person Indirect Questioning
Grikšienė, Ramunė	Cognition or Emotion? An EEG Investigation of Sustainable Purchase Intention Through the Lens of Dual-Process Theory
Grybaitė, Kristina	When AI Speaks of AI in University Social Media Communication: How Labels and Congruence Shape Consumer Engagement
Gu, Hangyu	The Role of Comparative Advertising Format, Message Sidedness and Need for Cognition in Consumer Response to Ads
Guenther, Miriam	Does Advertising Spending Disclosure Enhance Marketing’s Stature and Performance?
Guenther, Peter	Does Advertising Spending Disclosure Enhance Marketing’s Stature and Performance?
Guerra, Diego	Social Capital, Trust, Engagement and Brand Value in Brand Communities
Guha Sarkar, Bibek	Marketing Moral Exemplars: The Impact of The Superhero Concept on Prosocial Behaviour
Guner, Berrin	Designing Impact: Advancing Student Development and Global Competence through Short-Term Study Abroad
Gunness, Aneeshta	A Cross-Country Investigation of Student Readiness and Willingness to Engage in Virtual Study Tours
H
Hamadi, Chakib	Investigating the Impact of Augmentation Quality and Perceived Control on Online Purchase Intention: Results from an Experimental Study in Augmented Reality Context
Hamouda, Manel	Exploring the Effects of AI-Driven Personalization Messaging on Sustainable Consumption: Antecedents and Consequences
Hassan, Louise May	When More is Less: The Disfluency Costs of Multi-Identity Appeals in Advertising
Haupt, Martin	Too Abstract to Act? Developing a Typology of Consumer Climate Engagement Based on Social Exchange and Construal Level Theory
Hechinger, Valerie	Namastay on the Safe Side: Why Unconventional Trainer Attire Backfires in Yoga Advertising for Mixed-Gender Audiences
Hedlund, Alexander	Data-Driven Value Capture in Digital Ecosystems: Systematic Literature Review
Heidig, Wibke	Too Abstract to Act? Developing a Typology of Consumer Climate Engagement Based on Social Exchange and Construal Level Theory
Heiler, Phillip	A Multi-Copula Approach to Correcting Endogeneity Bias
Henkel, Sven	Why Fairness Feels Unfair: Exploring the Impact of Socially AI-Driven Pricing on Consumer Fairness Judgments in Autonomous Mobility
Hensel-Börner, Susanne	A Virtuous Cycle in B2B Markets: The Reciprocal Relationship between Branding and Sustainability
Henseler, Jörg	A Virtuous Cycle in B2B Markets: The Reciprocal Relationship between Branding and Sustainability
Herhausen, Dennis	Experiential Complexity Influences Consumer Ratings through Decreased Usability and Increased Production Cost Bias
Herrando, Carolina	Beyond Rationality: Unveiling Collective Emotions in B2B Value Co-Creation - A Systematic Review and Future Research Agenda
Hess, Alexandra	Curiosity and Re-targeting on Social Media
Heuvinck, Nico	The Recycling Illusion: When Recycled Packaging Feels More Natural
Hines, Jason	Item Level Correction: Improving Common Methods Variance Defense in Global and International Marketing Research: A Meta-Analysis with Replications
Hofer, Katharina	The New Verse of Global Marketing: Role of Digital and Social Media, Innovation and Invention Education, Consumer Culture Theory in a Globalized World
Hoffrén, Jyri	Blurred by Stress: Explaining the Green Values–Behavior Gap with Physiological and Psychological Stress
Hoffrén, Jyri	When Knowledge Meets Stress: Uncovering new Factors Behind the Green Values–Behavior Gap
Hollebeek, Linda Desiree	Intrinsic and Extrinsic Drivers of Pro-Environmental Sharing: The Moderating Role of Consumers’ Product Sharing for Reuse Engagement
Holmes, Kirsten	A Cross-Country Investigation of Student Readiness and Willingness to Engage in Virtual Study Tours
Holopainen, Jani	When Knowledge Meets Stress: Uncovering new Factors Behind the Green Values–Behavior Gap Blurred by Stress: Explaining the Green Values–Behavior Gap with Physiological and Psychological Stress
Hopenienė, Rimante	How AI-Generated Advertising Shapes Consumer Emotion and Engagement
Hu, Hsin-Hui Sunny	Turning Awareness into Action: Consumer Responses to Corporate Social Irresponsibility
Huang, Guei-Hua	When Chatbots Fail: How Anthropomorphism and Failure Attribution Shape Service Recovery Outcomes
Huang, Li	The New Verse of Global Marketing: Role of Digital and Social Media, Innovation and Invention Education, Consumer Culture Theory in a Globalized World
Huang, Yu-Shan	Balancing Authority and Vulnerability: How Emotional Displays Restore Trust after Brand Crises
Huihua, Chen	Please keep it! The Impact of Refunds Without Returns on Customer Relationships in Online Shopping
Hutzinger, Clemens	How do Consumers React to Individual and Group Problems after “Ignored” Forewarnings during Joint Consumption
Hyder, Antonio	Startup Decision Making using Artificial Intelligence
Høgevold, Nils	Indicators of Service Provider Performance in B2B Unpacking the Sequential Dynamics of Budget Performance, Sales Effectiveness, and Satisfaction in B2B Services: A Model Comparison
Hübscher, Chiara	A Virtuous Cycle in B2B Markets: The Reciprocal Relationship between Branding and Sustainability
J
Jaikumar, Saravana	Marketing Moral Exemplars: The Impact of The Superhero Concept on Prosocial Behaviour
Jasim, Mohamed	Try before you Buy: An Experimental Study on the Adoption Behaviour of Shoppers in Virtual Fitting Rooms
Javornik, Ana	The Cost of Idealization: How Ideal Self Avatars Increase Sexualised Item Selection and Distort Purchase Intentions
Jayasuriya, Dilushika	Sustainability in the Last Mile: How Solution-Oriented Communication and Transparency Shape Pro-Environmental Consumer Behaviour
Jaziri, Dhouha	Augmented Reality and Customer Experience in Cultural and Heritage Tourism
Jeanpert, Sophie	Barriers to Omnichannel Integration in Franchise Networks
Jin, Byoungho Ellie	Seeing the Human in Chatbot: Anthropomorphic Visual Cues and Brand Type in LLM-Based Chatbot
Johnson, Clark D	The Goldilocks Consumer: Sufficiency Messaging and Consumer Psychology
Jones, Scott	Food A Contested Domain: Food and Food Waste Behavior of Young Consumers Transitioning through University Life
Jongmans, Eline	Can Seeing your Meal Virtually Make you Waste Less? Exploring AR-Enhanced Dining Experiences for Sustainability
Jorda, Allen Dawn	Secondhand Branded Clothing P2P Marketplaces in Philippines: An Analysis of Factors Influencing Consumers’ Attitudes and Purchase Intent
Joye, Yannick	Exploring how Social Media Context Impacts the Psychological Benefits of Nature Exposure
K
Kaatz, Christopher	Development of a Hierarchical Model and Measurement Scale of Mobile Service Quality
Kaliukeviciute, Laura	For the Sake of the State: Factors Determining Public Sector Attractiveness Among Generation Z
Kalliny, Morris	Integrating Blockchain into Supply Chain Management Education: A Pedagogical Model and Implications
Kalro, Arti D.	A Human-Centric Means-End Chain Approach to Understand Augmented Reality Try-on Experiences
Kampouri, Katerina	Drunk Shopping in Online Context(S) Unpacking Emotions in SME Internationalisation: Toward a Multilevel Theoretical Framework and Research Agenda
Kamran, Qeis	Marketing’s Epistemological Architecture: A Bibliometric Cartography of Seven Decades’ Evolution toward AI-Augmented Intelligence
Kandil, Omnia	Paradoxical Stakeholder Journeys: Mapping Tensions and Governance Levers
Kanitz, Christopher	Balancing Intuition and Analytics: Cross-Cultural and Gendered Dynamics of Decision-Making in Marketing Management Harnessing Digital Transformation for Competitive Advantage in B2B Customer Journeys B2B Website Design: How Visual Design Elements can Help Improving Overall Brand Credibility
Kastanakis, Minas	Drunk Shopping in Online Context(S) Unpacking Emotions in SME Internationalisation: Toward a Multilevel Theoretical Framework and Research Agenda
Kathuria, Sakshi	The New Verse of Global Marketing: Role of Digital and Social Media, Innovation and Invention Education, Consumer Culture Theory in a Globalized World
Ke-Lin, Chen	Indicators of Service Provider Performance in B2B Unpacking the Sequential Dynamics of Budget Performance, Sales Effectiveness, and Satisfaction in B2B Services: A Model Comparison
Keegan, Brendan	Conceptualising De-Influencing: An Attribution Theory Framework
Kenning, Peter	Love in the Age of AI: Understanding why People Form Love Relationships With Chatbots and Develop a Parasocial Preference for them
Kessous, Aurélie	Luxury Transmission in the Feminine: An Exploration through the Collage Technique
Ketron, Seth	The Role of Smell and Memory in VR
Khanna, Monica	Balancing Intuition and Analytics: Cross-Cultural and Gendered Dynamics of Decision-Making in Marketing Management
Kieu, Tai Anh	Digital Platform Capability and Firm Performance: The Roles of Innovation Ambidexterity, Digital Servitization and Environmental Turbulence The Digitalization–Servitization Nexus in Small Retailers: Roles of Entrepreneurial Orientation, Entrepreneurial Competence, and Innovation Ambidexterity
Kivenzor, Gregory	AI and Human Culture: A Glance into the Future
Kos Koklic, Mateja	Mindfulness and Green Warm Glow in Sustainable Fashion Consumption: The Moderating Role of Fashion Consciousness
Kostelijk, Erik	Gender, Legitimacy, and Trust in GenAI-Assisted Learning
Kovarski, Olivier	Which One Do You Prefer? Exploring Users Generative AI Preference
Kpd Balakrishnan, Bamini	Integrating Live-Streaming Dimensions into the E-Servicescape Framework of Online Retailing
Krupka, Zoran	Designing for Identity: The Role of Website Aesthetics and Tactile Interaction in Shaping Online Consumer Behavior
Kröll, Jens	The Impact of Anthropomorphic Virtual Agents on Online Consumer Behavior
Kuhn, Marc	Pedaling Beyond Stereotypes: Understanding Women’s Purchase Intentions in the Bicycle Market Beyond Rationality: Unveiling Collective Emotions in B2B Value Co-Creation - A Systematic Review and Future Research Agenda Navigating Uncertainty in Times of Conflict: Consumer Intentions toward Durable Goods in Ukraine From Control to Comfort: How Flow and Personalization Shape the Adoption of Automated AI Services in Smart Cities Why Fairness Feels Unfair: Exploring the Impact of Socially AI-Driven Pricing on Consumer Fairness Judgments in Autonomous Mobility
Kukar-Kinney, Monika	Mindfulness and Green Warm Glow in Sustainable Fashion Consumption: The Moderating Role of Fashion Consciousness
Kuzborskaja, Ingrida	From FOMO and Brand Content Overload to Social Media Fatigue, Lurking and Discontinuation: The Role of Social Support
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Lamberton, Cait	Only Human: Voicebot Accent, Perceived Anthropomorphism, and Consumer Acceptance
Lang, Felix Josua	Determining Optimal Product Assortments with Bayesian TURF Analysis: Enriching Results by Quantifying Uncertainty
Lange, Florian	Exploring how Social Media Context Impacts the Psychological Benefits of Nature Exposure
Lapa, Luciano	Does Advertising Spending Disclosure Enhance Marketing’s Stature and Performance?
Lapinskaite, Gabija	How AI-Generated Advertising Shapes Consumer Emotion and Engagement
Lapinskiene, Ruta	For the Sake of the State: Factors Determining Public Sector Attractiveness Among Generation Z
Laroche, Michel	The Role of Comparative Advertising Format, Message Sidedness and Need for Cognition in Consumer Response to Ads
Lavorata, Laure	Sustainable Consumption Commitment and Eco-designed Products: The Role of Environmental Awareness on Behavior’s Consumers. An Analysis through the Essential Needs Theory
Lay, Maren	A Virtuous Cycle in B2B Markets: The Reciprocal Relationship between Branding and Sustainability
Lazrek, Zineb	Investigating the Impact of Augmentation Quality and Perceived Control on Online Purchase Intention: Results from an Experimental Study in Augmented Reality Context
Le Bon, Joel	Interoperable Revenue Governance: Governing Revenue Operations and Marketing Work in AI-Enabled Revenue Systems The Design of Equitable Serendipity in Early Cancer Detection: Next Challenges for Preventive Health Systems, Public Policy, and AI Governance
Leclercq, Thomas	Marching Left or Right Decoding Political Responses to Military Messaging
Lee, Chia-Chi	Friends behind the Screen: The Rise and Power of Trans-Parasocial Relationships in Influencer Marketing
Leggett, Britton	Item Level Correction: Improving Common Methods Variance Defense in Global and International Marketing Research: A Meta-Analysis with Replications
Leonhardt, James	Distributional Persuasion Knowledge in Price Promotions
Letukytė-Pinto, Neda	Dispositional Drivers of Engagement with Online Apparel Stores: Trust or Reciprocity Anxiety?
Leung, Kwok Way William	Masculine or Feminine: An Experimental Study of Mortality Salience Effects on Gender-stereotyped Product Evaluation
Liang, Suzhen	Backward Channel Decentralization vs. Integration: Roles of Market Coverage and Emission Abatement under Competition
Liang Guan, Jyh	Indicators of Service Provider Performance in B2B Unpacking the Sequential Dynamics of Budget Performance, Sales Effectiveness, and Satisfaction in B2B Services: A Model Comparison
Liao, Tze-Hsien	Home Sweet Smart Home: The Dual Perceptions of Warmth and Competence
Lichters, Marcel	Fighting for Talent: Exploring Job Seekers’ Preferences for Employers’ DEI Engagement through Maximum Difference Scaling Determining Optimal Product Assortments with Bayesian TURF Analysis: Enriching Results by Quantifying Uncertainty
Liengaard, Benjamin D.	A Multi-Copula Approach to Correcting Endogeneity Bias
Lin, Shu-Fang	Turning Awareness into Action: Consumer Responses to Corporate Social Irresponsibility
Liu, Yu-Lun	The Evolution of Comparative Advertising in a Digital World and Implications for Advertisers
Londono, Juan Carlos	Semantic Consumer Profiling (SCP): Interpretable Psychographic Segmentation from Product Meaning
Lopez Santiago, Luis Miguel	Sustainable Consumption Commitment and Eco-designed Products: The Role of Environmental Awareness on Behavior’s Consumers. An Analysis through the Essential Needs Theory
Lourenco, Carlos	Social Capital, Trust, Engagement and Brand Value in Brand Communities
Lowe, Ben	The Evolution of Comparative Advertising in a Digital World and Implications for Advertisers
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Quaye, Emmanuel	The Relationship between CRM Capabilities and Sustainable Competitive Advantage in Retailing: The Moderating Role of AI
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S. Mattila, Anna	Human-AI Empathy Gaps and the Role of Vulnerability in AI-Driven Healthcare Experiences
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Xi, Teng	Integrating Live-Streaming Dimensions into the E-Servicescape Framework of Online Retailing
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Č
Čapienė, Aistė	Consumption Values in Shaping Consumer Purchase Intentions toward Alternative Proteins
Š
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