The technology readiness (TR) index aims to better understand people's propensity to
embrace and use cutting-edge technologies. The initial TR construct considers four …

This special issue is unique. Whereas most are focused on specific topics (eg, Technology &
Marketing; Measure Validation in Marketing), this special issue is agnostic to topical domain …

Augmented reality (AR), as a consumer-centric technology, helps businesses by providing
new consumer experiences at the purchase occasion. However, we do not know the …

Multichannel retailers need to understand how to allocate marketing budgets to customer
segments and online and offline sales channels. We propose an integrated methodological …

Given the high failure rates of brand extensions, insights into the drivers of brand extension
success are critical for marketing practitioners and scholars. Prior research has inferred that …

How does advertising affect supply and demand in the entertainment industry? Different
advertising and distribution mechanisms and unique product characteristics limit the …

Abstract The Journal of the Academy of Marketing Science (JAMS) is completing 50 years of
publication in 2022. This paper attempts to pay homage to this milestone, demonstrating that …

Food sampling at retail stores and restaurants (eg, amuse bouche) is a widespread practice.
These food samples vary considerably in healthfulness levels. Prior research has primarily …

Purpose This paper aims to explore the intersection of artificial intelligence (AI) and
marketing within the context of knowledge management (KM). It investigates how AI …

India is one of the world's largest producers of tree nuts, yet it paradoxically remains a net
importer of these commodities. This study aims to analyze the demand for imported tree nuts …