Most-Read Full-Text Articles http://mtq.sagepub.com/ for Marketing Theory. Most-read rankings are recalculated at the beginning of the month based on usage of full-text and PDF views for the previous month. 2008-11-05 <![CDATA[On defining marketing: finding a new roadmap for marketing]]> http://mtq.sagepub.com/cgi/content/short/6/4/395?rss=1&ssource=mfc Dec 1, 2006; 6:395-417
Article]]> Christian Gronroos 2006-12-01 10.1177/1470593106069930 SAGE Publications <![CDATA[Weaving a web: subaltern consumers, rising consumer culture, and television]]> http://mtq.sagepub.com/cgi/content/short/8/3/227?rss=1&ssource=mfc Sep 1, 2008; 8:227-252
Article]]> Rohit Varman, Russell W. Belk 2008-09-01 10.1177/1470593108093555 SAGE Publications <![CDATA[Are we measuring the same attitude? Understanding media effects on attitude towards advertising]]> http://mtq.sagepub.com/cgi/content/short/7/4/353?rss=1&ssource=mfc Dec 1, 2007; 7:353-377
Article]]> Soo Jiuan Tan, Lily Chia 2007-12-01 10.1177/1470593107083162 SAGE Publications <![CDATA[The concept of perceived value: a systematic review of the research]]> http://mtq.sagepub.com/cgi/content/short/7/4/427?rss=1&ssource=mfc Dec 1, 2007; 7:427-451
Article]]> Raquel Sanchez-Fernandez, M. Angeles Iniesta-Bonillo 2007-12-01 10.1177/1470593107083165 SAGE Publications <![CDATA[The reflexive consumer]]> http://mtq.sagepub.com/cgi/content/short/8/3/299?rss=1&ssource=mfc Sep 1, 2008; 8:299-317
Article]]> Antony Beckett, Ajit Nayak 2008-09-01 10.1177/1470593108093558 SAGE Publications <![CDATA[A history of schools of marketing thought]]> http://mtq.sagepub.com/cgi/content/short/5/3/239?rss=1&ssource=mfc Sep 1, 2005; 5:239-281
Article]]> Eric H. Shaw, D. G.Brian Jones 2005-09-01 10.1177/1470593105054898 SAGE Publications <![CDATA[A cybernetic communication model for advertising]]> http://mtq.sagepub.com/cgi/content/short/7/4/307?rss=1&ssource=mfc Dec 1, 2007; 7:307-334
Article]]> Chris Miles 2007-12-01 10.1177/1470593107083159 SAGE Publications <![CDATA[Death of a metaphor: reviewing the `marketing as relationships' frame]]> http://mtq.sagepub.com/cgi/content/short/8/2/167?rss=1&ssource=mfc Jun 1, 2008; 8:167-187
Article]]> Lisa O''Malley, Maurice Patterson, Helen Kelly-Holmes 2008-06-01 10.1177/1470593108089203 SAGE Publications <![CDATA[Paradoxes of consumer independence: a critical discourse analysis of the independent traveller]]> http://mtq.sagepub.com/cgi/content/short/8/3/253?rss=1&ssource=mfc Sep 1, 2008; 8:253-272
Article]]> Robert Caruana, Andrew Crane, James A. Fitchett 2008-09-01 10.1177/1470593108093556 SAGE Publications <![CDATA[Towards evidence-based marketing: the case of childhood obesity]]> http://mtq.sagepub.com/cgi/content/short/7/4/379?rss=1&ssource=mfc Dec 1, 2007; 7:379-406
Article]]> Martine Stead, Laura McDermott, Gerard Hastings 2007-12-01 10.1177/1470593107083163 SAGE Publications <![CDATA[The interactive effects of colors and products on perceptions of brand logo appropriateness]]> http://mtq.sagepub.com/cgi/content/short/6/1/63?rss=1&ssource=mfc Mar 1, 2006; 6:63-83
Article]]> Paul A. Bottomley, John R. Doyle 2006-03-01 10.1177/1470593106061263 SAGE Publications <![CDATA[Arts and aesthetics: Marketing and cultural production]]> http://mtq.sagepub.com/cgi/content/short/6/1/11?rss=1&ssource=mfc Mar 1, 2006; 6:11-39
Article]]> Alladi Venkatesh, Laurie A. Meamber 2006-03-01 10.1177/1470593106061261 SAGE Publications <![CDATA[Psychoanalyzing kleptomania]]> http://mtq.sagepub.com/cgi/content/short/7/4/335?rss=1&ssource=mfc Dec 1, 2007; 7:335-352
Article]]> Ronald A. Fullerton 2007-12-01 10.1177/1470593107083160 SAGE Publications <![CDATA[Consumer attitudes towards female nudity in advertising: An empirical study]]> http://mtq.sagepub.com/cgi/content/short/5/4/397?rss=1&ssource=mfc Dec 1, 2005; 5:397-432
Article]]> Andrea C. Beetles, Lloyd C. Harris 2005-12-01 10.1177/1470593105058822 SAGE Publications <![CDATA[Adopting a service logic for marketing]]> http://mtq.sagepub.com/cgi/content/short/6/3/317?rss=1&ssource=mfc Sep 1, 2006; 6:317-333
Article]]> Christian Gronroos 2006-09-01 10.1177/1470593106066794 SAGE Publications <![CDATA[Remembering motivation research: toward an alternative genealogy of interpretive consumer research]]> http://mtq.sagepub.com/cgi/content/short/6/4/429?rss=1&ssource=mfc Dec 1, 2006; 6:429-466
Article]]> Mark Tadajewski 2006-12-01 10.1177/1470593106069931 SAGE Publications <![CDATA[Incommensurable paradigms, cognitive bias and the politics of marketing theory]]> http://mtq.sagepub.com/cgi/content/short/8/3/273?rss=1&ssource=mfc Sep 1, 2008; 8:273-297
Article]]> Mark Tadajewski 2008-09-01 10.1177/1470593108093557 SAGE Publications <![CDATA[Marketing mobile futures: assembling constituencies and creating compelling stories for an emerging technology]]> http://mtq.sagepub.com/cgi/content/short/8/1/91?rss=1&ssource=mfc Mar 1, 2008; 8:91-116
Article]]> Elena Simakova, Daniel Neyland 2008-03-01 10.1177/1470593107086486 SAGE Publications <![CDATA[Can public sector organizations be coherent corporate brands?]]> http://mtq.sagepub.com/cgi/content/short/8/2/205?rss=1&ssource=mfc Jun 1, 2008; 8:205-221
Article]]> Arild Waeraas 2008-06-01 10.1177/1470593108093325 SAGE Publications <![CDATA[Foundations of Consumer Behaviour Analysis]]> http://mtq.sagepub.com/cgi/content/short/1/2/165?rss=1&ssource=mfc Jun 1, 2001; 1:165-199
Article]]> Gordon R. Foxall 2001-06-01 10.1177/147059310100100202 SAGE Publications <![CDATA[Hull-Spence Behavior Theory as a paradigm for consumer behavior]]> http://mtq.sagepub.com/cgi/content/short/8/2/123?rss=1&ssource=mfc Jun 1, 2008; 8:123-141
Article]]> John R. Rossiter, Gordon R. Foxall 2008-06-01 10.1177/1470593108089201 SAGE Publications <![CDATA[Service-dominant logic: reactions, reflections and refinements]]> http://mtq.sagepub.com/cgi/content/short/6/3/281?rss=1&ssource=mfc Sep 1, 2006; 6:281-288
Article]]> Robert F. Lusch, Stephen L. Vargo 2006-09-01 10.1177/1470593106066781 SAGE Publications <![CDATA[Producing marketing: towards a social-phenomenology of marketing work]]> http://mtq.sagepub.com/cgi/content/short/7/3/271?rss=1&ssource=mfc Sep 1, 2007; 7:271-290
Article]]> Peter Svensson 2007-09-01 10.1177/1470593107080346 SAGE Publications <![CDATA[Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence]]> http://mtq.sagepub.com/cgi/content/short/4/1-2/31?rss=1&ssource=mfc Jun 1, 2004; 4:31-58
Article]]> Robert E. Smith, Xiaojing Yang 2004-06-01 10.1177/1470593104044086 SAGE Publications <![CDATA[The Critical Contribution of Social Marketing: Theory and Application]]> http://mtq.sagepub.com/cgi/content/short/3/3/305?rss=1&ssource=mfc Sep 1, 2003; 3:305-322
Article]]> Gerard Hastings, Michael Saren 2003-09-01 10.1177/147059310333005 SAGE Publications <![CDATA[Theoretical and philosophical implications of postmodern debates: some challenges to modern marketing]]> http://mtq.sagepub.com/cgi/content/short/6/2/123?rss=1&ssource=mfc Jun 1, 2006; 6:123-162
Article]]> A. Fuat Firat, Nikhilesh Dholakia 2006-06-01 10.1177/1470593106063981 SAGE Publications <![CDATA[Advertising Theory: Reconceptualizing the Building Blocks]]> http://mtq.sagepub.com/cgi/content/short/4/1-2/7?rss=1&ssource=mfc Jun 1, 2004; 4:7-30
Article]]> Xiaoli Nan, Ronald J. Faber 2004-06-01 10.1177/1470593104044085 SAGE Publications <![CDATA[Conceptualizing and measuring brand salience]]> http://mtq.sagepub.com/cgi/content/short/4/4/327?rss=1&ssource=mfc Dec 1, 2004; 4:327-342
Article]]> Jenni Romaniuk, Byron Sharp 2004-12-01 10.1177/1470593104047643 SAGE Publications <![CDATA[Markets, market-making and marketing]]> http://mtq.sagepub.com/cgi/content/short/7/3/211?rss=1&ssource=mfc Sep 1, 2007; 7:211-226
Article]]> Luis Araujo 2007-09-01 10.1177/1470593107080342 SAGE Publications <![CDATA[Heuristics revisited: implications for marketing research and practice]]> http://mtq.sagepub.com/cgi/content/short/8/2/189?rss=1&ssource=mfc Jun 1, 2008; 8:189-204
Article]]> Omar Merlo, Bryan A. Lukas, Gregory J. Whitwell 2008-06-01 10.1177/1470593108089204 SAGE Publications <![CDATA[The uses of marketing theory: Constructs, research propositions, and managerial implications]]> http://mtq.sagepub.com/cgi/content/short/5/2/165?rss=1&ssource=mfc Jun 1, 2005; 5:165-184
Article]]> Joep P. Cornelissen, Andrew R. Lock 2005-06-01 10.1177/1470593105052469 SAGE Publications <![CDATA[Ain't misbehavin' consumption in a moralized brandscape]]> http://mtq.sagepub.com/cgi/content/short/7/4/407?rss=1&ssource=mfc Dec 1, 2007; 7:407-425
Article]]> Miriam Salzer-Morling, Lars Strannegard 2007-12-01 10.1177/1470593107083164 SAGE Publications <![CDATA[Customers and Customer Relationships in Service Firms: The Perspective of the Resource-Based View]]> http://mtq.sagepub.com/cgi/content/short/3/1/119?rss=1&ssource=mfc Mar 1, 2003; 3:119-143
Article]]> Matthias Gouthier, Stefan Schmid 2003-03-01 10.1177/1470593103003001007 SAGE Publications <![CDATA[The influence of culture upon consumers' desired value perceptions: A research agenda]]> http://mtq.sagepub.com/cgi/content/short/5/2/139?rss=1&ssource=mfc Jun 1, 2005; 5:139-163
Article]]> Jeffrey W. Overby, Robert B. Woodruff, Sarah Fisher Gardial 2005-06-01 10.1177/1470593105052468 SAGE Publications <![CDATA[Contemporary Research in Marketing: A Market Behaviour Framework]]> http://mtq.sagepub.com/cgi/content/short/6/4/419?rss=1&ssource=mfc Dec 1, 2006; 6:419-428
Article]]> Henrik Calonius 2006-12-01 10.1177/1470593106069936 SAGE Publications <![CDATA[Living with Ambivalence: Attitudes to advertising in postmodern times]]> http://mtq.sagepub.com/cgi/content/short/1/1/91?rss=1&ssource=mfc Mar 1, 2001; 1:91-108
Article]]> Stephanie O''Donohoe 2001-03-01 10.1177/147059310100100104 SAGE Publications <![CDATA[Beyond Visual Metaphor: A New Typology of Visual Rhetoric in Advertising]]> http://mtq.sagepub.com/cgi/content/short/4/1-2/113?rss=1&ssource=mfc Jun 1, 2004; 4:113-136
Article]]> Barbara J. Phillips, Edward F. McQuarrie 2004-06-01 10.1177/1470593104044089 SAGE Publications <![CDATA[Marketing Images: Construct Definition, Measurement Issues, and Theory Development]]> http://mtq.sagepub.com/cgi/content/short/1/2/201?rss=1&ssource=mfc Jun 1, 2001; 1:201-224
Article]]> Barbara Stern, George M. Zinkhan, Anupam Jaju 2001-06-01 10.1177/147059310100100203 SAGE Publications <![CDATA[What Is Marketing Knowledge?: Stage I: forms of marketing knowledge]]> http://mtq.sagepub.com/cgi/content/short/1/1/9?rss=1&ssource=mfc Mar 1, 2001; 1:9-26
Article]]> John R. Rossiter 2001-03-01 10.1177/147059310100100101 SAGE Publications <![CDATA[Purchase decision-making within professional consumer services: Organizational or consumer buying behaviour?]]> http://mtq.sagepub.com/cgi/content/short/7/1/93?rss=1&ssource=mfc Mar 1, 2007; 7:93-108
Article]]> Elina Jaakkola 2007-03-01 10.1177/1470593107073847 SAGE Publications <![CDATA[Metaphor in the marketplace]]> http://mtq.sagepub.com/cgi/content/short/7/3/227?rss=1&ssource=mfc Sep 1, 2007; 7:227-248
Article]]> Elizabeth C. Hirschman 2007-09-01 10.1177/1470593107080343 SAGE Publications <![CDATA[Relationship Marketing: Looking Back, Looking Forward]]> http://mtq.sagepub.com/cgi/content/short/3/1/159?rss=1&ssource=mfc Mar 1, 2003; 3:159-166
Article]]> David Ballantyne, Martin Christopher, Adrian Payne 2003-03-01 10.1177/1470593103003001009 SAGE Publications <![CDATA[Marketing in the Public Sector: Towards a Typology of Public Services]]> http://mtq.sagepub.com/cgi/content/short/3/4/427?rss=1&ssource=mfc Dec 1, 2003; 3:427-445
Article]]> Angus Laing 2003-12-01 10.1177/1470593103042005 SAGE Publications <![CDATA[The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory?]]> http://mtq.sagepub.com/cgi/content/short/6/3/363?rss=1&ssource=mfc Sep 1, 2006; 6:363-379
Article]]> Roderick J. Brodie, Mark S. Glynn, Victoria Little 2006-09-01 10.1177/1470593106066797 SAGE Publications <![CDATA[Heaven knows I'm miserable now]]> http://mtq.sagepub.com/cgi/content/short/6/4/485?rss=1&ssource=mfc Dec 1, 2006; 6:485-505
Article]]> Avi Shankar, Julie Whittaker, James A. Fitchett 2006-12-01 10.1177/1470593106069933 SAGE Publications <![CDATA[Context effects and models of preferential choice: implications for consumer behavior]]> http://mtq.sagepub.com/cgi/content/short/7/1/39?rss=1&ssource=mfc Mar 1, 2007; 7:39-58
Article]]> Jerome R. Busemeyer, Rachel Barkan, Shailendra Mehta, Alok Chaturvedi 2007-03-01 10.1177/1470593107073844 SAGE Publications <![CDATA[Creating value-in-use through marketing interaction: the exchange logic of relating, communicating and knowing]]> http://mtq.sagepub.com/cgi/content/short/6/3/335?rss=1&ssource=mfc Sep 1, 2006; 6:335-348
Article]]> David Ballantyne, Richard J. Varey 2006-09-01 10.1177/1470593106066795 SAGE Publications <![CDATA[Back to the Future: Divergence in Relationship Marketing Research]]> http://mtq.sagepub.com/cgi/content/short/3/1/145?rss=1&ssource=mfc Mar 1, 2003; 3:145-157
Article]]> John Egan 2003-03-01 10.1177/1470593103003001008 SAGE Publications <![CDATA[Integrating e-commerce into existing export marketing theories: A contingency model]]> http://mtq.sagepub.com/cgi/content/short/5/1/75?rss=1&ssource=mfc Mar 1, 2005; 5:75-104
Article]]> Munib Karavdic, Gary Gregory 2005-03-01 10.1177/1470593105049602 SAGE Publications <![CDATA[How Advertising Works: Alternative Situational and Attitudinal Explanations]]> http://mtq.sagepub.com/cgi/content/short/4/1-2/91?rss=1&ssource=mfc Jun 1, 2004; 4:91-112
Article]]> Peter W. Reed, Michael T. Ewing 2004-06-01 10.1177/1470593104044088 SAGE Publications