Marketing Theory

Papers
(The TQCC of Marketing Theory is 6. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2020-05-01 to 2024-05-01.)
ArticleCitations
Value co-destruction: Review and conceptualization of interactive value formation48
How advertising got ‘woke’: The institutional role of advertising in the emergence of gender progressive market logics and practices29
Enchantment and perpetual desire: Theorizing disenchanted enchantment and technology adoption23
The broadening boundaries of materialism23
The haunting specter of retro consumption22
Something old, something new: Enabled theory building in qualitative marketing research20
Bleak signs of our times: Descent into ‘Terminal Marketing’18
Machines driving machines: Deleuze and Guattari’s asignifying unconscious16
“Something is missing”: Melancholia and belonging in collective consumption15
Understanding value creation in digital context: An empirical investigation of B2B15
From goods-dominant logic to service-dominant logic? Service, service capitalism and service socialism15
(Wo)men on top? Postfeminist contradictions in young women’s sexual narratives14
Landing in affective atmospheres13
See finish! Scunnered!! A vernacular critique of hierarchies of knowledge in marketing13
Nostalgia and pastiche in the post-postmodern zeitgeist: The ‘postcar’ from Italy13
The value in de-emphasizing structure in liquidity13
Introduction to special issue: Hierarchies of knowledge in marketing theory12
Epistemic in/justice: Towards ‘Other’ ways of knowing12
Post-postmodern consumer authenticity, shantay you stay or sashay away? A netnography of RuPaul’s Drag Race fans11
Hierarchies of knowledge about intersectionality in marketing theory and practice11
High-fidelity consumption and the claustropolitan structure of feeling11
The ethical consumption cap and mean market morality11
Object-oriented marketing theory10
Eudaimonia: The sociocultural value of consumers’ social labor10
The queer manifesto: Imagining new possibilities and futures for marketing and consumer research10
Poetizing to improve consumer representation9
Immersive imaginative hedonism: Daydreaming as experiential ‘consumption’9
The continuing significance of social structure in liquid modernity9
Tickling tensions: Gazing into the parallax gap of the multicultural imaginary9
How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking7
Autonomy as license to operate: Establishing the internal and external conditions of informed choice in marketing7
Failure: Perspectives and prospects in marketing and consumption theory7
Splashing in deep waters of theory: A commentary section on Sandberg and Alvesson’s (2020) “Meanings of theory”7
Marketing-as-practice: A framework and research agenda for value-creating marketing activity6
Toward a divine economic system: Understanding exchanges in a religious consumption field6
The scalar politics of difference: Researching consumption and marketing outside the west6
The role of institutions in non-Western contexts in reinforcing West-centric knowledge hierarchies: Towards more self-reflexivity in marketing and consumer research6
Crossing wires: short-circuiting marketing theory6
Happiness and co-creation of value: Playing the blues6
Social linking practices across physical distance: The material constitution of sociality6
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