Journal of Marketing

Jindal, R., Sarangee, K., Echambadi, R. , Lee, S. 2016. Designed to Succeed: Dimensions of Product Design and Their Impact on Market Share. Journal of Marketing, 80: 72-89

Wang, Y., Lee, J., Fang, E. 2016. Customization and Dilemma Between Supplier Cost and Revenue (accepted). Journal of Marketing

Fang, E. , Lee, J. 2015. The Timing of Codevelopment Alliances in New Product Development Processes: Returns for Upstream and Downstream Partners. Journal of Marketing

Tang, Y., Fang, E. , Wang, F. 2014. Is Neutral Really Neutral? The Effects of Neutral User Generate Content (UGC) on Product Sales. Journal of Marketing

Torelli, C. , Carvalho, S., Ozsomer, A., Keh, H., Maehle, N. 2012. Brand Concepts as Representations of Human Values: Do Cultural Congruity and Compatibility between Values Matter? Journal of Marketing, 76: 92-108

Loewenstein, J. , Raghunathan, R., Heath, C. 2011. The Repetition-Break plot structure makes effective television advertisements. Journal of Marketing, 75: 105-119

Viswanathan, M. , Rosa, J., Ruth, J. 2010. Exchanges in Marketing Systems: The Case of Subsistence Consumer Merchants in Chennai, India. Journal of Marketing, 74: 1-18

Fang, E. 2008. Customer Participation and the Trade-Off Between New Product Innovativeness and Speed to Market. Journal of Marketing

Fang, E. , Palmatier, R., scheer, L., Ni, L. 2008. Trust at Different Organizational Levels. Journal of Marketing

Fang, E. , Palmatier, R., steenkamp, J. 2008. Effect of Service Transition Strategies on Firm Value (leading article) (Receive the 2009 AMA SERVSIG Best Services Article Award). Journal of Marketing

Noriega, J., Blair, E. 2008. Advertising to Bilinguals: Does the Language of Advertising Influence the Nature of Thoughts? Journal of Marketing, 72: 69-83

Schlosser, A., White, T. , Lloyd, S. 2006. Converting Website Visitors into Buyers: How Website Investment Increases Consumer Trusting Beliefs and Online Purchase Intentions.. Journal of Marketing, 70: 133-148

Viswanathan, M. , Rosa, J., Harris, J. 2005. Decision Making and Coping of Functionally Illiterate Consumers and Some Implications for Marketing Management. Journal of Marketing, 69: 15-31

Thomas, J., Sullivan, U. 2005. Managing Marketing Communications with Multichannel Customers. Journal of Marketing, 69: 239-251

Xia, L., Monroe, K. 2004. The Price is Unfair! A Conceptual Framework of Price Fairness Perceptions. Journal of Marketing, 68: 1 - 16

Lemon, K., White, T. , Winer, R. 2002. Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision. Journal of Marketing, 66: 1-14

Chandon, P., Wansink, B., Laurent, G. 2000. A Congruency Framework of Sales Promotion Effectiveness. Journal of Marketing, 64: 65-81

Monroe, K. , Grewal, D., Krishnan, R. 1998. The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62: 46-59

Wansink, B. 1996. Can Package Size Accelerate Usage Volume? Journal of Marketing, 60: 1-14

Wansink, B., Ray, M. 1996. Advertising Strategies to Increase Usage Frequency. Journal of Marketing, 60: 31-46

Monroe, K. 1988. Developing, Disseminating, and Utilizing Marketing Knowledge. Journal of Marketing, 52: 1-25

Ghosh, A. , Craig, S. 1983. Formulating Location Strategies in Changing Environments. Journal of Marketing

Qualls, W. , Olshavsky, R., Michaels, R. 1981. Shortening of the PLC -- An Empirical Test. Journal of Marketing

Monroe, K. , Zoltners, A. 1979. Pricing the Product Line During Scarcity. Journal of Marketing, 43: 49-59

Monroe, K. , LaPlaca, P. 1972. What Are the Benefits of Unit Pricing? Journal of Marketing, 36: 16-22