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Positive Marketing Scholarship in the Journal of Business Research

The Journal of Business Research’s Special Section on Positive Marketing [Volume 68, Issue 12, Pages 2443-2702 (December 2015)] consists of cutting-edge research and comprehensive literature reviews first presented at our inaugural Conference for Positive marketing. What you’ll find in this issue:

1. Dawn Lerman & Hersh Shefrin, “Positive marketing: Introduction to the special section” 2. Ahir Gopaldas, “Creating firm, customer, and societal value: Toward a theory of positive marketing” 3. Verena E. Stoeckl & Marius K. Luedicke, “Doing well while doing good? An Integrative review of marketing criticism and response” 4. Lerzan Aksoy, Timothy L. Keiningham, Alexander Buoye, Bart Larivière, Luke Williams, & Ian Wilson, “Does loyalty span domains? Examining the relationship between consumer loyalty, other loyalties and happiness” 5. Virginie Pez, Raphaëlle Butori, & Gwarlann de Kerviler, “Because I'm worth it: The impact of given versus perceived status on preferential treatment effectiveness” 6. Melissa G. Bublitz & Laura A. Peracchio, “Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes” 7. Timothy de Waal Malefyt, “Relationship advertising: How advertising can enhance social bonds” 8. Michael T. Krush, Julia R. Pennington, Aubrey R. Fowler III & John D. Mittelstaedt, “Positive marketing: A new theoretical prototype of sharing in an online community” 9. John D. Mittelstaedt, William E. Kilbourne & Clifford J. Shultz II, “Macromarketing approaches to thought development in positive marketing: Two perspectives on a research agenda for positive marketing scholars”

The Journal supports OpenAccess. The Special Section on Positive Marketing can be found at

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