Peer -reviewed Publications

Business Forum, 2020Sustainability Influencers: between marketers and educatorsTaylan Yalcin
Cristina Nistor
Journal of Product and Brand Management, 2019True, fake and alternative: a topology of news and its implications for brandsPierre Berthon
Tamara Rabinovich
Taylan Yalcin
Markets, Globalization and Development Review, 2018, 3 (2)Duplicity in Alternative Marketing CommunicationsCristina Nistor
Taylan Yalcin
Journal Cultural Marketing Strategy
2018, 3 (2), 152-171
Strategic Target Marketing Considerations and Implications for the US MarketMine Ucok-Hughes
Tony Stovall
Rafael Cardona
Journal of Product and Brand Management, 2016Storygiving as a co-creation tool for luxury brands in the age of the internet: a love story by Tiffany and thousands of loversMine Ucok-Hughes
Wendy Bendoni
Business Horizons
2015, 58 (6), 591-598
Keeping up with The Joneses: Stealth, secrets, and duplicity in marketing relationshipsPierre Berthon
Mine Ucok-Hughes
Jean Paul Berthon
Journal of Public Affairs
2013, 13 (2), 172-179
Viral irony: Using irony to spread the questioning of questionable consumptionPierre Berthon
Jean Paul Berthon
Ian Cross
Production Planning and Control
2013, 24 (4-5), 284-293
When Outsourcing Fragments: Customer Creativity and Technological TransmutationsLeyland Pitt
Pierre Berthon
Ronika Chakrabarti
Journal of Advertising Research
2012, 51 (2), 417-426
Ad Bites: Towards A Theory of Ironic AdvertisingPierre Berthon
Leyland Pitt
Journal of Consumer Behaviour
2011, 10 (6), 313-321
Mining messages: Exploring consumer response to consumer- vs. firm-generated adsPierre Berthon
Funda Sarican
Journal of Public Affairs
2011, 11 (3), 168-173
Hugh Jidette or huge debt: Questioning US fiscal policy using caricature and ironyPierre Berthon
Business Horizons
2011, 54 (3), 275-282
Social spending: Managing the social media mixBruce Weinberg
Journal of Commercial Biotechnology
2008, 14 (3), 257-264
Remembering Epimetheus: Biotechnologies and the marketPierre Berthon
Philip DesAutels
CSBIGS, 2008Combining Web Mining Techniques and Structural Equations Modeling for Measuring E-commerce PerceptionsDax Jacobson
Sonia Vilvovsky
Wilson Wong