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Rejoinder: "Consumer uncertainty and purchase decision reversals: theory and evidence"

Shulman, Jeffrey D.; Cunha, Marcus; Saint Clair, Julian K. - In: Marketing science 44 (2025) 1, pp. 242-242

Persistent link: https://www.econbiz.de/10015197298

When learning negative brand associations leads to positive evaluations of effectiveness

Saint Clair, Julian K.; Cunha, Marcus - In: Journal of consumer research : JCR ; an … 51 (2024) 3, pp. 497-519

Research on associative learning suggests that marketers can enhance consumer attitudes by repeatedly pairing their brands with pleasant or "positively-valenced" stimuli (e.g., attractive models, babies, cute animals) rather than unpleasant or "negatively-valenced" stimuli (e.g., garbage cans...

Persistent link: https://www.econbiz.de/10015338589

Strategic information transmission in peer-to-peer lending markets

Caldieraro, Fabio; Zhang, Jonathan Z.; Cunha, Marcus; … - In: Journal of marketing 82 (2018) 2, pp. 42-63

Persistent link: https://www.econbiz.de/10011810253

When do chief marketing officers affect firm value? : a customer power explanation

Boyd, D. Eric; Chandy, Rajesh K.; Cunha, Marcus - In: Journal of marketing research : JMR 47 (2010) 6, pp. 1162-1176

Persistent link: https://www.econbiz.de/10008796495

Riding coattails : when co-branding helps versus hurts less-known brands

Cunha, Marcus; Forehand, Mark R.; Angle, Justin W. - In: Journal of consumer research : JCR ; an … 41 (2014/15) 5, pp. 1284-1300

Persistent link: https://www.econbiz.de/10010490116

Context-dependent effects of goal primes

Laran, Juliano; Janiszewski, Chris A.; Cunha, Marcus - In: Journal of consumer research : JCR ; an … 35 (2008/09) 4, pp. 653-667

Persistent link: https://www.econbiz.de/10003806948

Asymmetries in the sequential learning of brand associations : implications for the early entrant advantage

Cunha, Marcus; Laran, Juliano - In: Journal of consumer research : JCR ; an … 35 (2008/09) 5, pp. 788-799

Persistent link: https://www.econbiz.de/10003807419

Harmful upward line extensions : can the launch of premium products result in competitive disadvantages?

Caldieraro, Fabio; Kao, Ling-Jing; Cunha, Marcus - In: Journal of marketing 79 (2015) 6, pp. 50-70

Persistent link: https://www.econbiz.de/10011410749

The influence of horizontal and vertical product attribute information on decision making under risk : the role of perceived competence

Min, Dong-Jun; Cunha, Marcus - In: Journal of business research : JBR 97 (2019), pp. 174-183

Persistent link: https://www.econbiz.de/10012002867

Consumers' response to weak unique selling propositions : implications for optimal product recommendation strategy

Caldieraro, Fabio; Cunha, Marcus - In: International journal of research in marketing : IJRM ; … 39 (2022) 3, pp. 724-744

Persistent link: https://www.econbiz.de/10013399600