Joanna Phillips Melancon
Cited by
Cited by
What drives college-age Generation Y consumers?
SM Noble, DL Haytko, J Phillips
Journal of business research 62 (6), 617-628, 2009
Relationship hindrance: why would consumers not want a relationship with a retailer?
SM Noble, J Phillips
Journal of Retailing 80 (4), 289-303, 2004
Managing rewards to enhance relational worth
JP Melancon, SM Noble, CH Noble
Journal of the Academy of Marketing Science 39 (3), 341-362, 2011
The influence of social media investment on relational outcomes: A relationship marketing perspective
M Clark, J Melancon
International Journal of Marketing Studies 5 (4), 132, 2013
Fan identification, Schadenfreude toward hated rivals, and the mediating effects of Importance of Winning Index (IWIN)
V Dalakas, JP Melancon
Journal of Services Marketing, 2012
Product gender perceptions and antecedents of product gender congruence
DL Fugate, J Phillips
Journal of Consumer Marketing, 2010
Simply captivating: Understanding consumers' attitudes toward the cinema as an advertising medium
J Phillips, SM Noble
Journal of Advertising 36 (1), 81-94, 2007
Gender and live-streaming: source credibility and motivation
PR Todd, J Melancon
Journal of Research in Interactive Marketing, 2018
Consumer social voice in the age of social media: Segmentation profiles and relationship marketing strategies
JP Melancon, V Dalakas
Business Horizons 61 (1), 157-167, 2018
Brand rivalry and consumers’ schadenfreude: The case of Apple
J Phillips-Melancon, V Dalakas
Services Marketing Quarterly 35 (2), 173-186, 2014
Synergistic effects of operant knowledge resources
JP Melancon, DA Griffith, SM Noble, Q Chen
Journal of services marketing, 2010
A qualitative inquiry on schadenfreude by sport fans.
V Dalakas, J Phillips Melancon, T Sreboth
Journal of Sport Behavior 38 (2), 2015
The value of relationship strength in segmenting casino patrons: an exploratory investigation
J Phillips, M Tandoh, S Noble, V Bush
Journal of Interactive Advertising 5 (1), 60-73, 2004
Consumer profiles in reality vs fantasy‐based virtual worlds: implications for brand entry
JP Melancon
Journal of Research in Interactive Marketing, 2011
Gender differences in perceptions of trolling in livestream video broadcasting
PR Todd, J Melancon
Cyberpsychology, Behavior, and Social Networking 22 (7), 472-476, 2019
Selected dimensions of service gender: a study of perceptions of Generation Y
JP Melancon, LP Forbes, D Fugate
Journal of Services Marketing, 2015
Relational program effectiveness: The impact of reward type and policy on customer commitment and relational worth
J Phillips
ProQuest, 2007
Managing social consumer voice: a structured abstract
JP Melancon, V Dalakas
Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing …, 2016
Encouraging and Rewarding Customer Loyalty: Key Considerations for Sports Teams
V Dalakas, M Tseng, J Melancon
The era of consumer entitlement: investigating entitlement after a perceived brand failure
JP Melancon, MJ Gardner, V Dalakas
Journal of Consumer Marketing, 2021
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