This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled Creating Marketi

The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organiza

Contents: Editorial: Marketing after COVID-19: Crisis adaptation, innovation and sustainable technological advances - Katia Iankova and Pedro Longart Branding A

Storytelling has redefined marketing from a brand monologue to brand-consumer dialogues, conversations, and co-creation. Drawing on interdisciplinary narrative

This proceedings volume presents timely research and insights on the advancement of marketing’s basic premise—providing greater levels of customer value. In