| Advertising, incentives, and the upsell: How advertising differentially moderates customer-vs. retailer-directed price incentives’ impact on consumers’ preferences for premium … CJ Miller, DC Brannon, J Salas, M Troncoza Journal of the Academy of Marketing Science 49 (6), 1043-1064, 2021 | 9 | 2021 |
| One does not fit all: what is in a salesperson sample? BN Rutherford, M Troncoza, SC Ambrose, N Anaza, R Matthews Journal of Personal Selling & Sales Management 43 (4), 354-367, 2023 | 3 | 2023 |
| Longitudinal upgrades and asymmetric effects of satisfaction and perceived-value CJ Miller, L Sajtos, KN Lemon, J Salas, M Troncoza, L Ostrom Journal of Services Marketing 37 (4), 478-495, 2023 | 3 | 2023 |
| Activity apprehension in experiential purchases CJ Miller, A Samper, N Mandel, DC Brannon, J Salas, M Troncoza Journal of Services Marketing 35 (4), 516-534, 2021 | 2 | 2021 |
| Does a gift in a captive service make me feel better? Examining gift giving in uncertain conditions that influence emotions and firm performance. M Troncoza | | 2023 |
| Independent Restaurants’ Pandemic Survival Toolkit: Thriving on Community Resilience: An Abstract ML Troncoza, P Parke, C McCain, M Sinha Academy of Marketing Science Annual Conference, 331-332, 2022 | | 2022 |
