Comments from the Editors

Welcome to the Spring 2025 issue of the Journal of Applied Marketing Theory. The Journal of Applied Marketing Theory (JAMT) is dedicated to providing a reputable platform for the dissemination of academic research that both advances marketing knowledge and offers practical insights for marketing professionals. In this issue, we are pleased to feature six manuscripts that explore a diverse range of topics within the field. Each article was well-received by our review team and contributes valuable perspectives to current marketing discussions. We are delighted to share these contributions with our readers and hope you find them both insightful and thought-provoking.