George R. Milne
George R. Milne
Professor of Marketing, University of Massachusetts Amherst
Verified email at
Cited by
Cited by
Creating and fostering fan identification in professional sports
WA Sutton, MA McDonald, GR Milne, J Cimperman
Sport marketing quarterly 6, 15-22, 1997
Exciting red and competent blue: the importance of color in marketing
LI Labrecque, GR Milne
Journal of the Academy of Marketing Science 40 (5), 711-727, 2012
Online personal branding: Processes, challenges, and implications
LI Labrecque, E Markos, GR Milne
Journal of interactive marketing 25 (1), 37-50, 2011
Strategies for reducing online privacy risks: Why consumers read (or don't read) online privacy notices
GR Milne, MJ Culnan
Journal of interactive marketing 18 (3), 15-29, 2004
Sport marketing: Managing the exchange process
GR Milne, MA McDonald
Jones & Bartlett Learning, 1999
Direct mail privacy-efficiency trade-offs within an implied social contract framework
GR Milne, ME Gordon
Journal of Public Policy & Marketing 12 (2), 206-215, 1993
Trust and concern in consumers’ perceptions of marketing information management practices
GR Milne, ME Boza
Journal of interactive Marketing 13 (1), 5-24, 1999
Gender differences in privacy-related measures for young adult Facebook users
MG Hoy, G Milne
Journal of interactive advertising 10 (2), 28-45, 2010
A conceptual framework for assessing brand equity in Division I college athletics
JM Gladden, GR Milne, WA Sutton
Journal of sport management 12 (1), 1-19, 1998
The marketers’ prismatic palette: A review of color research and future directions
LI Labrecque, VM Patrick, GR Milne
Psychology & Marketing 30 (2), 187-202, 2013
Motivational factors for evaluating sport spectator and participant markets.
MA McDonald, GR Milne, JB Hong
Sport marketing quarterly 11 (2), 2002
What messages to post? Evaluating the popularity of social media communications in business versus consumer markets
K Swani, GR Milne, BP Brown, AG Assaf, N Donthu
Industrial Marketing Management 62, 77-87, 2017
Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications
K Swani, BP Brown, GR Milne
Industrial marketing management 43 (5), 873-881, 2014
Consumers’ protection of online privacy and identity
GR Milne, AJ Rohm, S Bahl
Journal of Consumer Affairs 38 (2), 217-232, 2004
Examining the importance of brand equity in professional sports
JM Gladden, GR Milne
Sport Marketing Quarterly 8, 21-30, 1999
A mixed-method approach to examining brand-consumer interactions driven by social media
A Rohm, V D. Kaltcheva, G R. Milne
Journal of research in Interactive Marketing 7 (4), 295-311, 2013
Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of Fortune 500 companies
K Swani, G Milne, B P. Brown
Journal of Research in Interactive Marketing 7 (4), 269-294, 2013
Internet of Things: Convenience vs. privacy and secrecy
BD Weinberg, GR Milne, YG Andonova, FM Hajjat
Business Horizons 58 (6), 615-624, 2015
Consumer privacy and name removal across direct marketing channels: Exploring opt-in and opt-out alternatives
GR Milne, AJ Rohm
Journal of Public Policy & Marketing 19 (2), 238-249, 2000
Privacy and ethical issues in database/interactive marketing and public policy: A research framework and overview of the special issue
GR Milne
Journal of Public Policy & Marketing 19 (1), 1-6, 2000
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