Pay attention to substantive and methodological/modeling issues and the questions below that may be helpful in preparing your review.
Conceptual Framework & Theory
1.What is the marketing theory or model discussed in the article?
2.Are the author’s conceptualization and model specification suitable?
3.Does the paper adequately capture the key theoretical relationships?
1.What are the interesting ideas in this paper?
2.What is the contribution of this paper to the field of marketing?
3.What are the “takeaways” for marketing managers?
4.How would you develop these ideas further?