págs. 7-12
Laura Herrewijn, Karolien Poels
págs. 17-44
Constitutive marketing: towards understanding brand community formation
Ana Kilambi, Michel Laroche, Marie Odile Richard
págs. 45-64
Edith G. Smit, Peter Neijens, Robert Heath
págs. 65-84
Rational and irrational influences on lucky draw participation
Gerard Prendergast, Edmund R. Thompson
págs. 85-100
Communication using celebrities in the non-profit sector: determinants of its effectiveness
María del Mar García de los Salmones, Rafael Domínguez Martín , Ángel Herrero Crespo
págs. 101-119
Kai Yu Wang, Eric Shih, L. A. Peracchio
págs. 121-141
Yunjae Cheong, Kihan Kim, Hyuksoo Kim
págs. 143-162