págs. 2-28
Boosting the effectiveness of channel governance options: : The moderationing role of relational norms
James R. Browna, Scott K. Weaven, Rajiv P. Dant, Jody L Crosno
págs. 29-57
Sabrina V. Helm, Uwe Renk, Anubha Mishra
págs. 58-77
Nak Hwan Choi, Jae Min Jung, Tamir Oyunbileg, Pianpian Yang
págs. 78-99
Effects of economic and social satisfaction on partner trust: : An investigation of temporal carryover effects
Hong-Youl Ha, Myung-Soo Lee, Swinder Janda
págs. 100-123
Are consumers’ reasons for and against behaviour distinct?
Andreas Chatzidakis, Sally Hibbert, Heidi Winklhofer
págs. 124-144
págs. 145-165
págs. 166-188
Cathy McGouran, Andrea Prothero
págs. 189-212
Stephan Wilkens, Carina Beckenuyte, Muhammad Mohsin Butt
págs. 213-235
Moral identity centrality and cause-related marketing: : The moderating effects of brand social responsibility image and emotional brand attachment
Hongwei He, Weichun Zhu, Dennis Gouran, Olivia Kolo
págs. 236-259
Anthropomorphic packaging: : is there life on “Mars”?
Alexandros Triantos, Emmanuella Plakoyiannaki, Evaggelia Outra, Nikolaos Petridis
págs. 260-275
Predictive validity of evidence-based persuasion principles: : An application of the index method
J. Scott Armstrong, Rui Du, Kesten C. Green, Andreas Graefe
págs. 276-293
Evidence-based advertising using persuasion principles: : Predictive validity and proof of concept
Daniel O'Keefe
págs. 294-300
págs. 301-305
págs. 306-311
Predicting what? The strengths and limitations of a test of persuasive advertising principles
Malcolm J. Wright
págs. 312-316
Persuasion Principles Index: : ready for pretesting advertisements
Kesten C. Green, J. Scott Armstrong, Rui Du, Andreas Graefe
págs. 317-326