Acceso usuarios
The role of brands in the behavior and purchase decisions of compulsive versus noncompulsive buyers
Csilla Horváth, Marcel van Birgelen
págs. 2-21
Corporate heritage identity stewardship: : a corporate marketing perspective
Mario Burghausen, John M.T. Balmer
págs. 22-61
Names versus faces: : examining spokesperson-based congruency effects in advertising
Jasmina Ilicic, Alicia Kulczynski, Stacey Baxter
págs. 62-81
Consumer knowledge discrimination
Kishore Gopalakrishna Pillai, Michael J. Brusco, Ronald Goldsmith, Charles F. Hofacker
págs. 82-100
Consonants in brand names influence brand gender perceptions
Amelie Guevremont, Bianca Grohmann
págs. 101-122
Publishing success of marketing academics: : antecedents and outcomes
James Richard, Geof Plimmer, Charles. Campbell, Kim-Shyan Fam
págs. 123-145
The effect of brand design on brand gender perceptions and brand preference
Theo Lieven, Andreas Herrmann, Mirjam van Praag, Jan R. Landwehr, Bianca Grohmann
págs. 146-169
How shopping orientation influences the effectiveness of monetary and nonmonetary promotions
Oliver B. Büttner, Arnd Florack, Anja S. Göritz
págs. 170-189
Mandatory use of technology-based self-service: : does expertise help or hurt?
Machiel Reinders, Ruud T. Frambach, Mirella Kleijnen
págs. 190-211
Utilitarian and hedonic promotional appeals of 99-ending prices: : The influence of decision-making style
Charlotte Gaston Breton, Lola C. Duque
págs. 212-237
Defective co-creation: : Developing a typology of consumer dysfunction in professional services
Dominique A Greer
págs. 238-261
Exploring the effectiveness of consumer creativity in online marketing communications
Jintao Wu, Na Wen, Wenyu Dou, Junsong. Chen
págs. 262-276
