Issues

Word-of-mouth marketing: Towards an improved understanding of multi-generational campaign reach

Lars Groeger; Francis Buttle
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International market segmentation: Economics, national culture and time

Desislava G. Budeva; Michael R. Mullen
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Brand identity fit in co-branding: The moderating role of C-B identification and consumer coping

Na Xiao; Seung Hwan (Mark) Lee
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Snowball to avalanche: Understanding the different predictors of the intention to propagate online marketing messages

Hung-Chang Chiu; Anurag Pant; Yi-Ching Hsieh; Monle Lee; Yi-Ting Hsioa; Jinshyang Roan
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Multichannel management gets “social”

Ilaria Dalla Pozza
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Price promotions effects of virtue and vice products

Josefa Parreño-Selva; Francisco José Mas-Ruiz; Enar Ruiz-Conde
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Perceptions of fair treatment in financial services: Development, validation and application of a fairness measurement scale

James F. Devlin; Sanjit Kumar Roy; Harjit Sekhon
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Cause marketing communications: Consumer inference on attitudes towards brand and cause

Sridhar Samu; Walter Wymer
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Recognising emotional expressions of complaining customers: A cross-cultural study

Alastair G. Tombs; Rebekah Russell-Bennett; Neal M. Ashkanasy
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Sustainable, hedonic and efficient: Interaction effects between product properties and consumer reviews on post-experience responses

Marie-Cecile Cervellon; Lindsey I. Carey
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Perceived authenticity of the visitor experience in museums: Conceptualization and initial empirical findings

Anne-Marie Hede; Romana Garma; Alexander Josiassen; Maree Thyne
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Synthesis of attraction effect research: Practical market implications?

Sandra J. Milberg; Mónica Silva; Paulina Celedon; Francisca Sinn
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Shame or pride?: The moderating role of self-construal on moral judgments concerning fashion counterfeits

Jae-Eun Kim; Kim K.P. Johnson
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Regulatory congruence effects in two-sided advertising: The mediating role of processing fluency and processing depth

Erlinde Cornelis; Veroline Cauberghe; Patrick De Pelesmacker
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The good, the bad and the variable: How evaluations of past editions influence the success of sequels

Frederik B.I. Situmeang; Mark A.A.M. Leenders; Nachoem M. Wijnberg
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Fans’ resistance to naming right sponsorships: Why stadium names remain the same for fans

David M. Woisetschläger; Vanessa J. Haselhoff; Christof Backhaus
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National versus local brands: Examining the influences of credence and experience services on customer perceptions of quality in a franchise context

Hyo-Jin Jean Jeon; Rajiv P. Dant; Aaron M. Gleiberman
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The role of meta-perceptions in customer complaining behavior

Dewi Tojib; Saman Khajehzadeh
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