Issues

Book Review

From Concept to Consumer: How to Turn Ideas into Money

Pelin Bicen
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Buyology: The Truth and Lies about Why We Buy

Sean McCormick
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Outsmart the MBA Clones: The Alternative Guide to Competitive Strategy, Marketing, and Branding

Alexander J. Lakotta
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The identification of social norms of price discrimination on the internet

Sarah Maxwell; Ellen Garbarino
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How budget constraints impact consumers' response to discount presentation formats

Lisa K. Scheer; Omar Shehryar; Charles M. Wood
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The effect of brand extensions on product brand image

F. Müge Arslan; Oylum Korkut Altuna
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Brand equity's antecedent/consequence relationships in cross‐cultural settings

S. Allen Broyles; Thaweephan Leingpibul; Robert H. Ross; Brent M. Foster
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Building brand community membership within organizations: a viable internal branding alternative?

P. Raj Devasagayam; Cheryl L. Buff; Timothy W. Aurand; Kimberly M. Judson
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Using the classic grounded theory approach to understand consumer purchase decision in relation to the first customized products

Zhongjun Tang; Xiaohong Chen; Juan Xiao
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Total customer engagement: designing and aligning key strategic elements to achieve growth

Christopher Roberts; Frank Alpert
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Editorial

Editorial

Richard C. Leventhal
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