Issues

Book Review

Towards Effective Place Brand Management: Branding European Cities and Regions

Birgit Muscat
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Paid, Owned, Earned: Maximizing Marketing Returns in a Socially Connected World

Ian D.H. Cuthill
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Brand Together: How Co‐creation Generates Innovation and Re‐energizes Brands

Marianna Sigala
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Optimal pricing for the growth of innovations with direct network externalities: an agent‐based approach

Mohammad G. Nejad
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Building brands through brand alliances: combining warranty information with a brand ally

Xiang Fang; Bashar S. Gammoh; Kevin E. Voss
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Involvement moderates the effect of message framing on consumers' perceived monetary gain and product choice

Eyal Gamliel; Ram Herstein
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Reassessing retailers' usage of partially comparative pricing

Shazad Mustapha Mohammed; Paul W. Miniard
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An analysis of consumer reactions to green strategies

Norm Borin; Joan Lindsey‐Mullikin; R. Krishnan
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Warranty implementation and evaluation: a global firm's case

A. Ben Oumlil
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Linking place, mega‐event and sponsorship evaluations

John Nadeau; Norm O'Reilly; Louise A. Heslop
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Uncovering attribute‐based determinants of loyalty in cigarette brands

Athanasios Krystallis
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Editorial

Editorial

Richard C. Leventhal
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