Issue 5/2012
Content (7 Articles)
Original Empirical Research
Consequences of customer loyalty to the loyalty program and to the company
Heiner Evanschitzky, B. Ramaseshan, David M. Woisetschläger, Verena Richelsen, Markus Blut, Christof Backhaus
Open Access
Original Empirical Research
Genetic and neurological foundations of customer orientation: field and experimental evidence
Richard P. Bagozzi, Willem J. M. I. Verbeke, Wouter E. van den Berg, Wim J. R. Rietdijk, Roeland C. Dietvorst, Loek Worm
Original Empirical Research
Marketing control rights and their distribution within technology licensing agreements: a real options perspective
D. Eric Boyd, Brian P. Brown
Original Empirical Research
Slotting allowances: a time series analysis of aggregate effects over three decades
Ravi S. Achrol
Original Empirical Research
Consumer spending self-control effectiveness and outcome elaboration prompts
Kelly L. Haws, William O. Bearden, Gergana Y. Nenkov
Original Empirical Research
Exciting red and competent blue: the importance of color in marketing
Lauren I. Labrecque, George R. Milne
Original Empirical Research
Implementing an intended brand personality: a dyadic perspective
Lucia Malär, Bettina Nyffenegger, Harley Krohmer, Wayne D. Hoyer