Issue 4/2006
Content (7 Articles)
When giving some away makes sense to jump-start the diffusion process
Donald R. Lehmann, Mercedes Esteban-Bravo
The no-choice option and dual response choice designs
Jeff D. Brazell, Christopher G. Diener, Ekaterina Karniouchina, William L. Moore, Válerie Séverin, Pierre-Francois Uldry
The consumer as advocate: Self-relevance, culture, and word-of-mouth
Cindy M. Y. Chung, Peter R. Darke
Personal loan users’ mental integration of payment and consumption
Bernadette Kamleitner, Erich Kirchler
“Pay 80%” versus “get 20% off”: The effect of novel discount presentation on consumers’ deal perceptions
Hyeong Min Kim, Thomas Kramer
Brand value creation: Analysis of the Interbrand-Business Week brand value rankings
Singfat Chu, Hean Tat Keh