Ausgabe 3/2005
Inhalt (9 Artikel)
Branding strategies, marketing communication, and perceived brand meaning: The transfer of purposive, goal-oriented brand meaning to brand extensions
Ingrid M. Martin, David W. Stewart, Shashi Matta
The role of brand personality in charitable giving: An assessment and validation
Beverly T. Venable, Gregory M. Rose, Victoria D. Bush, Faye W. Gilbert
Intentions to use mobile services: Antecedents and cross-service comparisons
Herbjørn Nysveen, Per E. Pedersen, Helge Thorbjørnsen
Marketing, market growth, and endogenous growth theory: An inquiry into the causes of market growth
Sundar Bharadwaj, Terry Clark, Songpol Kulviwat
Organizational capabilities in e-commerce: An empirical investigation of e-brokerage service providers
Amit Saini, Jean L. Johnson