Ausgabe 1/1999
Inhalt (7 Artikel)
Store-, Market-, and Consumer-Characteristics: The Drivers of Store Performance
Werner J. Reinartz, V. Kumar
Urban Legends: The Word-of-Mouth Communication of Morality Through Negative Story Content
D. Todd Donavan, John C. Mowen, Goutam Chakraborty
A Note on the Relationship between Firm Diversification and Corporate Advertising Expenditures
Jagmohan S. Raju, Sanjay K. Dhar
Corporate Advertising Pass-through onto the Brand: Some Experimental Evidence
Daniel A. Sheinin, Gabriel J. Biehal
Product Ownership as a Moderator of Self-Congruity Effects
Michael J. Barone, Terence A. Shimp, David E. Sprott
Estimating the Impact of Displays and Other Merchandising Support on Retail Brand Sales: Partial Pooling with Examples
Albert C. Bemmaor, Philip Hans Franses, Jeanine Kippers