1. Creating Brand Names With Meaning: The Use of Sound Symbolism

   • Richard R. Klink

   OriginalPaper Pages: 5 - 20

2. Understanding Supermarket Competition Using Choice Maps

   • Ashish Sinha

   OriginalPaper Pages: 21 - 35

3. Enlarging the Pie vs. Increasing One's Slice: An Analysis of the Relationship Between Generic and Brand Advertising

   • Sandeep Krishnamurthy

   OriginalPaper Pages: 37 - 48

4. Different Ways of 'Seeing': How Gender Differences in Information Processing Influence the Content Analysis of Narrative Texts

   • Pamela Kiecker
   • Kay M. Palan
   • Charles S. Areni

   OriginalPaper Pages: 49 - 65

5. Explaining Competitors' Reactions to New Product Introductions: The Roles of Event Characteristics, Managerial Interpretation, and Competitive Context

   • Eric Waarts
   • Berend Wierenga

   OriginalPaper Pages: 67 - 79

6. Organizational Trust and Interfirm Cooperation: An Examination of Horizontal Versus Vertical Alliances

   • Aric Rindfleisch

   OriginalPaper Pages: 81 - 95