Store-, Market-, and Consumer-Characteristics: The Drivers of Store Performance Werner J. ReinartzV. Kumar OriginalPaper Pages: 5 - 23
Urban Legends: The Word-of-Mouth Communication of Morality Through Negative Story Content D. Todd DonavanJohn C. MowenGoutam Chakraborty OriginalPaper Pages: 23 - 35
A Note on the Relationship between Firm Diversification and Corporate Advertising Expenditures Jagmohan S. RajuSanjay K. Dhar OriginalPaper Pages: 35 - 50
The Moderating Impact of Quantitative Information on the Relationship Between Source Credibility and Persuasion: A Persuasion Knowledge Model Interpretation Nancy ArtzAlice M. Tybout OriginalPaper Pages: 51 - 63
Corporate Advertising Pass-through onto the Brand: Some Experimental Evidence Daniel A. SheininGabriel J. Biehal OriginalPaper Pages: 63 - 74
Product Ownership as a Moderator of Self-Congruity Effects Michael J. BaroneTerence A. ShimpDavid E. Sprott OriginalPaper Pages: 75 - 86
Estimating the Impact of Displays and Other Merchandising Support on Retail Brand Sales: Partial Pooling with Examples Albert C. BemmaorPhilip Hans FransesJeanine Kippers OriginalPaper Pages: 87 - 101