Creating Brand Names With Meaning: The Use of Sound Symbolism Richard R. Klink OriginalPaper Pages: 5 - 20
Enlarging the Pie vs. Increasing One's Slice: An Analysis of the Relationship Between Generic and Brand Advertising Sandeep Krishnamurthy OriginalPaper Pages: 37 - 48
Different Ways of 'Seeing': How Gender Differences in Information Processing Influence the Content Analysis of Narrative Texts Pamela KieckerKay M. PalanCharles S. Areni OriginalPaper Pages: 49 - 65
Explaining Competitors' Reactions to New Product Introductions: The Roles of Event Characteristics, Managerial Interpretation, and Competitive Context Eric WaartsBerend Wierenga OriginalPaper Pages: 67 - 79
Organizational Trust and Interfirm Cooperation: An Examination of Horizontal Versus Vertical Alliances Aric Rindfleisch OriginalPaper Pages: 81 - 95