Is it better to have loved and lost than never to have loved at all? The effect of changes in product features over time Sankar SenVicki G. Morwitz OriginalPaper Pages: 225 - 235
An empirical comparison of consumer-based measures of brand equity Manoj K. AgarwalVithala R. Rao OriginalPaper Pages: 237 - 247
Customer satisfaction and customer behavior: The differential role of brand and category expectations Kamal GuptaDavid W. Stewart OriginalPaper Pages: 249 - 263