Escalation of commitment during new product development Jeffrey B. SchmidtRoger J. Calantone OriginalPaper Pages: 103 - 118
Beyond first impressions: The effects of repeated exposure on consumer liking of visually complex and simple product designs Dena CoxAnthony D. Cox OriginalPaper Pages: 119 - 130
The effects of price on brand extension evaluations: The moderating role of extension similarity Valerie A. TaylorWilliam O. Bearden OriginalPaper Pages: 131 - 140
Alliance competence, resources, and alliance success: Conceptualization, measurement, and initial test C. Jay LambeRobert E. SpekmanShelby D. Hunt OriginalPaper Pages: 141 - 158
Customer mind-set of employees throughout the organization Karen Norman KennedyFelicia G. LasskJerry R. Goolsby OriginalPaper Pages: 159 - 171