Volume 22, issue 6, August 2015

5 articles in this issue

Erratum: Measuring the short-term spillover impact of a product recall on a brand ecosystem

Authors
- Robert Mackalski
- Jean-Francois Belisle
- Content type: Erratum
- Published: 07 August 2015
- Pages: 485 - 485
In memory of Johan van Rekom (1963–2015)

Authors
- Tim Oliver Brexendorf
- Joachim Kernstock
- Shaun M Powell
- Content type: Obituary
- Published: 22 September 2015
- Pages: 486 - 486
Marketing strategy decisions for brand extension success

Authors
- Pinelopi Athanasopoulou
- Apostolos N Giovanis
- George J Avlonitis
- Content type: Original Article
- Published: 11 September 2015
- Pages: 487 - 514
Is it the ‘alpha’ or the ‘numeric’?: Consumers’ evaluation of letter versus number changes in alphanumeric brand names

Authors
- Selcan Kara
- Kunter Gunasti
- William T Ross
- Content type: Original Article
- Published: 22 September 2015
- Pages: 515 - 533
The line extension dilemma: Greater difference or similarity to existing products?

Authors
- Dean C H Wilkie
- Lester W Johnson
- Lesley White
- Content type: Original Article
- Published: 14 August 2015
- Pages: 534 - 550