No. 17-4, July 2008
Index
- Event sponsorship as a value creating strategy for brands
- Measuring the brand category through semantic differentiation
- Consumer innovativeness and consumer acceptance of brand extensions
- The implications of platform sharing on brand value
- Brands portfolios and competitive advantage: an empirical study
- A comparative study of perceptions toward “scratch and save” promotions in Canada and Korea
- Mode matters: an exemplar‐prototype hybrid (EPH) model of reference price formation
- Providing the tools to build brand share of heart: Gydget.com
- Condoms, cigarettes, and cell phones: does brand advertising increase generic demand?