No. 23-4/5, August 2014
Index
- Examining the brand name – mark relationship in emerging markets
- “Natural” labeling and consumers’ sentimental pastoral notion
- Can vague brand slogans promote desirable consumer responses?
- Perceived fit and deal framing: the moderating effect of perceived fit on sales promotions in line and brand extensions
- An evaluation of the effectiveness of rugby event sponsorship: a study of Dove Men+Care and the Welsh Rugby Union
- Brand switching of high-technology capital products: how product features dictate the switching decision
- Linking user experience and consumer-based brand equity: the moderating role of consumer expertise and lifestyle
- Price promotions and their effect upon reference prices
- Who pays the price for loyalty? The role of self-consciousness