No. 8-3, June 1999
Index
- Measuring brand power: validating a model for optimizing brand equity
- What’s in a name? An intracultural investigation of Hispanic and Anglo consumer preferences and the importance of brand name
- The brand accounting side‐show
- Product entry in international markets: the effect of country‐of‐origin on first‐mover advantage
- Bargaining over the price of a product: delightful anticipation or abject dread?
- The computational effect of price endings in multi‐dimensional price advertising