International journal of research in marketing

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  Año 2014, Vol. 31, Número 1

  • Going for gold: : Investigating the (non)sense of increased advertising around major sports events

    Maarten J. Gijsenberg

    • Resumen

    págs. 2-15

    

  • The role of sponsorship fit for changing brand affect: : A latent growth modeling approach

    Marc Mazodier, Pascale Quester

    • Resumen

    págs. 16-29

    

  • Comment: Measuring marketing effectiveness around major sports events: : A comparison of two studies and a call for action

    Maarten J. Gijsenberg

    • Resumen

    págs. 30-32

    

  • Comment: Leveraging sport events over time: : A comparison of sponsorship and sport event advertising

    Marc Mazodier, Pascale Quester

    • Resumen

    págs. 33-34

    

  • A simple method for estimating preference parameters for individuals

    Bart D. Frischknecht, Christine Eckert, John Geweke, Jordan J. Louviere

    • Resumen

    págs. 35-48

    

  • The effect of search channel elimination on purchase incidence, order size and channel choice

    Umut Konus, Scott A. Neslin, Peter C. Verhoef

    • Resumen

    págs. 49-64

    

  • The commercial contribution of clinical studies for pharmaceutical drugs

    Ashish Sood, Eelco Kappe, Stefan Stremersch

    • Resumen

    págs. 65-77

    

  • Beating the recession blues: : Exploring the link between family ownership, strategic marketing behavior and firm performance during recessions

    Saim Kashmiri, Vijay Mahajan

    • Resumen

    págs. 78-93

    

  • Consumer response to uncertain promotions: : An empirical analysis of conditional rebates

    Kusum L. Ailawadi, Karen Gedenk, Tobias Langer, Yu Ma, Scott A. Neslin

    • Resumen

    págs. 94-106

    

  • When giving money does not work: : The differential effects of monetary versus in-kind rewards in referral reward programs

    Liyin Jin, Yunhui Huang

    • Resumen

    págs. 107-116

    

  • Naturally designed for masculinity vs. femininity? Prenatal testosterone predicts male consumers' choices of gender-imaged products

    Jaakko Aspara, Bram Van den Bergh

    • Resumen

    págs. 117-121

    

  • Examining children's preference for phonetically manipulated brand names across two English accent groups

    Stacey Baxter, Tina Lowrey

    • Resumen

    págs. 122-124

    

  • Does exposure to dogs (cows) increase the preference for Puma (the colour white)? Not always

    Tripat Gill, Monica El Gamal

    • Resumen

    págs. 125-126