Word-of-mouth marketing: : towards an improved understanding of multi-generational campaign reach
págs. 1-2
International market segmentation: : economics, national culture and time
págs. 2-3
Brand identity fit in co-branding: : the moderating role of C-B identification and consumer coping
págs. 3-4
Snowball to avalanche: : understanding the different predictors of the intention to propagate online marketing messages
Hung-Chang Chiu, Anurag Pant, Yi-Ching Hsieh, Monle Lee, Yi-Ting Hsioa
págs. 5-6
págs. 6-7
págs. 7-8
Perceptions of fair treatment in financial services: : development, validation and application of a fairness measurement scale
págs. 8-9
Cause marketing communications: : consumer inference on attitudes towards brand and cause
págs. 9-10
Recognising emotional expressions of complaining customers: : A cross-cultural study
Alastair G. Tombs, Rebekah Russell-Bennett, Neal M. Ashkanasy
págs. 10-11
Sustainable, hedonic and efficient: : interaction effects between product properties and consumer reviews on post-experience responses
págs. 11-12
Perceived authenticity of the visitor experience in museums: : conceptualization and initial empirical findings
Anne-Marie Hede, Romana Garma, Alexander Josiassen, Maree Thyne
págs. 12-13
Synthesis of attraction effect research: : practical marketing implications?
Sandra Milberg, Mónica Silva, Paulina Celedon, Francisca Sinn
págs. 13-14
págs. 14-15
Regulatory congruence effects in two-sided advertising: : the mediating role of processing fluency and processing depth
Erlinde Cornelis, Veroline Cauberghe, Patrick De Pelesmacker
págs. 15-16
The good, the bad and the variable: : how evaluations of past editions influence the success of sequels
Frederik Bungaran Ishak Situmeang, Mark A.A.M. Leenders, Nachoem M. Wijnberg
págs. 17-18
Fans� resistance to naming right sponsorships � why stadium names remain the same for fans
David M. Woisetschläger, Vanessa J. Haselhoff, Christof Backhaus
págs. 18-19
National versus local brands: : examining the influences of credence and experience services on customer perceptions of quality in a franchise context
págs. 19-20
págs. 20-21
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