International journal of research in marketing

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  Año 1993, Vol. 10, Número 1

  • On starting a new term

    Piet Vanden Abeele

    pág. 1

    

  • Introduction to the special issue on brand equity

    Patrick Barwise

    págs. 3-8

    

  • Measuring brand value with scanner data

    Gary J. Russell, Wagner A. Kamakura

    págs. 9-22

    

  • The Equalization Price: A measure of consumer-perceived brand equity

    Chris Dubelaar, Joffre Swait, Jordan Louviere, Tulin Erdem

    págs. 23-45

    

  • Consumer evaluations of brand extensions: Further empirical results

    Roderick J. Brodie, Lorraine Sunde

    págs. 47-53

    

  • Interpreting cross-cultural replications of brand extension research

    David A. Aaker, Kevin Lane Keller

    págs. 55-59

    

  • Brand equity and the extendibility of brand names

    Raymond R. Burke, Arvind Rangaswamy

    págs. 61-75

    

  • A dialogue on momentum accounting for brand management

    Yuji Ijiri, Peter H. Farquhar

    págs. 77-92

    

  • Brand equity: Snark or Boojum?

    Patrick Barwise

    págs. 93-104

    

  • A tale of two gurus: Aaker and Kapferer on brands

    Gil McWilliam

    págs. 105-111