Volume 73, Number 3
May 2009
Marketing Under Uncertainty: The Logic of an Effectual Approach
Stuart Read, Nicholas Dew, Saras D. Sarasvathy, Michael Song, & Robert Wiltbank
Executive Summary and Biography Full Text
The Role of Within-Brand and Cross-Brand Communications in Competitive Growth
Barak Libai, Eitan Muller, & Renana Peres
Executive Summary and Biography Full Text Web Appendix
Are Product Returns a Necessary Evil? Antecedents and Consequences
J. Andrew Petersen, & V. Kumar
Executive Summary and Biography Full Text Web Appendix
Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?
J. Joško Brakus, Bernd H. Schmitt, & Lia Zarantonello
Executive Summary and Biography Full Text
Does Customer Demotion Jeopardize Loyalty?
Tillmann Wagner, Thorsten Hennig-Thurau, &Thomas Rudolph
Executive Summary and Biography Full Text
The Impact of Counterfeiting on Genuine-Item Consumers' Brand Relationships
Suraj Commuri
Executive Summary and Biography Full Text
Cross-Category Effects of Aisle and Display Placements: A Spatial Modeling Approach and Insights
Ram Bezawada, S. Balachander, P.K. Kannan, & Venkatesh Shankar
Executive Summary and Biography Full Text
American Girl and the Brand Gestalt: Closing the Loop on Sociocultural Branding Research
Nina Diamond, John F. Sherry Jr., Albert M. Muñiz Jr., Mary Ann McGrath, Robert V. Kozinets, & Stefania Borghini
Executive Summary and Biography Full Text
Book Reviews (Online Exclusive)
Nation Branding: Concepts, Issues, Practice, by Keith Dinnie
Review by Marc Fetscherin
Review by Alan T. Wood