1. Store-, Market-, and Consumer-Characteristics: The Drivers of Store Performance

   • Werner J. Reinartz
   • V. Kumar

   OriginalPaper Pages: 5 - 23

2. Urban Legends: The Word-of-Mouth Communication of Morality Through Negative Story Content

   • D. Todd Donavan
   • John C. Mowen
   • Goutam Chakraborty

   OriginalPaper Pages: 23 - 35

3. A Note on the Relationship between Firm Diversification and Corporate Advertising Expenditures

   • Jagmohan S. Raju
   • Sanjay K. Dhar

   OriginalPaper Pages: 35 - 50

4. The Moderating Impact of Quantitative Information on the Relationship Between Source Credibility and Persuasion: A Persuasion Knowledge Model Interpretation

   • Nancy Artz
   • Alice M. Tybout

   OriginalPaper Pages: 51 - 63

5. Corporate Advertising Pass-through onto the Brand: Some Experimental Evidence

   • Daniel A. Sheinin
   • Gabriel J. Biehal

   OriginalPaper Pages: 63 - 74

6. Product Ownership as a Moderator of Self-Congruity Effects

   • Michael J. Barone
   • Terence A. Shimp
   • David E. Sprott

   OriginalPaper Pages: 75 - 86

7. Estimating the Impact of Displays and Other Merchandising Support on Retail Brand Sales: Partial Pooling with Examples

   • Albert C. Bemmaor
   • Philip Hans Franses
   • Jeanine Kippers

   OriginalPaper Pages: 87 - 101