The relationship between the marketing mix and share of category requirements C. B. BhattacharyaPeter S. FaderWayne S. Desarbo OriginalPaper Pages: 5 - 18
Advertising effects on consumer welfare: Prices paid and liking for brands selected Anusree MitraJohn G. Lynch Jr. OriginalPaper Pages: 19 - 29
The effect of experience with a brand imitator on the original brand Judith Lynne ZaichkowskyRichard Neil Simpson OriginalPaper Pages: 31 - 39
A dynamic model of reference price and expected quality Praveen K. KopalleRussell S. Winer OriginalPaper Pages: 41 - 52
Understanding the negativity effect: The role of processing focus Lydia J. Price OriginalPaper Pages: 53 - 62
Computer-aided content analysis: What do 240 advertising slogans have in common? Grahame R. DowlingBoris Kabanoff OriginalPaper Pages: 63 - 75
Consumer inventory sensitivity and the postpromotion dip Scott A. NeslinLinda G. Schneider Stone OriginalPaper Pages: 77 - 94
Order of entry, trial diffusion, and elasticity dynamics: An empirical case Philip M. ParkerHubert Gatignon OriginalPaper Pages: 95 - 109