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A model of the role of free drug samples in physicians' prescription decisions
Joseph, Kissan; Mantrala, Murali K. - In: Marketing letters : a journal of research in marketing 20 (2009) 1, pp. 15-29
Persistent link: https://www.econbiz.de/10003805708
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Familiarity and competence diversity in new product development teams : effects on new product performance
Haon, Christophe; Gotteland, David; Fornerino, Marianela - In: Marketing letters : a journal of research in marketing 20 (2009) 1, pp. 75-89
Persistent link: https://www.econbiz.de/10003805719
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Convergence in the high-technology consumer markets : not all brands gain equally from adding new functionalities to products
Gill, Tripat; Lei, Jing - In: Marketing letters : a journal of research in marketing 20 (2009) 1, pp. 91-103
Persistent link: https://www.econbiz.de/10003805723
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Entry for supermarket feature me-too brands : an empirical explanation of incidence and timing
Sinapuelas, Ian Clark; Robinson, William Thomas - In: Marketing letters : a journal of research in marketing 20 (2009) 2, pp. 183-196
Persistent link: https://www.econbiz.de/10003819980
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Using brand equity to counter outsourcing opportunism : a game theoretic approach
Lim, Wei Shi; Soo, Jiuan Tan - In: Marketing letters : a journal of research in marketing 20 (2009) 4, pp. 369-383
Persistent link: https://www.econbiz.de/10003898052
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Brand extension naming strategies: an exploratory study of the impact of brand traits
Vanhonacker, Wilfried R. - In: Marketing letters : a journal of research in marketing 18 (2007) 1/2, pp. 61-72
Persistent link: https://www.econbiz.de/10003471282
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Guilty by stereotypic association : country animosity and brand prejudice and discrimination
Russell, Cristel; Russell, Dale - In: Marketing letters : a journal of research in marketing 21 (2010) 4, pp. 413-425
Persistent link: https://www.econbiz.de/10008796170
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Image feedback effects of brand extensions : evidence from a longitudinal field study
Völckner, Franziska; Sattler, Henrik; Kaufmann, Gwen - In: Marketing letters : a journal of research in marketing 19 (2008) 2, pp. 109-124
Persistent link: https://www.econbiz.de/10003703917
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Compromising the compromise effect : brands matter
Sinn, Francisca; Milberg, Sandra J.; Epstein, Leonardo D.; … - In: Marketing letters : a journal of research in marketing 18 (2007) 4, pp. 223-236
Persistent link: https://www.econbiz.de/10003549582
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Leveraging brand equity to attract human capital
DelVecchio, Devon; Jarvis, Cheryl Burke; Klink, Richard R. - In: Marketing letters : a journal of research in marketing 18 (2007) 3, pp. 149-164
Persistent link: https://www.econbiz.de/10003508092