Doctoral Colloquium: Consumer Behavior Issues, Part I -- Retailing: Store Environment and Image -- Consumer Behavior: Cultural Influences and Behavior -- Doctoral Colloquium: Consumer Behavior Issues, Part II -- Branding in the B2B Marketplace -- International Marketing Strategies -- Value...

Blueprinting and Strategy for Service Providers and Buyers -- Export Strategies and Global Markets -- Demographic Perspectives of Consumer Behavior -- European Perspectives on B2B Marketing -- Branding Decisions and Buyer-Seller Relationships in Global Markets -- Developments in Sales Management...

Purpose – The goal of this paper is to understand the relationship between advertising spending and the volume and valence of publicity, and assessments of corporate brands (opinion, value and reputation). Design/methodology/approach – Two studies examine major multi‐national companies as...

Purpose – The purpose of this research is to understand the relationship between publicity, advertising activity and corporate sales in the context of a company’s existing reputation. Design/methodology/approach – The study brings together four unique industry datasets and uses...