Table of contents
Using promotional messages to manage the effects of brand and self‐image on brand evaluations
Timothy R. GraeffArgues that the degree of congruence (similarity) between a brand’s image and a consumer’s self‐image (self‐concept) can have significant effects on consumers’ brand evaluations…
Estimating the call option values embedded in closed‐end automobile leases
John B. WhiteBelieves that a feature of most closed‐end automobile leases is the right to purchase the car for a specified price at the termination of the lease. This characteristic of a…
Brand origin: conceptualization and review
Mrugank V. ThakorArgues that, although researchers have studied several aspects of brands which may affect consumer purchasing processes, one significant characteristic of many brands ‐ the origin…
An examination of the cross‐cultural differences in service quality: the example of Mexico and the USA
Paul Herbig, Alain GenestreTaking into account that, although service quality has had an immense popularity and generated much research in the USA, with limited studies completed on its international…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel