TOC: Mar Letters


Marketing Letters, 28(3)

The future of Marketing Letters
Peter N. Golder, Sandy Jap & Joel H. Steckel

The impact of advertising content on movie revenues
Vithala R. Rao, S. Abraham (Avri) Ravid, Richard T. Gretz, Jialie Chen & Suman Basuroy

Do green packages lead to misperceptions? The influence of package colors on consumers’ perceptions of brands with environmental claims
Joon Yong Seo & Debra L. Scammon

The value of winning: endorsement returns in individual sports
Dirk F. Gerritsen & Saskia van Rheenen

How psychological contracts motivate employer-brand patronage
Yoshiko DeMotta & Sankar Sen

The influence of graphical versus numerical information representation modes on the compromise effect
Jungkeun Kim

Creating ethical brands: the role of brand name on consumer perceived ethicality
Richard R. Klink & Lan Wu

Using segment level stability to select target segments in data-driven market segmentation studies
Sara Dolnicar & Friedrich Leisch

Power and the appeal of the deal: how consumers value the control provided by Pay What You Want (PWYW) pricing
Michael J. Barone, T. J. Bae, Shanshan Qian & Jason d’Mello

The effects of uppercase and lowercase wordmarks on brand perceptions
Xiaobing Xu, Rong Chen & Maggie Wenjing Liu

The vices and virtues of consumption choices: price promotion and consumer decision making
Ji Yan, Kun Tian, Saeed Heravi & Peter Morgan

Investigating the unobserved heterogeneity in consumers’ sensitivity to the price of gasoline
Hojin Jung