TOC: Mar Lett


Marketing Letters, 29(3)

A typology of brand alliances and consumer awareness of brand alliance integration
Casey E. Newmeyer, R. Venkatesh, Julie A. Ruth & Rabikar Chatterjee

Exclusive dealing without territory exclusivity in multichannel systems: managing channel conflict and driving commitment
Alberto Sa Vinhas & Richard Gibbs

Protecting positioning innovations: the emergence of non-traditional trademark registrations
Saurabh Mishra, Demetrios Vakratsas & Alexander V. Krasnikov

The effect of traditionally marginalized groups in advertising on consumer response
Enrica N. Ruggs, Jennifer Ames Stuart & Linyun W. Yang

Warmer or cooler: the influence of ambient temperature on complex choices
Luqiong Tong, Rui (Juliet) Zhu, Yuhuang Zheng & Ping Zhao

Besting the status quo: the effect of abstract versus concrete mindsets on emotional trade-off difficulty and avoidant coping behavior
David L. Alexander & Ashley Stadler Blank

The differentiated effect of advertising on readership: evidence from a two-sided market approach
Marc Ivaldi & Catherine Muller-Vibes

The self-creation effect: making a product supports its mindful consumption and the consumer’s well-being
Johanna Brunneder & Utpal Dholakia

In God we hope, in ads we believe: the influence of religion on hope, perceived ad credibility, and purchase behavior
Samer Sarofim & Frank G. Cabano