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Consumer attitudes towards brands in times of great price sensitivity. Four case studies

Josep-Francesc Valls, María José Andrade, Raquel Arribas
Innovative Marketing Volume 7 2011, Issue #2

Investigating the level of "opportunity to see": a case of advertisements on the roadside light emitting diode video screens

Bideri Ishuheri Nyamulinda, Etienne Musonera, Egide Karuranga
Innovative Marketing Volume 7 2011, Issue #2

Sensorial brand strategies for value co-creation

Clarinda Rodrigues, Bertil Hultén, Carlos Brito
Innovative Marketing Volume 7 2011, Issue #2

Business development in the early stages of commercializing disruptive innovation: considering the implications of Moore's life cycle model and Christensen's model of disruptive innovation

Joseph Giglierano, Robert Vitale, J.J. McClatchy
Innovative Marketing Volume 7 2011, Issue #2

Branding the controversial: challenges in destination branding

Dana-Nicoleta Lascu, Evelyn Ruth Soto Amesquita
Innovative Marketing Volume 7 2011, Issue #2

Combining resources and limiting the change boundary: the case of an ERP system implementation

Daniel Hjelmgren
Innovative Marketing Volume 7 2011, Issue #2

The linguistic analysis of brand names with the analytic hierarchy process and an application in Turkish biscuit market

Ercan Taşkin, Sait Sarioğlu
Innovative Marketing Volume 7 2011, Issue #1

Risk management and insurance: a missing link in marketing thought and practice

Odo Cosmas Ogobuchi
Innovative Marketing Volume 7 2011, Issue #1

The examination of the antecedents of consumer attitude toward global brands from perspective of Turkish culture

Tulin Ural, Aslı Kucukaslan
Innovative Marketing Volume 7 2011, Issue #1
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