Volume 16, Issue 2 | Marketing Letters

Marketing Letters

A Journal of Research in Marketing

Publishing model:: Hybrid

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Volume 16, Issue 2

April 2005

6 articles in this issue

The Role of Ordinary Evaluations in the Market for Popular Culture: Do Consumers Have “Good Taste”?
Morris B. Holbrook
OriginalPaper Pages: 75 - 86
Blissful Insularity: When Brands are Judged in Isolation from Competitors
Steven S. Posavac
Frank R. Kardes
Gavan J. Fitzsimons
OriginalPaper Pages: 87 - 97
Optimal Duration of Magazine Promotions
Mercedes Esteban-Bravo
José M. Múgica
Jose M. Vidal-Sanz
OriginalPaper Pages: 99 - 114
Consumer Segments Based on Attitudes Toward Luxury: Empirical Evidence from Twenty Countries
Bernard Dubois
Sandor Czellar
Gilles Laurent
OriginalPaper Pages: 115 - 128
Do Certified Mail Third-Wave Follow-ups Really Boost Response Rates and Quality?
Jeffrey B. Schmidt
Roger J. Calantone
Mitzi M. Montoya-Weiss
OriginalPaper Pages: 129 - 141
A Positive Theory of Private Label: A Strategic Role of Private Label in a Duopoly National-Brand Market
Chi-Cheng Wu
Chih-Jen Wang
OriginalPaper Pages: 143 - 161