TOC: Mar Theory
Introduction
Marketing Theory, 9(1)
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In memoriam — Barbara B. Stern (Co-Editor of Marketing Theory, 2000–2008)
–Morris B. Holbrook [] []
The foundations of relationship marketing: reciprocity and trade relations
–Mark Tadajewski [] []
Corporate branding and brand architecture: a conceptual framework
–Laurent Muzellec and Mary C. Lambkin [] []
Serving `The Guest’: Gunther Anders at the Grand Seaside Hotel
–Dirk Bunzel and Martin Parker [] [Google Scholar]
Identity, consumption and narratives of socialization
–Avi Shankar, Richard Elliott, and James A. Fitchett [] []
Towards new conceptualizations of branding: theories of the middle range
–Roderick J. Brodie and Leslie de Chernatony [] []
Towards the holy grail of defining `brand’
–Leslie de Chernatony [] [Google Scholar]
From goods to service branding: An integrative perspective
–Roderick J. Brodie [] []
Towards an identity-based branding
–Christoph Burmann, Sabrina Hegner, and Nicola Riley [] []
Brand community in search of theory: An endless spiral of ambiguity
–Mark Gabbott and Colin Jevons [] []
The cultural codes of branding
–Jonathan E. Schroeder [] []
Brands as relationship facilitators in consumer markets
–Cleopatra Veloutsou [] []
When brands get branded
–Frank Huber, Johannes Vogel, and Frederik Meyer [] []
Integrating brand, retailer and end-customer perspectives
–Mark Glynn [] []
Branding in the post-internet era
–George Christodoulides [] []