TOC: Mar Letters
Introduction
Marketing Letters, 26(3)
Measure twice and cut once: the carpenter’s rule still applies
Wagner A. Kamakura
Appropriate use of single-item measures is here to stay
Lars Bergkvist
On the limits of research rigidity: the number of items in a scale
Ulf Böckenholt & Donald R. Lehmann
The “new wave” in studying Asian markets and consumers
Bernd Schmitt
They are not all same: variations in Asian consumers’ value perceptions of luxury brands
Paurav Shukla, Jaywant Singh & Madhumita Banerjee
Conspicuous consumption and income inequality in an emerging economy: evidence from India
Saravana Jaikumar & Ankur Sarin
Consumer store choice in Asian markets
Yusong Wang & David R. Bell
Cross-national differences in uncertainty avoidance predict the effectiveness of mass customization across East Asia: a large-scale field investigation
Emanuel de Bellis, Christian Hildebrand, Kenichi Ito & Andreas Herrmann
The Korean language and the effects of its honorifics system in advertising: deferential vs. informal speech as regulatory prime on persuasive impact
Jin K. Han, Yong Seok Sohn & Kun Woo Yoo
The case of wine: understanding Chinese gift-giving behavior
Ye Yang & Angela Paladino
Celebrity endorsements and women consumers in India: how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency
Subhadip Roy, Abhijit Guha & Abhijit Biswas
Examining the effect of cultural congruence, processing fluency, and uncertainty avoidance in online purchase decisions in the U.S. and Korea
Dongwoo Ko, Yuri Seo & Sang-Uk Jung
Do you really feel happy? Some implications of Voice Emotion Response in Mandarin Chinese
Wan-Chen Wang, Charles S. Chien & Luiz Moutinho
