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Co-producing with consumers: how varying levels of control and co-production impact affect
Jennifer Stevens, Carol L. Esmark, Stephanie M. Noble & Na Young Lee

Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism
Peter M. Fischer & Katharina P. Zeugner-Roth

Impact of age on brand awareness sets: a turning point in consumers’ early 60s
Raphaëlle Lambert-Pandraud, Gilles Laurent, Etienne Mullet & Carolyn Yoon

When do unethical brand perceptions spill over to competitors?
Rebecca K. Trump & Kevin P. Newman

Brand-anchored discrete choice experiment (BDCE) vs. direct attribute rating (DAR): An empirical comparison of predictive validity
Mario Farsky, Oliver Schnittka, Henrik Sattler, Björn Höfer & Carina Lorth

The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity
Benedikt Schnurr, Alexandra Brunner-Sperdin & Nicola E. Stokburger-Sauer

Relationship type, perceived trust, and ambiguity aversion
Hsin-Hsien Liu & Jung-Hua Chang

Hoping grey goes green: air pollution’s impact on consumer automobile choices
Jia Li, Charles C. Moul & Wanqing Zhang

Assessing corporate demand for sponsorship: marketing costs in the financial services industry
Jonathan A. Jensen

Malleability of taste perception: biasing effects of rating scale format on taste recognition, product evaluation, and willingness to pay
Antonia Mantonakis, Norbert Schwarz, Amanda Wudarzewski & Carolyn Yoon

Sustaining relationships after opportunism and misunderstanding: the role of formalization and socialization
Chun Zhang, Julie Juan Li & Ying Huang

Do sexy mouthwash ads leave a bad aftertaste? The interaction of sexual self-schema and brand positioning fit on female-targeted sexual advertising efficacy
James Mark Mayer & Plamen Peev

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