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Volume 36 Issue 8 (August 2019), Pages 743-798

Issue Information (pages 743-745)

  • Published: 02 Jul 2019
  • DOI: 10.1002/mar.21124

Market claims and efficacy information in direct‐to‐consumer prescription drug print advertisements (pages 747-757)

  • Kathryn J. Aikin, Kevin R. Betts, Aysha Keisler, Kathryn Schaefer Ziemer
  • Published: 29 Mar 2019
  • DOI: 10.1002/mar.21209

What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co‐branding partnership (pages 758-772)

  • Nicole Koschate‐Fischer, Wayne D. Hoyer, Christiane Wolframm
  • Published: 04 Apr 2019
  • DOI: 10.1002/mar.21210

The zero‐price effect in freemium business models: The moderating effects of free mentality and price–quality inference (pages 773-790)

  • Thomas Niemand, Robert Mai, Sascha Kraus
  • Published: 11 Apr 2019
  • DOI: 10.1002/mar.21211

Family firms’ identity communication and consumers’ product involvement impact on consumer response (pages 791-798)

  • Manuel Alonso‐Dos‐Santos, Orlando Llanos‐Contreras, Pablo Farías
  • Published: 20 Apr 2019
  • DOI: 10.1002/mar.21212

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