Journal "Innovative Marketing", #1/2007

Available files

Some papers of the issue are freely available. Please check contents below for hyperlinks pointing to appropriate files. All other issues will be available only for subscribers, see more information about subscribing and single issue purchasing conditions.

#1/2007. English language version is available in PDF format. Please use Adobe Acrobat Reader versions 5.0/6.0 to view and print this file.

Contents of issue

J. Charlene Davis
A Conceptual View of Branding for Services

Gila E. Fruchter, Ariel Fligler
The Various Brands in the Optimal Product Line vs. the Optimal Single Product

Karin Tollin
Branding at a Corporate Management Level

Mammy M. Helou, Ian N. Caddy
Marketing Model Innovations in the Contextualisation of Consumer Behaviour and Service Recovery: The Case of China

Takuro Yoda, Toshikazu Kumakura
Effect of Unfairness on Customer Satisfaction: New Insights into Customer Retention

Philemon Oyewole, Muthulakshmi Sankaran, Pravat Choudhury
Marketing Airline Services in Malaysia: A Consumer Satisfaction Orientation Approach

Jari Salo, Heikki Karjaluoto
Mobile Games as an Advertising Medium: Towards a New Research Agenda

Sylvain Charlebois, Robert D. Tamilia, JoAnne Labrecque
Food Marketing and Obesity: A Public Policy and Channels Perspective