Journal of Marketing Research Volume LI Number 6 December 2014

Abstract

1. Introduction to the special issue on theory and practice in marketing. 2. Positioning brands against large competitors to increase sales. 3. Private label imitation of a national brand: Implications for consumer choice and law. 4. Employee-based brand equity: why firms with strong brands pay their executives less. 5. Assessing the total financial performance impact of brand equity with limited time-series data. 6. Product customization via starting solutions. 7. Managing costumer profits: the power of habits. 8. The economic and cognitive cost of annoying display advertisements. 9. Take turns or march in sync? the impact of the national brand promotion calendar on manufacturer and retailer performance. 10. Surcharges plus unhealthy labels reduce demand for unhealthy menu items. 11. Contingent match incentives increase donations. 12. Index, volume LI. 201