TABLE OF CONTENTS
Journal of Euromarketing (JEM)
Volume 24, Numbers 2-3, 2015
http//journals.sfu.ca/je/index.php/euromarketing/index/
ISSN: 1049-6483 print / 1528-6967 online
Editorial
-- Erdener Kaynak
The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of
Brand Endorser Congruence Effects in Green Advertising
-- Juliana Blasche and Paul Edwin Ketelaar
Effect of Consumer Brand Equity on Purchase Intention: Considering Socioeconomic Status and
Gender as Moderating Effects
-- Gokhan Aydin and Burc Ulengin
The Impact of Country-of-Origin and Ethnocentrism: An Experimental Study of Consumer Taste
Preferences for Soft Drinks at a Cross-Cultural Level
-- Talha D. Harcar and Erdener Kaynak
Marketing Communications Based on a Uses and Gratifications Approach: Serving the Information
Interests of Stakeholders Groups
-- Paul Edwin Ketelaar
Competence Branding: A Strategic Differentiation Approach for Business Organizations
-- Olutayo Otubanjo, Olusanmi C. Amujo, and Lloydon B. Alleyne
BOOK REVIEW
Negotiation for Purchasing Professionals, by Jonathan O'Brien, Kogan Page, London, United Kingdom,
2013, 353 pages, ISBN: 978-0-7494-6771-5, List Price: 29.99 Sterling Pounds (Soft Cover)
-- Claude Cellich
TABLE OF CONTENTS
Journal of Euromarketing (JEM)
Volume 24, Number 4, 2015
http//journals.sfu.ca/je/index.php/euromarketing/index/
ISSN: 1049-6483 print / 1528-6967 online
Editorial
-- Erdener Kaynak
The Internationalization of Polish Firms: An Empirical Investigation of the M-P Relationship
-- Grzegory Karasiewicz and Jan Nowak
Price Discount Depth Effect on Perceived Value of Hedonic and Utilitarian Services: A Congruity
Theory Approach
-- Kalender Ozcan Atilgan and Ali Kara
Do Globalization and Income Affect Consumption through Quality of Life? An Exploration in Emerging
Markets
-- A.N.M. Waheeduzzaman
BOOK REVIEW
The Art of Negotiation-How to Improvise Agreement in a Chaotic World, by Michael Wheeler, Simon& Schuster,
New York, NY, 2013, 303 pages, ISBN: 978-1-4516-9042-2, List Price: $26.00 (Hard Cover)
-- Claude Cellich
________________
Dr. Erdener Kaynak
Professor, Marketing
Editor-in-Chief, Journal of Euromarketing (JEM)
School of Business Administration, Pennsylvania State University at Harrisburg, 777 West Harrisburg Pike,
Middletown, Pennsylvania 17057, USA, Tel: 717-948-6343 or 717-566-3054 E-mail: [log in to unmask] or [log in to unmask]
Webpage:http://www.personal.psu.edu/faculty/k/9/k9x
Our forthcoming 25th Silver Anniversary World Business Congress of the International Management Development
Association (IMDA) will be held in London, United Kingdom from June 15th through 19th, 2016 in cooperation
with Kingston University London. For further information, please visit www.imda.cc
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