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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 ____ AIB-L is brought to you by the Academy of International Business. For information: http://aib.msu.edu/community/aib-l.asp To post message: [log in to unmask] For assistance: [log in to unmask] AIB-L is a moderated list.