Morris B. Holbrook

In memoriam — Barbara B. Stern (Co-Editor of Marketing Theory, 2000—2008)
Marketing Theory 2009 9: 5-7. [PDF] [Request Permission]  

Mark Tadajewski

The foundations of relationship marketing: reciprocity and trade relations
Marketing Theory 2009 9: 9-38. [Abstract] [PDF] [References] [Request Permission]  

Laurent Muzellec and Mary C. Lambkin

Corporate branding and brand architecture: a conceptual framework
Marketing Theory 2009 9: 39-54. [Abstract] [PDF] [References] [Request Permission]  

Dirk Bunzel and Martin Parker

Serving `The Guest': Günther Anders at the Grand Seaside Hotel
Marketing Theory 2009 9: 55-74. [Abstract] [PDF] [References] [Request Permission]  

Avi Shankar, Richard Elliott, and James A. Fitchett

Identity, consumption and narratives of socialization
Marketing Theory 2009 9: 75-94. [Abstract] [PDF] [References] [Request Permission]  

Roderick J. Brodie and Leslie de Chernatony

Towards new conceptualizations of branding: theories of the middle range
Marketing Theory 2009 9: 95-100. [Abstract] [PDF] [References] [Request Permission]  

Leslie de Chernatony

Towards the holy grail of defining `brand'
Marketing Theory 2009 9: 101-105. [Abstract] [PDF] [References] [Request Permission]  

Roderick J. Brodie

From goods to service branding: An integrative perspective
Marketing Theory 2009 9: 107-111. [Abstract] [PDF] [References] [Request Permission]  

Christoph Burmann, Sabrina Hegner, and Nicola Riley

Towards an identity-based branding
Marketing Theory 2009 9: 113-118. [Abstract] [PDF] [References] [Request Permission]  

Mark Gabbott and Colin Jevons

Brand community in search of theory: An endless spiral of ambiguity
Marketing Theory 2009 9: 119-122. [Abstract] [PDF] [References] [Request Permission]  

Jonathan E. Schroeder

The cultural codes of branding
Marketing Theory 2009 9: 123-126. [Abstract] [PDF] [References] [Request Permission]  

Cleopatra Veloutsou

Brands as relationship facilitators in consumer markets
Marketing Theory 2009 9: 127-130. [Abstract] [PDF] [References] [Request Permission]  

Frank Huber, Johannes Vogel, and Frederik Meyer

When brands get branded
Marketing Theory 2009 9: 131-136. [Abstract] [PDF] [References] [Request Permission]  

Mark Glynn

Integrating brand, retailer and end-customer perspectives
Marketing Theory 2009 9: 137-140. [Abstract] [PDF] [References] [Request Permission]  

George Christodoulides

Branding in the post-internet era
Marketing Theory 2009 9: 141-144. [Abstract] [PDF] [References] [Request Permission]  

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