营销科学学报 第6卷 第2辑 总第20辑PDF电子书下载

The Influence of Others'Self-Control Behavior on Consumers'Self-Control Decision&Dong Chunyan,Zheng Yuhuang,Xia Chunyu,Zhao Ping 1

Consumer Choice Under Emotional Certainty and Uncertainty:Compromise Heuristic Use&Huang Xiaozhi,Yu Hongyan,Chen Zengxiang 14

The Negative Spillover Effect in Brand Alliance——Based on the Selective Accessibility Mechanism&Wang Haizhong,Tian Yang,Hu Junhua 32

Interaction of Consumers in Virtual Community:the Case of Mobile Phone Forum of Tianya Community&Xu Xiaolong,Huang Dan 42

Analysis of Cooperative Advertising Game and Coordination with Integrated Marketing Communications&Nie Jiajia 57

The Effect of Brand Loyalty on the Formation of Reference Price&Huang Jinsong Wang Gao 73

Diffusions of Two Competitive Products Based on Stochastic Threshold Model&He Zheng,Zhang Xiaojun,Wu Yiming 84

A Study on Psychological Mechanism of Consumer Boycott&Yan Jun,She Qiuling 98

What are the Classics?The Core Subareas and Intellectual Structure of Branding Science Research——A Scientometric Analysis of Cocitations Through SSCI Database(1975～2008)&He Jiaxun Hu Yinglin 111