Full articles for online reading:

Marketing implications of privacy concerns in the US and Canada
Increasing, availability of data obtained via the Internet and the proliferation of direct mail advertising provides tremendous opportunities for marketers to reach their customers. However, increased risks to the personal privacy of consumers, and attention in the media to these risks, provide unique challenges. Companies and especially direct marketers are finding that they need to change their tactics to deal with the increase in consumer concerns and privacy-protecting behaviors. This paper addresses these issues.
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Brand extension strategies: Perceived fit, brand type, and culture influences
This paper shows that brand extensions with high fit receive more favourable consumer evaluations and decrease the negative feedback effects of extensions on parent brand equity but the study also reveals that parent brand equity dilution is higher when the brand used to launch the extension has high equity.
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Advertising and promotions budgeting and the role of risk
This study investigates the relationship between budgeting sophistication and risk, the premise being that risk and budgeting sophistication are inversely related, as well as budgetary processes and marketing experience.
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Online shopping and moderating role of offline brand trust
The purpose of this paper is to examine how offline brand trust moderates the relationship between consumers’ general attitude toward the Internet and their perceptions of the quality of a retailer’s website, and the relationship between their perceived website quality and intention to shop from the website.
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E-consumer behaviour
The primary purpose of this paper is to bring together apparently disparate and yet interconnected strands of research and present an integrated model of e-consumer behaviour. It has a secondary objective of stimulating more research in areas identified as still being under-explored.
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The acceptance of blogs: Using a customer experiential value perspective
The value of this study is to establish the importance of customer experiential value theory. Previous research on customer experiential value primarily focuses on analysing consumer shopping behaviours and mostly on the utilitarian value of products. This research focuses on inner pleasure gained through reading blogs, such as aesthetic experiences and emotional reactions.
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Smartphone opens up new opportunities for smart marketing
Brands have a compelling opportunity to engage with mobile users. Smartphones are not only used with a claimed high level of attention or focus; users also appeared to be in a primed emotional state when accessing the web via their phone. Consumer immersion levels are that previously only associated, for example, with video gaming consoles.
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