Exclusive charmless B decays to eta' and eta are studied in the standa
rd effective Hamiltonian approach. The effective coefficients that tak
e into account nonfactorizable effects in external and internal W-emis
sion amplitudes are fu;ed by experiment. Factorization is applied to t
he matrix elements of QCD, electroweak penguin operators and next-to-l
eading corrections to penguin Wilson coefficients, which are renormali
zation-scheme dependent, are included, but the resultant amplitude is
renormalization-scheme and -scale independent. We show that the unexpe
ctedly large branching ratio of B+/---> eta'K+/- measured by CLEO can
be explained by the Cabibbo-allowed internal W-emission process b -->
c (c) over bar s followed by a conversion of the c (c) over bar pair i
nto the eta' via gluon exchanges characterized by a decay constant of
order -50 MeV. Implications are discussed. The mechanism of the transi
tion c (c) over bar --> eta', if correct, will enhance the decay rates
of B --> eta'K by more than an order of magnitude. However, it plays
only a minor role to the rare decays B --> eta'(eta)pi(rho) The predi
cted branching ratio of B+/---> eta pi(+/-) for positive rho is margin
ally ruled out by experiment, indicating that the favored Wolfenstein
parameter rho is negative. (C) 1997 Elsevier Science B.V.