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isPartOf:"Journal of strategic marketing"
~isPartOf:"Journal of business economics : JBE"
~isPartOf:"Journal of international marketing"
~isPartOf:"Journal of marketing"
~person:"Ailawadi, Kusum L."
~person:"Areni, Charles Scott"
~subject:"Brand management"
~subject:"Consumer behaviour"
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Ailawadi, Kusum L.
Areni, Charles Scott
Kumar, V.
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Journal of strategic marketing
Journal of business economics : JBE
Journal of international marketing
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ECONIS (ZBW)
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How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response?
Datta, Hannes
;
Ailawadi, Kusum L.
;
Heerde, Harald J. van
- In:
Journal of marketing
81
(
2017
)
3
,
pp. 1-20
Persistent link: https://www.econbiz.de/10011697740
Saved in:
2
Marketing strategies for services : is brand architecture a viable way forward?
Rahman, Kaleel
;
Areni, Charles Scott
- In:
Journal of strategic marketing
22
(
2014
)
4
,
pp. 328-346
Persistent link: https://www.econbiz.de/10010387293
Saved in:
3
Generic, genuine, or completely new? Branding strategies to leverage new products
Rahman, Kaleel
;
Areni, Charles Scott
- In:
Journal of strategic marketing
22
(
2014
)
1
,
pp. 3-15
Persistent link: https://www.econbiz.de/10010259216
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