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~isPartOf:"Journal of business research : JBR"
~isPartOf:"Journal of marketing management : JMM ; journal of the Academy of Marketing"
~isPartOf:"Journal of marketing management : MM"
~isPartOf:"Journal of retailing and consumer services"
~isPartOf:"Marketing intelligence & planning"
~person:"Anaya-Sánchez, Rafael"
~person:"Guzman, Francisco"
~source:"econis"
~subject:"Brand equity"
~subject:"Marketingmanagement"
~subject:"celebrity congruence"
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Brand equity
Marketingmanagement
celebrity congruence
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Konsumentenverhalten
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Anaya-Sánchez, Rafael
Guzman, Francisco
Ko, Eunju
4
Martínez-López, Francisco J.
3
Mingione, Michela
3
Oliveira, Marta Olivia Rovedder de
3
Aiello, Gaetano
2
Anselmsson, Johan
2
Augusto, Mário Gomes
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Balmer, John M.T.
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Barrio-García, Salvador del
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Baumgarth, Carsten
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Christodoulides, George
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Lim, Weng Marc
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Luce, Fernando Bins
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Merrilees, Bill
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Pitt, Leyland F.
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Podnar, Klement
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Rokka, Joonas
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Tran, Trang P.
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Journal of business research : JBR
Journal of marketing management : JMM ; journal of the Academy of Marketing
Journal of marketing management : MM
Journal of retailing and consumer services
Marketing intelligence & planning
The journal of product & brand management
2
Industrial marketing management : the international journal for industrial and high-tech firms
1
The Routledge companion to contemporary brand management
1
The journal of brand management : an international journal
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ECONIS (ZBW)
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How does promotion mix affect brand equity? : insights from a mixed-methods study of low involvement products
Le Dang Lang
;
Lim, Weng Marc
;
Guzman, Francisco
- In:
Journal of business research : JBR
141
(
2022
),
pp. 175-190
Persistent link: https://www.econbiz.de/10013167966
Saved in:
2
Effective messaging strategies to increase brand love for sociopolitical activist brands
Ahmad, Fayez
;
Guzman, Francisco
;
Kidwell, Blair
- In:
Journal of business research : JBR
151
(
2022
),
pp. 609-622
Persistent link: https://www.econbiz.de/10013459949
Saved in:
3
How personalized advertising affects equity of brands advertised on Facebook? : a mediation mechanism
Tran, Trang P.
;
Lin, Chien-Wei
;
Baalbaki, Sally
; …
- In:
Journal of business research : JBR
120
(
2020
),
pp. 1-15
Persistent link: https://www.econbiz.de/10012417083
Saved in:
4
Influencer marketing : brand control, commercial orientation and post credibility
Martínez-López, Francisco J.
;
Anaya-Sánchez, Rafael
; …
- In:
Journal of marketing management : JMM ; journal of the …
36
(
2020
)
17/18
,
pp. 1805-1831
Persistent link: https://www.econbiz.de/10012424277
Saved in:
5
Behind influencer marketing : key marketing decisions and their effects on followers' responses
Martínez-López, Francisco J.
;
Anaya-Sánchez, Rafael
; …
- In:
Journal of marketing management : JMM ; journal of the …
36
(
2020
)
7/8
,
pp. 579-607
Persistent link: https://www.econbiz.de/10012249167
Saved in:
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