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~isPartOf:"Journal of marketing"
~isPartOf:"Springer eBook Collection"
~subject:"Markenführung"
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Search: subject_exact:"Markenpolitik"
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Markenführung
Brand management
154
Consumer behaviour
58
Konsumentenverhalten
58
Markenimage
57
Brand image
55
Markenpolitik
49
Brand
39
Markenartikel
39
Social Web
27
Social web
27
Online-Marketing
23
Beziehungsmarketing
21
Relationship marketing
21
Marketing management
19
Marketingmanagement
19
Internet marketing
18
Marketing
14
Advertising effects
9
Handelsmarke
9
Luxury goods
9
Luxusgüter
9
Werbewirkung
9
branding
9
brand equity
8
Advertising
7
Digitalisierung
7
Digitization
7
New product development
7
Produktentwicklung
7
Store brand
7
Viral marketing
7
Virales Marketing
7
Werbung
7
Internationales Marketing
6
brand management
6
social media
6
Deutschland
5
E-commerce
5
Electronic Commerce
5
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Undetermined
117
Free
6
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Article
81
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75
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81
Aufsatz in Zeitschrift
81
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13
Aufsatzsammlung
9
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4
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1
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1
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Language
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English
115
German
42
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Errichiello, Oliver Carlo
5
Adeola, Ogechi
3
Gázquez-Abad, Juan Carlos
3
Martínez-López, Francisco J.
3
Sorescu, Alina
3
Swaminathan, Vanitha
3
Zschiesche, Arnd
3
Ailawadi, Kusum L.
2
Bagozzi, Richard P.
2
Batra, Rajeev
2
Brooks, Gillian
2
Chernev, Alexander
2
Dahl, Darren W.
2
Fuchs, Christoph
2
Hennig-Thurau, Thorsten
2
Hinson, Robert
2
Houston, Mark B.
2
Jayachandran, Satish
2
Kilian, Karsten
2
Kleinjohann, Michael
2
Kwak, Hyokjin
2
MacInnis, Deborah J.
2
Morgan, Neil A.
2
Peres, Renana
2
Puzakova, Marina
2
Rego, Lopo L.
2
Reinartz, Werner J.
2
Sakkthivel, A. M.
2
Schau, Hope Jensen
2
Schmidt, Holger J.
2
Steenkamp, Jan-Benedict E. M.
2
Steiner, Paul
2
Sundar, Aparna
2
Theobald, Elke
2
Tomczak, Torsten
2
Walker Reczek, Rebecca
2
Wernke, Marius
2
Wichmann, Julian R. K.
2
Abraham, Eike Jonas
1
Adjouri, Nicholas
1
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Institution
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Springer Fachmedien Wiesbaden
7
Springer Gabler <Firma>
4
International Colloquium on Brand, Label and Product Intelligence <2., 2021, Orléans>
1
International Conference on Research on National Brand & Private Label Marketing <5., 2018, Barcelona>
1
International Conference on Research on National Brand & Private Label Marketing <9., 2022, Barcelona>
1
Internationale Konferenz "DerMarkentag" <7., 2018, Koblenz>
1
Published in...
All
Journal of marketing
Springer eBook Collection
Journal of business research : JBR
602
The journal of brand management : an international journal
562
The journal of product & brand management
386
Journal of retailing and consumer services
286
SpringerLink / Bücher
257
European journal of marketing : EJM
125
Psychology & marketing
112
Industrial marketing management : the international journal for industrial and high-tech firms
107
Journal of strategic marketing
107
Asia Pacific journal of marketing and logistics
104
Journal of marketing communications
104
International journal of hospitality management
103
Marketing intelligence & planning
103
Journal of marketing management : MM
101
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
97
The IUP journal of brand management : IJBRM
92
Journal of the Academy of Marketing Science
76
Journal of promotion management : innovations in planning and applied research
71
Marketing letters : a journal of research in marketing
70
Innovatives Markenmanagement
68
Journal of promotion management : JPM
67
International journal of advertising : the review of marketing communications
66
International journal of internet marketing and advertising : IJIMA
66
Journal of international consumer marketing
66
Journal of advertising research
65
Journal of fashion marketing and management
65
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS
63
Tourism management : research, policies, practice
62
International marketing review
61
Cogent business & management
59
Qualitative market research : an international journal
59
Journal of marketing management : JMM ; journal of the Academy of Marketing
58
Journal of global marketing
56
Research
56
Journal of marketing research : JMR
55
International journal of contemporary hospitality management
53
Business horizons
52
Journal of travel and tourism marketing
52
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ECONIS (ZBW)
156
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156
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1
Dual branding by national brand manufacturers : drivers and outcomes
Ma, Yu
;
Ailawadi, Kusum L.
;
Martos-Partal, Mercedes
; …
- In:
Journal of marketing
88
(
2024
)
3
,
pp. 69-87
Persistent link: https://www.econbiz.de/10014582918
Saved in:
2
Assessing the multichannel impact of brand store entry by a digital-native grocery brand
Crombrugge, Michiel van
;
Breugelmans, Els
;
Breiner, Florian
- In:
Journal of marketing
88
(
2024
)
3
,
pp. 88-109
Persistent link: https://www.econbiz.de/10014582919
Saved in:
3
Behavioral labeling : prompting consumer behavior through activity tags
Fritze, Martin Paul
;
Völckner, Franziska
;
Melnyk, Valentyna
- In:
Journal of marketing
88
(
2024
)
4
,
pp. 22-39
Persistent link: https://www.econbiz.de/10014582926
Saved in:
4
When and why consumers react negatively to brand acquisitions : a values authenticity account
Biraglia, Alessandro
;
Fuchs, Christoph
;
Maira, Elisa
; …
- In:
Journal of marketing
87
(
2023
)
4
,
pp. 601-617
Persistent link: https://www.econbiz.de/10014325387
Saved in:
5
Finding goldilocks influencers : how follower count drives social media engagement
Wies, Simone
;
Bleier, Alexander
;
Edeling, Alexander
- In:
Journal of marketing
87
(
2023
)
3
,
pp. 383-405
Persistent link: https://www.econbiz.de/10014245099
Saved in:
6
For shame! : socially unacceptable brand mentions on social media motivate consumer disengagement
Villanova, Daniel
;
Matherly, Ted
- In:
Journal of marketing
88
(
2024
)
2
,
pp. 61-78
Persistent link: https://www.econbiz.de/10014582897
Saved in:
7
Is Nestlé a lady? : the feminine brand name advantage
Pogacar, Ruth
;
Angle, Justin
;
Lowrey, Tina M.
;
Shrum, L. J.
- In:
Journal of marketing
85
(
2021
)
6
,
pp. 101-117
Persistent link: https://www.econbiz.de/10012662144
Saved in:
8
"Choozing" the best spelling : consumer response to unconventionally spelled brand names
Costello, John P.
;
Walker, Jesse
;
Walker Reczek, Rebecca
- In:
Journal of marketing
87
(
2023
)
6
,
pp. 889-905
Persistent link: https://www.econbiz.de/10014432738
Saved in:
9
Marketing by design : the influence of perceptual structure on brand performance
Affonso, Felipe M.
;
Janiszewski, Chris A.
- In:
Journal of marketing
87
(
2023
)
5
,
pp. 736-754
Persistent link: https://www.econbiz.de/10014325439
Saved in:
10
The one-party versus third-party platform conundrum : how can brands thrive?
Bei, Zhiling
;
Gielens, Katrijn
- In:
Journal of marketing
87
(
2023
)
2
,
pp. 253-274
Persistent link: https://www.econbiz.de/10014245087
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