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~person:"Guzman, Francisco"
~person:"Huber, Frank"
~subject:"Investitionsgütermarketing"
~subject:"Kraftfahrzeugindustrie"
~subject:"Markenimage"
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Search: subject_exact:"Brand management"
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Investitionsgütermarketing
Kraftfahrzeugindustrie
Markenimage
Brand management
70
Markenführung
70
Markenpolitik
32
Consumer behaviour
31
Konsumentenverhalten
31
Brand image
30
Markenartikel
21
Beziehungsmarketing
20
Brand
20
Deutschland
19
Germany
19
Relationship marketing
19
Theorie
11
Theory
11
Werbewirkung
11
Advertising effects
10
Erfolgsfaktor
10
Markentreue
8
Personality psychology
8
Persönlichkeitspsychologie
8
Strategische Allianz
8
Success factor
8
Brand equity
7
Brand loyalty
7
Advertising
6
Celebrity endorsement
6
Celebrity-Werbung
6
Estimation
6
Internet marketing
6
Online-Marketing
6
Schätzung
6
Social Web
6
Social web
6
Werbung
6
Brand extension
5
Emotion
5
Luxury goods
5
Luxusgüter
5
Markentransfer
5
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Undetermined
24
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Article
24
Book / Working Paper
11
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Article in journal
24
Aufsatz in Zeitschrift
24
Graue Literatur
3
Non-commercial literature
3
Arbeitspapier
1
Working Paper
1
Language
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English
22
German
13
Author
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Guzman, Francisco
Huber, Frank
Burmann, Christoph
63
Loureiro, Sandra Maria Correia
26
Keller, Kevin Lane
25
Melewar, T. C.
24
Phau, Ian
22
Bang, Nguyen
20
De Chernatony, Leslie
20
Diamantopoulos, Adamantios
20
Japutra, Arnold
19
Baumgarth, Carsten
18
Sarkar, Abhigyan
18
Schade, Michael
18
Bruhn, Manfred
16
Esch, Franz-Rudolf
16
MacInnis, Deborah J.
16
Ekinci, Yuksel
15
Foroudi, Pantea
15
Han, Heesup
15
Khan, Imran
15
Piehler, Rico
15
Romaniuk, Jenni
15
Christodoulides, George
14
Park, C. Whan
14
Sarkar, Juhi Gahlot
14
King, Ceridwyn
13
Kumar, Vikas
13
Rahman, Zillur
13
Sattler, Henrik
13
Veloutsou, Cleopatra
13
Grohmann, Bianca
12
Gupta, Suraksha
12
Shimul, Anwar Sadat
12
Sreejesh, S.
12
Batra, Rajeev
11
Fetscherin, Marc
11
Hegner, Sabrina
11
Khamitov, Mansur
11
Meffert, Heribert
11
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Institution
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Springer Fachmedien Wiesbaden
1
Published in...
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The journal of product & brand management
10
Journal of business research : JBR
3
Gabler Edition Wissenschaft
2
SpringerLink / Bücher
2
The journal of brand management : an international journal
2
The journal of consumer marketing
2
European journal of marketing : EJM
1
Gabler Edition Wissenschaft / Spektrum wirtschaftswissenschaftliche Forschung
1
International marketing review
1
Journal of business economics : JBE
1
Journal of international marketing
1
Journal of retailing and consumer services
1
Psychology & marketing
1
Reihe: Marketing
1
Reihe: Marketing : MAR
1
Reihe: Wissenschaftliche Arbeitspapiere / W / Institut für Marktorientierte Unternehmensführung, Universität Mannheim
1
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung : ZfbF
1
Springer eBook Collection / Business and Economics
1
Wissenschaftliche Arbeitspapiere / F / Center of Market-Oriented Product and Production Management
1
Wissenschaftliche Arbeitspapiere / P / Center of Market-Oriented Product and Production Management
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ECONIS (ZBW)
33
USB Cologne (EcoSocSci)
2
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1
What drives business-to-business brands to be conscientious?
Guzman, Francisco
;
Ahmad, Fayez
;
Johnson, Ross W.
- In:
The journal of product & brand management
33
(
2024
)
1
,
pp. 138-161
Persistent link: https://www.econbiz.de/10014485725
Saved in:
2
The impact of brand value co-creation on perceived CSR authenticity and brand equity
Muniz, Fernanda
;
Guzman, Francisco
- In:
The journal of product & brand management
32
(
2023
)
8
,
pp. 1338-1354
Persistent link: https://www.econbiz.de/10014485570
Saved in:
3
Brand crowdfunding using followers boosted through gamification affordances : insights from two emerging markets
Nawaz, Muhammad Zahid
;
Nawaz, Shahid
;
Guzman, Francisco
- In:
The journal of product & brand management
32
(
2023
)
8
,
pp. 1355-1373
Persistent link: https://www.econbiz.de/10014485572
Saved in:
4
The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market
Le Dang Lang
;
Behl, Abhishek
;
Guzman, Francisco
; …
- In:
International marketing review
40
(
2023
)
1
,
pp. 127-154
Persistent link: https://www.econbiz.de/10014227458
Saved in:
5
Perceived injustice and brand love : the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters
Ahmad, Fayez
;
Guzman, Francisco
- In:
The journal of product & brand management
32
(
2023
)
6
,
pp. 849-862
Persistent link: https://www.econbiz.de/10014315453
Saved in:
6
Evolving brand boundaries and expectations : looking back on brand equity, brand loyalty, and brand image research to move forward
Parris, Denise Linda
;
Guzman, Francisco
- In:
The journal of product & brand management
32
(
2023
)
2
,
pp. 191-234
Persistent link: https://www.econbiz.de/10013552952
Saved in:
7
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:
8
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:
9
Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity
Muniz, Fernanda
;
Guzman, Francisco
- In:
The journal of brand management : an international journal
28
(
2021
)
3
,
pp. 347-358
Persistent link: https://www.econbiz.de/10012550306
Saved in:
10
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
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