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~subject:"Erfolgsfaktor"
~subject:"Markenarchitektur"
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Erfolgsfaktor
Markenarchitektur
Markentransfer
576
Brand extension
570
Brand management
351
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349
Consumer behaviour
319
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110
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brand extension
54
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10
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7
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4
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4
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4
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Zatloukal, Grit
4
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3
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2
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Gabler Edition Wissenschaft / Marken- und Produktmanagement
6
Journal of the Academy of Marketing Science
3
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2
Industrial marketing management : the international journal for industrial and high-tech firms
2
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2
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2
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2
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Brand management ; Vol. 3
1
Brands and brand management : contemporary research perspectives
1
Dienstleistungsmarken : Forum Dienstleistungsmanagement
1
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Erfolgsfaktoren der Markenführung : Know-how aus Forschung und Management
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Fashion branding and communication : core strategies of European luxury brands
1
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1
Hamburger Schriften zur Marketingforschung
1
Impulse für die Markenforschung und Markenführung
1
International journal of business and globalisation : IJBG
1
International journal of business innovation and research
1
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
1
International journal of technology marketing : IJTMkt
1
Journal of business economics : JBE
1
Journal of business research : JBR
1
Journal of marketing
1
Journal of marketing analytics : JMA
1
Journal of marketing theory and practice
1
Kellogg on branding : the marketing faculty of the Kellogg School of Management
1
Management_372TUHH / Technische Universität Hamburg-Harburg : research papers series
1
Managing service quality : MSQ ; an international journal
1
Marketing : ZFP ; journal of research and management
1
Marketing letters : a journal of research in marketing
1
Marketing review St. Gallen : Marketingfachzeitschrift für Theorie & Praxis
1
Psychology & marketing
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ECONIS (ZBW)
69
USB Cologne (EcoSocSci)
13
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1
Financial returns to corporate brand extensions : does typicality matter?
Sezen, Burcu
;
Hanssens, Dominique M.
- In:
Journal of marketing analytics : JMA
11
(
2023
)
3
,
pp. 287-296
Persistent link: https://www.econbiz.de/10014374831
Saved in:
2
A meta-analysis of brand extension success : the effects of parent brand equity and extension fit
Peng, Chenming
;
Bijmolt, Tammo H. A.
;
Völckner, Franziska
- In:
Journal of marketing
87
(
2023
)
6
,
pp. 906-927
Persistent link: https://www.econbiz.de/10014432740
Saved in:
3
How corporate social responsibility and social identities lead to corporate brand equity : an evaluation in the context of sport teams as brand extensions
Ma, Shang Chun
;
Kaplanidou, Kyriaki
- In:
Sport marketing quarterly : preferred journal of the …
30
(
2021
)
1
,
pp. 16-29
Persistent link: https://www.econbiz.de/10012519168
Saved in:
4
Investigating determinants of brand extension success in a fit and a non-fit scenario
Knoerzer, Katharina
;
Millemann, Jan Andre
- In:
International journal of technology marketing : IJTMkt
15
(
2021
)
4
,
pp. 379-398
Persistent link: https://www.econbiz.de/10012693543
Saved in:
5
Factors' affect on the Viettel corporation brand, Vietnam
Binh Ngo Xuan
;
Ngoc Nguyen Thi
;
Thuy Truong Thi
;
Nhung …
- In:
Asia-Pacific journal of management research and innovation
17
(
2021
)
1/2
,
pp. 31-42
Persistent link: https://www.econbiz.de/10012793995
Saved in:
6
Buyer perceptions of corporate brand extension attractiveness and fit in B2B services
Sarasvuo, Sonja
;
Liljander, Veronica
;
Haahtela, Kari
- In:
Industrial marketing management : the international …
115
(
2023
),
pp. 69-85
Persistent link: https://www.econbiz.de/10014454778
Saved in:
7
A mediation analysis on the potential determinants of brand extension success
Murugan, Nithya
;
Jacob, Jayanth
- In:
International journal of business innovation and research
14
(
2017
)
4
,
pp. 502-518
Persistent link: https://www.econbiz.de/10011863346
Saved in:
8
How does parent heritage brand preference affect brand extension loyalty? : a moderated mediation analysis
Prados-Peña, Ma. Belén
;
Barrio-García, Salvador del
- In:
Tourism management perspectives : TMP
36
(
2020
),
pp. 1-16
Persistent link: https://www.econbiz.de/10012421399
Saved in:
9
The differentiated impact of perceived brand competence type of brand extension evaluation
Wang, Haizhong
;
Liu, Di
- In:
Journal of business research : JBR
117
(
2020
),
pp. 400-410
Persistent link: https://www.econbiz.de/10012286528
Saved in:
10
Mehr Erfolg mit Markenkooperationen : Partnerschaften im Zeitalter der Digitalisierung
Kilian, Karsten
(
ed.
);
Pickenpack, Nils
(
ed.
)
-
2018
-
1. Auflage
Persistent link: https://www.econbiz.de/10011762962
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