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~subject:"Markenführung"
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Markenführung
Corporate Social Responsibility
6
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Brand management
5
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Öffentlichkeitsarbeit
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Marketingmanagement
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Brand co-creation
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Brand control
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Brand hijacking
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CSR policies
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Siano, Alfonso
5
Vollero, Agostino
5
Bertolini, Alessandra
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Confetto, Maria Giovanna
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Covucci, Claudia
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Palazzo, Maria
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Schultz, Don E.
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Advances in National Brand and Private Label Marketing : Ninth International Conference, 2022
1
International journal of advertising : the review of marketing communications
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Journal of business research : JBR
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Journal of marketing analytics : JMA
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The journal of product & brand management
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ECONIS (ZBW)
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1
Redefining brand hijacking from a non-collaborative brand co-creation perspective
Siano, Alfonso
;
Confetto, Maria Giovanna
;
Vollero, Agostino
- In:
The journal of product & brand management
31
(
2022
)
1
,
pp. 110-126
Persistent link: https://www.econbiz.de/10012798137
Saved in:
2
The illusion of brand control : an integrative review
Siano, Alfonso
;
Vollero, Agostino
;
Bertolini, Alessandra
- In:
Advances in National Brand and Private Label Marketing …
,
(pp. 98-105)
.
2022
Persistent link: https://www.econbiz.de/10013281264
Saved in:
3
From brand control to brand co-creation : an integrated framework of brand paradigms and emerging brand perspectives
Siano, Alfonso
;
Vollero, Agostino
;
Bertolini, Alessandra
- In:
Journal of business research : JBR
152
(
2022
),
pp. 372-386
Persistent link: https://www.econbiz.de/10013493992
Saved in:
4
IMC in digitally-empowering contexts : the emerging role of negotiated brands
Vollero, Agostino
;
Schultz, Don E.
;
Siano, Alfonso
- In:
International journal of advertising : the review of …
38
(
2019
)
3
,
pp. 428-449
Persistent link: https://www.econbiz.de/10012200270
Saved in:
5
Identifying new segments from a global branding perspective : a three-country study
Palazzo, Maria
;
Vollero, Agostino
;
Siano, Alfonso
- In:
Journal of marketing analytics : JMA
4
(
2016
)
4
,
pp. 159-171
Persistent link: https://www.econbiz.de/10011662895
Saved in:
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