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Brand positioning based on brand image-country image fit
Klein, Kristina; Völckner, Franziska; Bruno, Hernan A.; … - In: Marketing science : the marketing journal of the … 38 (2019) 3, pp. 516-538
Persistent link: https://www.econbiz.de/10012038426
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Which cues cause consumers to perceive brands as more global? : a conjoint analysis
De Meulenaer, Sarah; Dens, Nathalie; Pelsmacker, Patrick de - In: International marketing review 32 (2015) 6, pp. 606-626
Persistent link: https://www.econbiz.de/10011517527
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Do I know you? : how brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Marketing letters : a journal of research in marketing 27 (2016) 3, pp. 461-471
Persistent link: https://www.econbiz.de/10011537265
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Messung und Steuerung von Markenpersönlichkeit : Entwicklung eines Messinstruments und Anwendung in der Werbung mit prominenten Testimonials
Mäder, Ralf - 2005 - 1. Auflage
Persistent link: https://www.econbiz.de/10002570478
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Markenpersönlichkeit als Determinante von Markenloyalität
Bauer, Hans H.; Mäder, Ralf; Huber, Frank - In: Schmalenbachs Zeitschrift für betriebswirtschaftliche … 54 (2002) 8, pp. 687-709
Persistent link: https://www.econbiz.de/10001718096
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Auswirkungen des Markennamenwechsels im Rahmen von Markenportfoliokonsolidierungen
Bauer, Hans H.; Mäder, Ralf; Valtin, Alexandra - In: Die Betriebswirtschaft : DBW 64 (2004) 1, pp. 58-77
Persistent link: https://www.econbiz.de/10001900678
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Community members' perception of brand community character : construction and validation of a new scale
Relling, Marleen; Schnittka, Oliver; Ringle, Christian M.; … - In: Journal of interactive marketing : a quarterly … 36 (2016), pp. 107-120
Persistent link: https://www.econbiz.de/10011616011
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Effects of celebrity endorsers for multiple brands on attitudes and purchase intentions
Erfgen, Carsten; Sattler, Henrik; Victoria Villeda, Isabel - In: Schmalenbach business review : sbr 17 (2016) 1, pp. 49-67
Persistent link: https://www.econbiz.de/10011634075
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The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
Verhellen, Yann; Eelen, Jiska; Dens, Nathalie; … - In: International journal of advertising : the quarterly … 35 (2016) 6, pp. 932-948
Persistent link: https://www.econbiz.de/10011644535
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Brand placement repetition in a fictional text
Avramova, Yana R.; Pelsmacker, Patrick de; Dens, Nathalie - In: International journal of advertising : the quarterly … 36 (2017) 1, pp. 38-59
Persistent link: https://www.econbiz.de/10011687876