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Deconstructing the brand nomological network
Wymer, Walter - In: International review on public and non-profit marketing 10 (2013) 1, pp. 1-12
Persistent link: https://www.econbiz.de/10009728492
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Grounding consumer-brand engagement : a field-driven conceptualisation
Graffigna, Guendalina; Gambetti, Rossella C. - In: International journal of market research : JMRS ; the … 57 (2015) 4, pp. 605-629
Persistent link: https://www.econbiz.de/10011443607
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Overcoming resistance to product rebranding
Collange, Véronique; Bonache, Adrien - In: The journal of product & brand management 24 (2015) 6, pp. 621-532
Persistent link: https://www.econbiz.de/10011481875
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Creating powerful brands in consumer, service and industrial markets
De Chernatony, Leslie; McDonald, Malcolm - 2003 - 3rd ed
Persistent link: https://www.econbiz.de/10011479597
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The impact of gender on the evaluation of vertical line extensions of luxury brands : a cross-national study
Boisvert, Jean; Ashill, Nicholas Jeremy - In: The journal of product & brand management 31 (2022) 3, pp. 484-495
Persistent link: https://www.econbiz.de/10013164370
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Exploring consumers' attitude formation toward their own brands when in crisis : cross-national comparisons between USA and China
Kim, Sojung; Yim, Mark Yi-Cheon - In: The journal of product & brand management 31 (2022) 1, pp. 56-72
Persistent link: https://www.econbiz.de/10012798133
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Soft brand or independent? : evidence from the first decade of the soft branding, strategy in the U.S. market
Chan, Elisa K.; Hodari, Demian; Li, Tianze - In: International journal of hospitality management 103 (2022), pp. 1-5
Persistent link: https://www.econbiz.de/10013209298
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Brands we love to hate : differences in perceived versus observed driver behaviors
Story, John - In: Journal of marketing theory and practice : JMTP 28 (2020) 3, pp. 242-255
Persistent link: https://www.econbiz.de/10012483458
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Influence of consumers' brand expectations on apparel brands' US-based sourcing strategy
Bhaduri, Gargi - In: The journal of consumer marketing 34 (2017) 1, pp. 74-83
Persistent link: https://www.econbiz.de/10011616243
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Broadening brand engagement within the service-centric perspective : an intersubjective hermeneutic framework
Seo, Yuri; Kelleher, Carol; Brodie, Roderick J. - In: Journal of service theory and practice : JSTP 27 (2017) 1, pp. 317-335
Persistent link: https://www.econbiz.de/10011627148