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Brand worlds : a guide to creating holistic worlds of brand experiences through communication

Diehl, Sandra; Terlutter, Ralf - In: Media and change management : creating a path for new …, (pp. 169-187). 2022

Persistent link: https://www.econbiz.de/10013167347

Advertising and promotion : communicating brands

Hackley, Christopher E. - 2005 - Online-Ausg.

. Case examples are used to illustrate the power of advertising to portray brand 'personalities' in terms that resonate with …

Persistent link: https://www.econbiz.de/10013207751

"Don't pretend to be my friend!" when an informal brand communication style backfires on social media

Grety, Anaïs; Horváth, Csilla; Belei, Nina; Riel, … - In: Journal of business research : JBR 74 (2017), pp. 77-89

Persistent link: https://www.econbiz.de/10011675398

Comment : advertising, communication, and brands

Eisend, Martin - In: Journal of advertising : official publication of the … 45 (2016) 3, pp. 353-355

Persistent link: https://www.econbiz.de/10011591609

How can perceived consistency in marketing communications influence customer-brand relationship outcomes?

Šerić, Maja; Ozretić Došen, Đurđana; Škare, Vatroslav - In: European management journal 38 (2020) 2, pp. 335-343

Persistent link: https://www.econbiz.de/10012211873

Markenwert und Markenwertermittlung : Eine systematische Modelluntersuchung und -bewertung

Bentele, Günter - 2009 - 3

Markenbegriff -- Markenwert-Begriff -- Darstellung und Bewertung wichtiger Markenbewertungsmodelle -- Faktoren des Markenwertes zur Wertbestimmung -- Anwendung der Modelle in der Praxis im Spiegel empirischer Untersuchungen -- Kurze Zusammenfassung - Schlussfolgerungen -- Markenwertermittlung:...