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Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment
He, Hongwei; Zhu, Weichun; Gouran, Dennis S.; Kolo, Olivia - In: European journal of marketing : EJM 50 (2016) 1/2, pp. 236-259
Persistent link: https://www.econbiz.de/10011459636
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Extending service brands into products versus services : multilevel analyses of key success drivers
Sichtmann, Christina; Schoefer, Klaus; Blut, Markus; … - In: European journal of marketing : EJM 51 (2017) 1, pp. 200-218
Persistent link: https://www.econbiz.de/10011626472
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Exploring the effectiveness of consumer creativity in online marketing communications
Wu, Jintao; Wen, Na; Dou, Wenyu; Chen, Junsong - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 262-276
Persistent link: https://www.econbiz.de/10010519465
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Consumer evaluation in new products : the perspective of situational strenght
Chang, Aihwa; Tseng, Timmy H. - In: European journal of marketing : EJM 49 (2015) 5/6, pp. 806-826
Persistent link: https://www.econbiz.de/10011298083
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Advances in corporate brand, corporate heritage, corporate identity and corporate marketing scholarship
Balmern, John M. T. - In: European journal of marketing : EJM 51 (2017) 9/10, pp. 1462-1471
Persistent link: https://www.econbiz.de/10011754988
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Corporate heritage brands, augmented role identity and customer satisfaction
Balmer, John M. T.; Chen, Weifeng - In: European journal of marketing : EJM 51 (2017) 9/10, pp. 1510-1521
Persistent link: https://www.econbiz.de/10011755156
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Leveraging the corporate brand : the importance of corporate brand innovativeness and brand architecture
Brexendorf, Tim Oliver; Keller, Kevin Lane - In: European journal of marketing : EJM 51 (2017) 9/10, pp. 1530-1551
Persistent link: https://www.econbiz.de/10011755173
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Brand extension similarity can backfire when you look for something specific
Dimitriu, Radu; Warlop, Luk; Samuelsen, Bendik Meling - In: European journal of marketing : EJM 51 (2017) 5/6, pp. 850-868
Persistent link: https://www.econbiz.de/10011708355
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Strategic corporate brand alignment : perspectives from identity based views of corporate brands
Balmer, John M. T. - In: European journal of marketing : EJM 46 (2012) 7/8, pp. 1064-1092
Persistent link: https://www.econbiz.de/10009572839
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Examining the relationship between brand emotion and brand extension among supporters of professional football clubs
Abosag, Ibrahim; Roper, Stuart; Hind, Daniel - In: European journal of marketing : EJM 46 (2012) 9, pp. 1233-1251
Persistent link: https://www.econbiz.de/10009661661