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Fans' resistance to naming right sponsorships : why stadium names remain the same for fans
Woisetschläger, David; Haselhoff, Vanessa; Backhaus, … - In: European journal of marketing : EJM 48 (2014) 7/8, pp. 1487-1510
Persistent link: https://www.econbiz.de/10010414751
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Field-capital theory and its implications for marketing
Tapp, Alan; Warren, Stella - In: European journal of marketing : EJM 44 (2010) 1/2, pp. 200-222
Persistent link: https://www.econbiz.de/10003949209
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Evaluating the effectiveness of brand-positioning strategies from a consumer perspective
Fuchs, Christoph; Diamantopoulos, Adamantios - In: European journal of marketing : EJM 44 (2010) 11/12, pp. 1763-1786
Persistent link: https://www.econbiz.de/10008773203
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Exploring consumer brand name equity : gaining insight through the investigation of response to name change
Round, D. J. Griff; Roper, Stuart - In: European journal of marketing : EJM 46 (2012) 7/8, pp. 938-951
Persistent link: https://www.econbiz.de/10009572871
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Segmentation and brand positioning for Islamic financial services
Rusnah Muhamad; Melewar, T. C.; Sharifah Faridah Syed Alwi - In: European journal of marketing : EJM 46 (2012) 7/8, pp. 900-921
Persistent link: https://www.econbiz.de/10009572901
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Brand extension strategies : perceived fit, brand type, and culture influences
Buil, Isabel; De Chernatony, Leslie; Hem, Leif E. - In: European journal of marketing : EJM 43 (2009) 11/12, pp. 1300-1324
Persistent link: https://www.econbiz.de/10009525792
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Strategic relationship management and service brand marketing
Tsai, Shu-pei - In: European journal of marketing : EJM 45 (2011) 7/8, pp. 1194-1213
Persistent link: https://www.econbiz.de/10009267032
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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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The effect of brand design on brand gender perceptions and brand preference
Lieven, Theo; Grohmann, Bianca; Herrmann, Andreas; … - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 146-169
Persistent link: https://www.econbiz.de/10010519623
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Consonants in brand names influence brand gender perceptions
Guèvremont, Amélie; Grohmann, Bianca - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 101-122
Persistent link: https://www.econbiz.de/10010519627