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A multi-stakeholder IMC framework for networked brand identity
Orazi, Davide C.; Spry, Amanda; Theilacker, Max N.; … - In: European journal of marketing : EJM 51 (2017) 3, pp. 551-571
Persistent link: https://www.econbiz.de/10011698234
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Relationships between social Web, IMC and overall brand equity : an empirical examination from the cross-cultural perspective
Šerić, Maja - In: European journal of marketing : EJM 51 (2017) 3, pp. 646-667
Persistent link: https://www.econbiz.de/10011698257
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Sometimes a celebrity holding a negative public image is the best product endorser
Sääksjärvi, Maria; Hellén, Katarina; Balabanis, George - In: European journal of marketing : EJM 50 (2016) 3/4, pp. 421-441
Persistent link: https://www.econbiz.de/10011574403
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Why doesn't our branding pay off : optimising the effects of branding through innovation
Lee, Wai Jin; O'Cass, Aron; Sok, Phyra - In: European journal of marketing : EJM 50 (2016) 3/4, pp. 509-529
Persistent link: https://www.econbiz.de/10011574456
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The brand authenticity effect : situational and individual-level moderators
Guèvremont, Amélie; Grohmann, Bianca - In: European journal of marketing : EJM 50 (2016) 3/4, pp. 602-620
Persistent link: https://www.econbiz.de/10011574475
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Why familiar brands are sometimes harder to remember
Stocchi, Lara; Wright, Malcolm; Driesener, Carl - In: European journal of marketing : EJM 50 (2016) 3/4, pp. 621-638
Persistent link: https://www.econbiz.de/10011574494
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The effect of product placements on the evaluation of movies
Song, Reo; Ha, Kyoungnam - In: European journal of marketing : EJM 50 (2016) 3/4, pp. 530-549
Persistent link: https://www.econbiz.de/10011574462
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Hunting down the marketing management gap : in a developing economy
Chong, Sin-Jee - In: European journal of marketing : EJM 8 (1974) 1, pp. 75-82
Persistent link: https://www.econbiz.de/10002002872
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A case study of production orientation : malayan canned pineapple
Jabbar, Syed - In: European journal of marketing : EJM 6 (1972) 3, pp. 147-154
Persistent link: https://www.econbiz.de/10003071344