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Investigating relationship types for creating brand value for resellers

Gupta, Suraksha; Foroudi, Pantea; Yen, Dorothy - In: Industrial marketing management : the international … 72 (2018), pp. 37-47

Persistent link: https://www.econbiz.de/10011887282

"Are we all in this together?" : brand opportunism in COVID-19 cause related marketing and the moderating role of consumer skepticism

Yang, Jing; Mundel, Juan - In: Journal of promotion management : innovations in … 27 (2021) 6, pp. 877-899

Persistent link: https://www.econbiz.de/10012607295

Brands in, from and to emerging markets : the role of industrial relationships

Gupta, Suraksha; Balmer, John M. T.; Low, Brian - In: Industrial marketing management : the international … 51 (2015), pp. 4-10

Persistent link: https://www.econbiz.de/10011422655

Managing brand preferences of resellers

Gupta, Suraksha - In: Industrial marketing management : the international … 103 (2022), pp. 130-145

Persistent link: https://www.econbiz.de/10013255681

Integrating machine learning, modularity and supply chain integration for Branding 4.0

Yan, Ye; Gupta, Suraksha; Licsandru, Tana Cristina; … - In: Industrial marketing management : the international … 104 (2022), pp. 136-149

Persistent link: https://www.econbiz.de/10013326934

"Authentic warmth in these uncertain times" : the impact of authenticity in COVID-19 advertising on brand warmth and consumer responses

Yang, Jing; Jiang, Mengtian; Kim, Taeyoung - In: Journal of promotion management : innovations in … 29 (2023) 2, pp. 259-279

Persistent link: https://www.econbiz.de/10013483037

Can brand sponsorship increase download intention for mHealth apps? : the role of issue relevance, brand involvement, and perceived app quality

Yang, Jing; Kanthawala, Shaheen; Joo, Eunsin; Kononova, … - In: Journal of promotion management : innovations in … 28 (2022) 6, pp. 869-892

Given the ubiquity of mobile health apps, marketers are increasingly using this technology as a popular promotional strategy. The current study investigates the roles of health issue relevance, brand involvement, and perceived app quality in influencing individuals’ download intention for...

Persistent link: https://www.econbiz.de/10013277323