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Understanding the interplay between brand and innovation management : findings and future research directions
Brexendorf, Tim Oliver; Bayus, Barry L.; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 548-557
Persistent link: https://www.econbiz.de/10011340285
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Introduction to the special section "brand and innovation interdependency"
Bayus, Barry L.; Brexendorf, Tim Oliver; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 545-547
Persistent link: https://www.econbiz.de/10011340286
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Special topic section: Brand and innovation interdependency
Bayus, Barry L. (contributor) - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 545-609
Persistent link: https://www.econbiz.de/10011340289
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Promoting consumer's participation in virtual brand communities : a new paradigm in branding strategy
Casaló, Luis V.; Flavián Blanco, Carlos; Guinalíu, Miguel - In: Journal of marketing communications 14 (2008) 1, pp. 19-36
Persistent link: https://www.econbiz.de/10003737754
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The impact of entrepreneurial orientation on B2B branding and business growth in emerging markets
Reijonen, Helen; Hiroven, Saku; Nagy, Gábor; … - In: Industrial marketing management : the international … 51 (2015), pp. 35-46
Persistent link: https://www.econbiz.de/10011422706
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Industrial BRAND-personality formation in a B2B stakeholder network : a service-dominant logic approach
Kovalchuk, Marina; Gabrielsson, Mika; Rollins, Minna - In: Industrial marketing management : the international … 114 (2023), pp. 313-330
Persistent link: https://www.econbiz.de/10014433437
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Influencers and brands successful collaborations : a mutual reinforcement to promote products and services on social media
Ibáñez-Sánchez, Sergio; Flavián, Marta; Casaló, Luis V. - In: Journal of marketing communications 28 (2022) 5, pp. 469-486
Persistent link: https://www.econbiz.de/10013371041