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Corporate rebranding: effects of corporate visual identity changes on employees and consumers
Bolhuis, Wendy; Jong, Menno D. T. de; Bosch, Annette L. … - In: Journal of marketing communications 24 (2018) 1, pp. 3-16
Persistent link: https://www.econbiz.de/10011852908
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Enhancing consumer engagement in an online brand community via user reputation signals : a multi-method analysis
Hanson, Sara; Jiang, Lan; Dahl, Darren W. - In: Journal of the Academy of Marketing Science 47 (2019) 2, pp. 349-367
Persistent link: https://www.econbiz.de/10012022592
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Corporate brand positioning in complex industrial firms : introducing a dynamic, process approach to positioning
Koch, Christian H.; Gyrd-Jones, Richard I. - In: Industrial marketing management : the international … 81 (2019), pp. 40-53
Persistent link: https://www.econbiz.de/10012107678
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You gotta serve somebody : the effects of firm innovation on customer satisfaction and firm value
Rubera, Gaia; Kirca, Ahmet H. - In: Journal of the Academy of Marketing Science 45 (2017) 5, pp. 741-761
Persistent link: https://www.econbiz.de/10011772374
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Development of new B2B venture corporate brand identity : a narrative performance approach
Törmälä, Minna; Gyrd-Jones, Richard I. - In: Industrial marketing management : the international … 65 (2017), pp. 76-85
Persistent link: https://www.econbiz.de/10011774969
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What and how to communicate about a corporate brand with the consumers : an exploratory study
Mann, Bikram Jit Singh; Kaur Ghuman, Mandeep - In: Journal of marketing communications 24 (2018) 3, pp. 230-249
Persistent link: https://www.econbiz.de/10011852950
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Corporate branding : where are we? ; a systematic communication-based inquiry
Biraghi, Silvia; Gambetti, Rossella Chiara - In: Journal of marketing communications 21 (2015) 4, pp. 260-283
Persistent link: https://www.econbiz.de/10011405889
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A literature review and future agenda for B2B branding : challenges of branding in a B2B context
Leek, Sheena; Christodoulides, George - In: Industrial marketing management : the international … 40 (2011) 6, pp. 830-837
Persistent link: https://www.econbiz.de/10009348666
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Corporate brand name changes and business restructuring : is the relationship complementary or substitutive?
Kalaignanam, Kartik; Bahadir, S. Cem - In: Journal of the Academy of Marketing Science 41 (2013) 4, pp. 456-472
Persistent link: https://www.econbiz.de/10009776506
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The relationship between legitimacy, reputation, sustainability and branding for companies and their supply chains
Czinkota, Michael R.; Kaufmann, Hans Rüdiger; Basile, … - In: Industrial marketing management : the international … 43 (2014) 1, pp. 91-101
Persistent link: https://www.econbiz.de/10010359371