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Reconciling the tension between consistency and relevance : design thinking as a mechanism for brand ambidexterity
Beverland, Michael B.; Wilner, Sarah J. S.; Micheli, Pietro - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 589-609
Persistent link: https://www.econbiz.de/10011340270
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The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities
Wang, Yichuan; Hsiao, Shih-Hui; Yang, Zhiguo; Hajli, Nick - In: Industrial marketing management : the international … 54 (2016), pp. 56-70
Persistent link: https://www.econbiz.de/10011478717
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Unintended effects of incentivizing consumers to recommend a favorite brand
Anghelcev, George - In: Journal of marketing communications 21 (2015) 3, pp. 210-223
Persistent link: https://www.econbiz.de/10011376491
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Antecedents and outcomes of brand love : the mediating role of brand loyalty
Bıçakcıoğlu, Nilay; İpek, İlayda; Bayraktaroğlu, Gül - In: Journal of marketing communications 24 (2018) 8, pp. 863-877
Persistent link: https://www.econbiz.de/10011976104
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How employees engage with B2B brands on social media : word choice and verbal tone
Pitt, Christine S.; Plangger, Kirk A.; Botha, Elsamari; … - In: Industrial marketing management : the international … 81 (2019), pp. 130-137
Persistent link: https://www.econbiz.de/10012107701
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The interplay of innovation, brand, and marketing mix variables in line extensions
Sinapuelas, Ian Clark S.; Wang, Hui-Ming Deanna; … - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 558-573
Persistent link: https://www.econbiz.de/10011340284
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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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The effects of social media on brand attitude and WOM during a brand crisis : evidences from the Barilla case
Pace, Stefano; Balboni, Bernardo; Gistri, Giacomo - In: Journal of marketing communications 23 (2017) 2, pp. 135-148
Persistent link: https://www.econbiz.de/10011706457
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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