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Brand response to environmental turbulence : a framework and propositions for resistance, recovery and reinvention
Rego, Lopo L.; Brady, Michael; Leone, Robert P.; … - In: International journal of research in marketing : IJRM ; … 39 (2022) 2, pp. 583-602
Persistent link: https://www.econbiz.de/10013271783
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Matching with the stars : how brand personality determines celebrity endorsement contract formation
Zamudio, César - In: International journal of research in marketing : IJRM ; … 33 (2016) 2, pp. 409-427
Persistent link: https://www.econbiz.de/10011527114
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What drives the market popularity of celebrities? : a longitudinal analysis of consumer interest in film stars
Mathys, Juliane; Burmester, Alexa B.; Clement, Michel - In: International journal of research in marketing : IJRM ; … 33 (2016) 2, pp. 428-448
Persistent link: https://www.econbiz.de/10011527120
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When white space is more than "burning money" : economic signaling meets visual commercial rhetoric
Pracejus, John W.; O'Guinn, Thomas C.; Olsen, G. Douglas - In: International journal of research in marketing : IJRM ; … 30 (2013) 3, pp. 211-218
Persistent link: https://www.econbiz.de/10009779994
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Marketing function and form : how functionalist and experiential architectures affect corporate brand personality
Raffelt, Ursula; Schmitt, Bernd; Meyer, Anton - In: International journal of research in marketing : IJRM ; … 30 (2013) 3, pp. 201-210
Persistent link: https://www.econbiz.de/10009779995
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The impact of digital transformation on the retailing value chain
Reinartz, Werner J.; Wiegand, Nico; Imschloß, Monika - In: International journal of research in marketing : IJRM ; … 36 (2019) 3, pp. 350-366
Persistent link: https://www.econbiz.de/10012134256
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Branding in the era of digital (dis)intermediation
Gielens, Katrijn; Steenkamp, Jan-Benedict E. M. - In: International journal of research in marketing : IJRM ; … 36 (2019) 3, pp. 367-384
Persistent link: https://www.econbiz.de/10012134258
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Making new products go viral and succeed
Nguyen, Hang T.; Chaudhuri, Malika - In: International journal of research in marketing : IJRM ; … 36 (2019) 1, pp. 39-62
Persistent link: https://www.econbiz.de/10012016490
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Cultural influences on brand extension judgments : opposing effects of thinking style and regulatory focus
Kim, Kyeongheui; Park, Jongwon - In: International journal of research in marketing : IJRM ; … 36 (2019) 1, pp. 137-150
Persistent link: https://www.econbiz.de/10012016495
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Too much of a good thing? : consumer response to strategic changes in brand image
Gaustad, Tarje; Samuelsen, Bendik M.; Warlop, Luk; … - In: International journal of research in marketing : IJRM ; … 36 (2019) 2, pp. 264-280
Persistent link: https://www.econbiz.de/10012063328