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Seeing brands as humans : development and validation of a brand anthropomorphism scale
Golossenko, Artyom; Pillai, Kishore Gopalakrishna; … - In: International journal of research in marketing : IJRM ; … 37 (2020) 4, pp. 737-755
Persistent link: https://www.econbiz.de/10012494713
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Brand crises in the digital age : the short- and long-term effects of social media firestorms on consumers and brands
Hansen, Nele; Kupfer, Ann-Kristin; Hennig-Thurau, Thorsten - In: International journal of research in marketing : IJRM ; … 35 (2018) 4, pp. 557-574
Persistent link: https://www.econbiz.de/10011956595
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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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When brand anthropomorphism alters perceptions of justice : the moderating role of self-construal
Kwak, Hyokjin; Puzakova, Marina; Rocereto, Joseph F. - In: International journal of research in marketing : IJRM ; … 34 (2017) 4, pp. 851-871
Persistent link: https://www.econbiz.de/10011792407
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The dark side of innovation : how new SKUs affect brand choice in the presence of consumer uncertainty and learning
Ewijk, Bernadette J. van; Gijsbrechts, Els; Steenkamp, … - In: International journal of research in marketing : IJRM ; … 39 (2022) 4, pp. 967-987
Persistent link: https://www.econbiz.de/10013471029
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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
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Ad wearout wearout : how time can reverse the negative effect of frequent advertising repetition on brand preference
Kronrod, Ann; Huber, Joel - In: International journal of research in marketing : IJRM ; … 36 (2019) 2, pp. 306-324
Persistent link: https://www.econbiz.de/10012063330
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Political ideology and brand attachment
Chan, Eugene Y.; Ilicic, Jasmina - In: International journal of research in marketing : IJRM ; … 36 (2019) 4, pp. 630-646
Persistent link: https://www.econbiz.de/10012152470
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Brand portfolio coherence : scale development and empirical demonstration
Nguyen, Hang T.; Zhang, Yufei; Calantone, Roger J. - In: International journal of research in marketing : IJRM ; … 35 (2018) 1, pp. 60-80
Persistent link: https://www.econbiz.de/10011816963
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Decomposing the effects of online customer reviews on brand, price, and product attributes
Kostyra, Daniel; Reiner, Jochen; Natter, Martin; … - In: International journal of research in marketing : IJRM ; … 33 (2016) 1, pp. 11-26
Persistent link: https://www.econbiz.de/10011490792