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Defending the markers of masculinity : consumer resistance to brand gender-bending
Avery, Jill - In: International journal of research in marketing : IJRM ; … 29 (2012) 4, pp. 322-336
Persistent link: https://www.econbiz.de/10009684920
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Antecedents and financial impacts of building brand love
Nguyen, Hang T.; Feng, Hui - In: International journal of research in marketing : IJRM ; … 38 (2021) 3, pp. 572-592
Persistent link: https://www.econbiz.de/10012939485
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Multidimensional brand equity and asymmetric risk
Ha, Kyoungnam Catherine; Song, Reo; Erickson, Gary M. - In: International journal of research in marketing : IJRM ; … 38 (2021) 3, pp. 593-614
Persistent link: https://www.econbiz.de/10012939486
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If all their products seem the same, all the parts within a product seem the same too : how brand homogeneity polarizes product experiences
Smith, Robert W.; Keller, Kevin Lane - In: International journal of research in marketing : IJRM ; … 38 (2021) 3, pp. 698-714
Persistent link: https://www.econbiz.de/10012939497
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Brand and consumer engagement behaviors on Facebook brand pages : let's have a (positive) conversation
Dhaoui, Chedia; Webster, Cynthia M. - In: International journal of research in marketing : IJRM ; … 38 (2021) 1, pp. 155-175
Persistent link: https://www.econbiz.de/10012506523
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Blending package shape with the gender dimension of brand image : how and why?
Pang, Jun; Ding, Ying - In: International journal of research in marketing : IJRM ; … 38 (2021) 1, pp. 216-231
Persistent link: https://www.econbiz.de/10012506526
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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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Dynamics and peer effects of brand revenue in college sports
Liu, Zhuping; Duan, Jason A.; Mahajan, Vijay - In: International journal of research in marketing : IJRM ; … 37 (2020) 4, pp. 756-771
Persistent link: https://www.econbiz.de/10012494714
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Brand activism : does courting controversy help or hurt a brand?
Mukherjee, Sourjo; Althuizen, Niek - In: International journal of research in marketing : IJRM ; … 37 (2020) 4, pp. 772-788
Persistent link: https://www.econbiz.de/10012494715
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Brand linguistics : a theory-driven framework for the study of language in branding
Carnevale, Marina; Luna, David; Lerman, Dawn - In: International journal of research in marketing : IJRM ; … 34 (2017) 2, pp. 572-591
Persistent link: https://www.econbiz.de/10011734955