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Intended brand associations : do they really drive consumer response?
Koll, Oliver; Wallpach, Sylvia von - In: Journal of business research : JBR 67 (2014) 7, pp. 1501-1507
Persistent link: https://www.econbiz.de/10010379291
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One pie, many recipes : alternative paths to high brand strength
Grohs, Reinhard; Raeis, Karine; Koll, Oliver; … - In: Journal of business research : JBR 69 (2016) 6, pp. 2244-2251
Persistent link: https://www.econbiz.de/10011472212
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Drivers of brand strength : configural paths to strong cognitive brand equity
Mühlbacher, Hans; Raies, Karine; Grohs, Reinhard; … - In: Journal of business research : JBR 69 (2016) 8, pp. 2774-2780
Persistent link: https://www.econbiz.de/10011506881