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The consumer-based brand equity deconstruction and restoration process : lessons from unliked brands
Veloutsou, Cleopatra; Chatzipanagiotou, Kalliopi; … - In: Journal of business research : JBR 111 (2020), pp. 41-51
Persistent link: https://www.econbiz.de/10012237768
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Decoding the complexity of the consumer-based brand equity process
Chatzipanagiotou, Kalliopi; Veloutsou, Cleopatra; … - In: Journal of business research : JBR 69 (2016) 11, pp. 5479-5486
Persistent link: https://www.econbiz.de/10011590542
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Avoiding the brand for me, us, or them? : consumer reactions to negative brand events
Gerrath, Maximilian H. E. E.; Brakus, J. Joško; … - In: Journal of business research : JBR 156 (2023), pp. 1-11
Persistent link: https://www.econbiz.de/10013534264
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Toward a better understanding of key determinants and consequences of masstige consumption
Boisvert, Jean; Christodoulides, George; Khan, M. Sajid - In: Journal of business research : JBR 161 (2023), pp. 1-16
Persistent link: https://www.econbiz.de/10014288889