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Sponsorship effects of brand management : the role of exposure and activity involvement
Grohs, Reinhard; Reisinger, Heribert - In: Journal of business research : JBR 67 (2014) 5, pp. 1018-1025
Persistent link: https://www.econbiz.de/10010364054
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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
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The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude
Wolfsteiner, Elisabeth; Grohs, Reinhard; Reisinger, Heribert - In: Journal of business research : JBR 124 (2021), pp. 770-779
Persistent link: https://www.econbiz.de/10012494019