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Effective messaging strategies to increase brand love for sociopolitical activist brands
Ahmad, Fayez; Guzman, Francisco; Kidwell, Blair - In: Journal of business research : JBR 151 (2022), pp. 609-622
Persistent link: https://www.econbiz.de/10013459949
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We are just 10 feet away! : how does location-based advertising affect consumer-brand engagement?
Thapa, Sajani; Guzman, Francisco; Paswan, Audhesh - In: Journal of business research : JBR 172 (2024), pp. 1-15
Persistent link: https://www.econbiz.de/10014545208
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How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance : an exploratory study
Cowan, Kirsten; Guzman, Francisco - In: Journal of business research : JBR 117 (2020), pp. 683-693
Persistent link: https://www.econbiz.de/10012288092
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How does promotion mix affect brand equity? : insights from a mixed-methods study of low involvement products
Le Dang Lang; Lim, Weng Marc; Guzman, Francisco - In: Journal of business research : JBR 141 (2022), pp. 175-190
Persistent link: https://www.econbiz.de/10013167966