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Why negative brand extension evaluations do not always negatively affect the brand : the role of central and peripheral brand associations
Michel, Géraldine; Donthu, Naveen - In: Journal of business research : JBR 67 (2014) 12, pp. 2611-2619
Persistent link: https://www.econbiz.de/10010483031
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Self-brand values congruity and incongruity : their impacts on self-expansion and consumers' responses to brands
Michel, Géraldine; Torelli, Carlos J.; Fleck, Nathalie; … - In: Journal of business research : JBR 142 (2022), pp. 301-316
Persistent link: https://www.econbiz.de/10013168291
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From brand identity to polysemous brands : commentary on "Performing identities : processes of brand and stakeholder identity co-construction"
Michel, Géraldine - In: Journal of business research : JBR 70 (2017), pp. 453-455
Persistent link: https://www.econbiz.de/10011620574
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Brand resurrections : how past and present narrations impact consumer reactions towards resurrected utilitarian brands
Volpert, Johanna; Michel, Géraldine - In: Journal of business research : JBR 153 (2022), pp. 479-493
Persistent link: https://www.econbiz.de/10013534094