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Developing brand identity and sales strategy in the digital era : moderating role of consumer belief in brand
Shams, S. M. Riad; Chatterjee, Sheshadri; Chaudhuri, Ranjan - In: Journal of business research : JBR 179 (2024), pp. 1-10
Persistent link: https://www.econbiz.de/10014555890
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Brand orientation : conceptual extension, scale development and validation
Piha, Lamprini; Papadas, Karolos; Davvetas, Vasileios - In: Journal of business research : JBR 134 (2021), pp. 203-222
Persistent link: https://www.econbiz.de/10012643741
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Effects of advertising-evoked vicarious nostalgia on brand heritage
Merchant, Altaf; Rose, Gregory - In: Journal of business research : JBR 66 (2013) 12, pp. 2619-2625
Persistent link: https://www.econbiz.de/10010233136
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Associative and dissociative comparative advertising strategies in broadening brand positioning
Jewell, Robert D.; Saenger, Christina - In: Journal of business research : JBR 67 (2014) 7, pp. 1559-1566
Persistent link: https://www.econbiz.de/10010379270
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Marketing mix and customer equity of SPA brands : cross-cultural perspectives
Lee, Chang Han; Ko, Eunju; Tikkanen, Henrikki; Phan, … - In: Journal of business research : JBR 67 (2014) 10, pp. 2155-2163
Persistent link: https://www.econbiz.de/10010400096
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Influence of two modes of intergenerational communication on brand equity
Cai, Yuanyuan; Zhao, Guangzhi; He, Jiaxun - In: Journal of business research : JBR 68 (2015) 3, pp. 553-560
Persistent link: https://www.econbiz.de/10010496182
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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
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The impact of negative customer engagement on market-based assets and financial performance
Rahman, Mahabubur; Faroque, Anisur Rahman; Sakka, Georgia; … - In: Journal of business research : JBR 138 (2022), pp. 422-435
Persistent link: https://www.econbiz.de/10013197867
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Matching green messages with brand positioning to improve brand evaluation
Luz, Victoria Vilasanti da; Mantovani, Danielle; … - In: Journal of business research : JBR 119 (2020), pp. 25-40
Persistent link: https://www.econbiz.de/10012416925
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Sustainable marketing activities of traditional fashion market and brand loyalty
Jung, Jaesuk; Kim, Sang Jin; Kim, Kyung Hoon - In: Journal of business research : JBR 120 (2020), pp. 294-301
Persistent link: https://www.econbiz.de/10012417131