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The worth of product placement in successful films : an event study analysis
Wiles, Michael A.; Danielova, Anna - In: Journal of marketing 73 (2009) 4, pp. 44-63
Persistent link: https://www.econbiz.de/10003860860
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Innovation sequences over iterated offerings : a relative innovation, comfort, and stimulation framework of consumer responses
Heath, Timothy B.; Chatterjee, Subimal; Basuroy, Suman; … - In: Journal of marketing 79 (2015) 6, pp. 71-93
Persistent link: https://www.econbiz.de/10011410751
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Brand equity in good and bad times : what distinguishes winners from losers in consumer packaged goods industries?
Rajavi, Koushyar; Kushwaha, Tarun; Steenkamp, … - In: Journal of marketing 87 (2023) 3, pp. 472-489
Persistent link: https://www.econbiz.de/10014245146
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Brand attachment and brand attitude strength : conceptual and empirical differentiation of two critical brand equity drivers
Park, C. Whan; MacInnis, Deborah J.; Priester, Joseph; … - In: Journal of marketing 74 (2010) 6, pp. 1-17
Persistent link: https://www.econbiz.de/10008702776
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Competing for consumer identity : limits to self-expression and the perils of lifestyle branding
Chernev, Alexander; Hamilton, Ryan; Gal, David - In: Journal of marketing 75 (2011) 3, pp. 66-82
Persistent link: https://www.econbiz.de/10009160714
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Better not smile at the price : the differential role of brand anthropomorphization on perceived price fairness
Kwak, Hyokjin; Puzakova, Marina; Rocereto, Joseph F. - In: Journal of marketing 79 (2015) 4, pp. 56-76
Persistent link: https://www.econbiz.de/10011304637
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The role of brands and mediating technologies in assembling long-distance family practices
Epp, Amber M.; Schau, Hope Jensen; Price, Linda L. - In: Journal of marketing 78 (2014) 3, pp. 81-101
Persistent link: https://www.econbiz.de/10010360377
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Branded service encounters : strategically aligning employee behavior with the brand positioning
Sirianni, Nancy J.; Bitner, Mary Jo; Brown, Stephen Walter - In: Journal of marketing 77 (2013) 6, pp. 108-123
Persistent link: https://www.econbiz.de/10010203344
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The effects of positive and negative online customer reviews : do brand strength and category maturity matter?
Ho-Dac, Nga N.; Carson, Stephen J.; Moore, William L. - In: Journal of marketing 77 (2013) 6, pp. 37-53
Persistent link: https://www.econbiz.de/10010203377
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All that is users might not be gold : how labeling products as user designed backfires in the context of luxury fashion brands
Fuchs, Christoph; Prandelli, Emanuela; Schreier, Martin; … - In: Journal of marketing 77 (2013) 5, pp. 75-91
Persistent link: https://www.econbiz.de/10009793057