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The role of within-brand and cross-brand communications in competitive growth
Libai, Barak; Muller, Eitan; Peres, Renana - In: Journal of marketing 73 (2009) 3, pp. 19-34
Persistent link: https://www.econbiz.de/10003838426
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The impact of counterfeiting on genuine-item consumers' brand relationships
In: Journal of marketing 73 (2009) 3, pp. 86-98
Persistent link: https://www.econbiz.de/10003838590
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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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Evaluating the financial impact of branding using trademarks : a framework and empirical evidence
Krasnikov, Alexander; Mishra, Saurabh; Orozco, David - In: Journal of marketing 73 (2009) 6, pp. 154-166
Persistent link: https://www.econbiz.de/10003901169
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Resistance to brand switching when a radically new brand is introduced : a social identity theory perspective
Lam, Son K.; Ahearne, Michael; Hu, Ye; Schillewaert, Niels - In: Journal of marketing 74 (2010) 6, pp. 128-146
Persistent link: https://www.econbiz.de/10008702698
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Promoting brands across categories with a social cause : implementing effective embedded premium programs
Henderson, Ty; Arora, Neeraj - In: Journal of marketing 74 (2010) 6, pp. 41-60
Persistent link: https://www.econbiz.de/10008702762
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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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The sound of brands
Argo, Jennifer J.; Popa, Monica; Smith, Malcolm C. - In: Journal of marketing 74 (2010) 4, pp. 97-109
Persistent link: https://www.econbiz.de/10008826528
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Holistic package design and consumer brand impressions
Orth, Ulrich R.; Malkewitz, Keven - In: Journal of marketing 72 (2008) 3, pp. 64-81
Persistent link: https://www.econbiz.de/10003709043
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Negative spillover in brand portfolios : exploring the antecedents of asymmetric effects
Lei, Jing; Dawar, Niraj; Lemmink, Jos - In: Journal of marketing 72 (2008) 3, pp. 111-123
Persistent link: https://www.econbiz.de/10003709046