Narrow search
Showing 21 - 30 of 349
Cover Image
The malleable brand : the role of implicit theories in evaluating brand extensions
Yorkston, Eric A.; Nunes, Joseph C.; Matta, Shashi - In: Journal of marketing 74 (2010) 1, pp. 80-93
Persistent link: https://www.econbiz.de/10003940586
Cover Image
Consumer-based brand equity and firm risk
Rego, Lopo L.; Billett, Matthew T.; Morgan, Neil A. - In: Journal of marketing 73 (2009) 6, pp. 47-60
Persistent link: https://www.econbiz.de/10003901097
Cover Image
Beyond the "like" button : the impact of mere virtual presence on brand evaluations and purchase intentions in social media settings
Walker Reczek, Rebecca; Lamberton, Cait Poynor; West, … - In: Journal of marketing 76 (2012) 6, pp. 105-120
Persistent link: https://www.econbiz.de/10009670259
Cover Image
The double-edged sword of foreign brand names for companies from emerging countries
Melnyk, Valentyna; Klein, Kristina; Völckner, Franziska - In: Journal of marketing 76 (2012) 6, pp. 21-37
Persistent link: https://www.econbiz.de/10009670268
Cover Image
Signaling status with luxury goods : the role of brand prominence
Han, Young Jee; Nunes, Joseph C.; Drèze, Xavier - In: Journal of marketing 74 (2010) 4, pp. 15-30
Persistent link: https://www.econbiz.de/10008826533
Cover Image
Emotional brand attachment and brand personality : the relative importance of the actual and the ideal self
Malär, Lucia; Krohmer, Harley; Hoyer, Wayne D.; … - In: Journal of marketing 75 (2011) 4, pp. 35-52
Persistent link: https://www.econbiz.de/10009270915
Cover Image
How images of other consumers influence subsequent taste perceptions
Poor, Morgan; Duhachek, Adam; Krishnan, H. Shanker - In: Journal of marketing 77 (2013) 6, pp. 124-139
Persistent link: https://www.econbiz.de/10010203341
Cover Image
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
Cover Image
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
Cover Image
When humanizing brands goes wrong : the detrimental effect of brand anthropomorphization amid product wrongdoings
Puzakova, Marina; Kwak, Hyokjin; Rocereto, Joseph F. - In: Journal of marketing 77 (2013) 3, pp. 81-100
Persistent link: https://www.econbiz.de/10009747821