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The role of MNC's subsidiaries in creating multinational corporte brand
Khojastehpour, Morteza; Johns, Raechel - In: Journal of strategic marketing 23 (2015) 6, pp. 512-525
Persistent link: https://www.econbiz.de/10011478809
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The role of brand authenticity in developing brand trust
Portal, Sivan; Abratt, Russell; Bendixen, Michael - In: Journal of strategic marketing 27 (2019) 8, pp. 714-729
Persistent link: https://www.econbiz.de/10012202789
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Validating a multidimensional perspective of relationship marketing on brand attachment, customer loyalty and purchase intentions : a serial mediation model
Ahmad, Bilal; Akbar, Muhammad Imad Ud Din - In: Journal of strategic marketing 31 (2023) 3, pp. 669-692
Persistent link: https://www.econbiz.de/10014304946
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Generic, genuine, or completely new? Branding strategies to leverage new products
Rahman, Kaleel; Areni, Charles Scott - In: Journal of strategic marketing 22 (2014) 1, pp. 3-15
Persistent link: https://www.econbiz.de/10010259216
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How can corporate heritage identity stewardship lead to brand ambidexterity?
Moussa, Anthony; Barnier, Virginie de - In: Journal of strategic marketing 29 (2021) 8, pp. 706-721
Persistent link: https://www.econbiz.de/10012653606
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Market orientation and customer-based corporate brand equity (CBCBE) : a dyadic study of Indian B2B firms
Sarkar, Soumya; Mishra, Prashant - In: Journal of strategic marketing 25 (2017) 5/6, pp. 367-383
Persistent link: https://www.econbiz.de/10011743018
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Product placement by global brands as an alternative strategy : is it worth in emerging market?
Srivastava, Rajesh K. - In: Journal of strategic marketing 23 (2015) 2, pp. 141-156
Persistent link: https://www.econbiz.de/10011305971
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A conceptual analysis of brand intimacy on social media platforms
Almubarak, Alanoud F.; Pervan, Simon J.; Johnson, Lester W. - In: Journal of strategic marketing 26 (2018) 6, pp. 463-478
Persistent link: https://www.econbiz.de/10011976041
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Strategic brand storytelling
Mills, Adam J. - In: Journal of strategic marketing 31 (2023) 7, pp. 1239-1242
Persistent link: https://www.econbiz.de/10014553075
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Brand transitions in emerging markets : an exploratory perspective and research framework
Narayanan, Priya - In: Journal of strategic marketing 32 (2024) 3, pp. 333-357
Persistent link: https://www.econbiz.de/10014553256