Narrow search
Showing 1 - 10 of 305
Cover Image
Branding access offers : the importance of product brands, ownership status, and spillover effects to parent brands
Baumeister, Christoph; Scherer, Anne; Wangenheim, … - In: Journal of the Academy of Marketing Science 43 (2015) 5, pp. 574-588
Persistent link: https://www.econbiz.de/10011340283
Cover Image
The impact of perceived brand globalness, brand origin image, and brand origin-extension fit on brand extension success
Sichtmann, Christina; Diamantopoulos, Adamantios - In: Journal of the Academy of Marketing Science 41 (2013) 5, pp. 567-585
Persistent link: https://www.econbiz.de/10010126677
Cover Image
Enhancing television advertising : same-language subtitles can improve brand recall, verbal memory, and behavioral intent
Brasel, S. Adam; Gips, James - In: Journal of the Academy of Marketing Science 42 (2014) 3, pp. 322-336
Persistent link: https://www.econbiz.de/10010363992
Cover Image
Living brands : consumer responses to animated brand logos
Brasel, S. Adam; Hagtvedt, Henrik; Grewal, Dhruv; … - In: Journal of the Academy of Marketing Science 44 (2016) 5, pp. 639-653
Persistent link: https://www.econbiz.de/10011552533
Cover Image
Position matters when we stand together : a linguistic perspective on composite brand extensions
Tsai, Meng-Chun; Lou, Yung-Chien; Bei, Lien-ti; Monroe, … - In: Journal of the Academy of Marketing Science 42 (2014) 6, pp. 680-701
Persistent link: https://www.econbiz.de/10010466638
Cover Image
Show it or say it : how brand familiarity influences the effectiveness of image-based versus text-based logos
Morgan, Carter; Fajardo, Tatiana M.; Townsend, Claudia - In: Journal of the Academy of Marketing Science 49 (2021) 3, pp. 566-583
Persistent link: https://www.econbiz.de/10012548066
Cover Image
Brand relevance and the effects of product proliferation across product categories
Zhao, Yanhui; Zhang, Yufei; Wang, Joyce; Schrock, Wyatt A. - In: Journal of the Academy of Marketing Science 48 (2020) 6, pp. 1192-1210
Persistent link: https://www.econbiz.de/10012386911
Cover Image
Time will tell : managing post-purchase changes in brand attitude
He, Yi; Chen, Qimei; Alden, Dana - In: Journal of the Academy of Marketing Science 44 (2016) 6, pp. 791-805
Persistent link: https://www.econbiz.de/10011614116
Cover Image
How nostalgic brand positioning shapes brand equity : differences between emerging and developed markets
Heinberg, Martin; Katsikeas, Constantine S.; Ozkaya, H. … - In: Journal of the Academy of Marketing Science 48 (2020) 5, pp. 869-890
Persistent link: https://www.econbiz.de/10012301292
Cover Image
Building a multi-category brand : when should distant brand extensions be introduced?
Parker, Jeffrey R.; Lehmann, Donald R.; Keller, Kevin Lane - In: Journal of the Academy of Marketing Science 46 (2018) 2, pp. 300-316
Persistent link: https://www.econbiz.de/10011844799