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Prototypicality advantages for pioneers over me-too brands: the role of evolving product designs
Carson, Stephen J.; Jewell, Robert D.; Joiner, Christopher - In: Journal of the Academy of Marketing Science 35 (2007) 2, pp. 172-183
Persistent link: https://www.econbiz.de/10003507854
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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
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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
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Firm-hosted online brand communities and new product success
Gruner, Richard L.; Homburg, Christian; Lukas, Bryan A. - In: Journal of the Academy of Marketing Science 42 (2014) 1, pp. 29-48
Persistent link: https://www.econbiz.de/10010256716
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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
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The importance of reciprocal spillover effects for the valuation of bestseller brands : introducing and testing a contingency model
Kupfer, Ann-Kristin; Hennig-Thurau, Thorsten; Mathys, … - In: Journal of the Academy of Marketing Science 42 (2014) 2, pp. 205-221
Persistent link: https://www.econbiz.de/10010345183
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How do the success factors driving repurchase intent differ between male and female customers?
Frank, Björn; Enkawa, Takao; Schvaneveldt, Shane J. - In: Journal of the Academy of Marketing Science 42 (2014) 2, pp. 171-185
Persistent link: https://www.econbiz.de/10010345188
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Cobranding arrangements and partner selection : a conceptual framework and managerial guidelines
Newmeyer, Casey E.; Venkatesh, R.; Chatterjee, Rabikar - In: Journal of the Academy of Marketing Science 42 (2014) 2, pp. 103-118
Persistent link: https://www.econbiz.de/10010345201
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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
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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