Narrow search
Showing 1 - 10 of 301
Cover Image
Brand positioning based on brand image-country image fit
Klein, Kristina; Völckner, Franziska; Bruno, Hernan A.; … - In: Marketing science : the marketing journal of the … 38 (2019) 3, pp. 516-538
Persistent link: https://www.econbiz.de/10012038426
Cover Image
Image reinforcement or impairment : the effects of co-branding on attribute uncertainty
Geylani, Tansev; Inman, J. Jeffrey; Hofstede, Frenkel ter - In: Marketing science : the marketing journal of the … 27 (2008) 4, pp. 730-744
Persistent link: https://www.econbiz.de/10003765844
Cover Image
Breaking free of a stereotype : should a domestic brand pretend to be a foreign one?
Zhang, Kaifu - In: Marketing science : the marketing journal of the … 34 (2015) 4, pp. 539-554
Persistent link: https://www.econbiz.de/10011313063
Cover Image
National brand's response to store brands : throw in the towel or fight back?
Nasser, Sherif; Turcic, Danko; Narasimhan, Chakravarthi - In: Marketing science : the marketing journal of the … 32 (2013) 4, pp. 591-608
Persistent link: https://www.econbiz.de/10009787934
Cover Image
A data set of brands and their characteristics
Lovett, Mitchell; Peres, Renana; Shachar, Ron - In: Marketing science : the marketing journal of the … 33 (2014) 4, pp. 609-617
Persistent link: https://www.econbiz.de/10010403239
Cover Image
Interbrand variant overlap : impact on brand preference and portfolio profit
Aribarg, Anocha; Arora, Neeraj - In: Marketing science : the marketing journal of the … 27 (2008) 3, pp. 474-491
Persistent link: https://www.econbiz.de/10003736802
Cover Image
A model of brand architecture choice : a house of brands vs. a branded house
Yu, Jungju - In: Marketing science : the marketing journal of the … 40 (2021) 1, pp. 147-167
Persistent link: https://www.econbiz.de/10012493749
Cover Image
Customer bill of rights under no-fault service failure : confinement and compensation
Chen, Rachel R.; Gerstner, Eitan; Yang, Yinghui - In: Marketing science : the marketing journal of the … 31 (2012) 1, pp. 157-171
Persistent link: https://www.econbiz.de/10009511623
Cover Image
Assessing the influence of economic and customer experience factors on service purchase behaviors
Kumar, V.; Umashankar, Nita; Kim, Kihyun Hannah; … - In: Marketing science : the marketing journal of the … 33 (2014) 5, pp. 673-692
Persistent link: https://www.econbiz.de/10010468408
Cover Image
Partner selection in brand alliances : an empirical investigation of the drivers of brand fit
Lans, Ralf van der; Van den Bergh, Bram; Dieleman, Evelien - In: Marketing science : the marketing journal of the … 33 (2014) 4, pp. 551-566
Persistent link: https://www.econbiz.de/10010402541