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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
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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
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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
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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
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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
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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
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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
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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
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Measuring the impact of product placement with brand-related social media conversations and website traffic
Fossen, Beth L.; Schweidel, David A. - In: Marketing science : the marketing journal of the … 38 (2019) 3, pp. 481-499
Persistent link: https://www.econbiz.de/10012038422
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Measuring and understanding brand value in a dynamic model of brand management
Borkovsky, Ron N.; Goldfarb, Avi; Haviv, Avery M.; … - In: Marketing science : the marketing journal of the … 36 (2017) 4, pp. 471-499
Persistent link: https://www.econbiz.de/10011744809