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Strengthening internal brand equity with brand ambassador programs : development and testing of a success factor model
Schmidt, Holger J.; Baumgarth, Carsten - In: The journal of brand management : an international journal 25 (2018) 3, pp. 250-265
Persistent link: https://www.econbiz.de/10011884942
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Social media brand engagement in the context of collaborative consumption : the case of AIRBNB
Schivinski, Bruno; Langaro, Daniela; Fernandes, Teresa; … - In: The journal of brand management : an international journal 27 (2020) 6, pp. 645-661
Persistent link: https://www.econbiz.de/10012304068
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Five areas to advance branding theory and practice
Melewar, T. C.; Bang, Nguyen - In: The journal of brand management : an international journal 21 (2014) 9, pp. 758-769
Persistent link: https://www.econbiz.de/10010514116
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The notion of relationship in branding
Melewar, T. C. - In: The journal of brand management : an international journal 17 (2009/10) 2, pp. 95-96
Persistent link: https://www.econbiz.de/10009524653
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Building brand meaning in social entrepreneurship organizations : the social impact brand model
Lückenbach, Florian; Schmidt, Holger J.; Henseler, Jörg - In: The journal of brand management : an international journal 30 (2023) 3, pp. 207-226
Persistent link: https://www.econbiz.de/10014326908
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Cocreated brand value : theoretical model and propositions
Hollebeek, Linda D.; Clark, Moira K.; Hammedi, Wafa; … - In: The journal of brand management : an international journal 28 (2021) 4, pp. 413-428
Persistent link: https://www.econbiz.de/10012550331
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Beware, an underdog may bite : literature review and brand management framework in the context of underdog brands
Schmidt, Holger J.; Steenkamp, Pieter - In: The journal of brand management : an international journal 29 (2022) 1, pp. 85-110
Persistent link: https://www.econbiz.de/10013170524