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Marketing strategy decisions for brand extension success
Athanasopoulou, Pinelopi; Giovanis, Apostolos N.; … - In: The journal of brand management : an international journal 22 (2015) 6, pp. 487-514
Persistent link: https://www.econbiz.de/10011349956
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The internal branding process and financial performance in service companies : an examination of the required steps
Tuominen, Sasu; Hirvonen, Saku; Reijonen, Helen; … - In: The journal of brand management : an international journal 23 (2016) 3, pp. 306-326
Persistent link: https://www.econbiz.de/10011477729
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Isolating strategy effectiveness of brands in an emerging market : a choice modeling approach
Ghose, Sanjoy; Heiman, Amir; Lowengart, Oded - In: The journal of brand management : an international journal 24 (2017) 2, pp. 161-177
Persistent link: https://www.econbiz.de/10011724566
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Role of brand globalness in consumer evaluation of new product branding strategy
Punyatoya, Plavini; Sadh, Ashish; Mishra, Sushanta Kumar - In: The journal of brand management : an international journal 21 (2014) 2, pp. 171-188
Persistent link: https://www.econbiz.de/10010252610
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Effects of sponsorship quality and quantity on employee brand behavior
Batt, Verena; Holzer, Matthias; Bruhn, Manfred; … - In: The journal of brand management : an international journal 28 (2021) 5, pp. 495-509
Persistent link: https://www.econbiz.de/10012601205
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Global brands in emerging markets : the cultural antecedents of global brand preference
Dalmoro, Marlon; Pinto, Diego Costa; Borges, Adilson; … - In: The journal of brand management : an international journal 22 (2015) 9, pp. 721-736
Persistent link: https://www.econbiz.de/10011438542
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Employees as a second audience : the effect of external communication on internal brand management outcomes
Piehler, Rico; Schade, Michael; Burmann, Christoph - In: The journal of brand management : an international journal 26 (2019) 4, pp. 445-460
Persistent link: https://www.econbiz.de/10012060148
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Geographical brand and country-of-origin effects in the Chinese wine import market
Agnoli, Lara; Capitello, Roberta; Begalli, Diego - In: The journal of brand management : an international journal 21 (2014) 7/8, pp. 541-558
Persistent link: https://www.econbiz.de/10010462633
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Global brand value in developed, emerging, and least developed country markets
Randrianasolo, Arilova A. - In: The journal of brand management : an international journal 24 (2017) 5, pp. 489-507
Persistent link: https://www.econbiz.de/10011799052
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"Brands that do Good" : (11th global brand conference), University of Bradford School of Management
Roper, Stuart; Lim, Ming; Iglesias, Oriol - In: The journal of brand management : an international journal 25 (2018) 1, pp. 1-2
Persistent link: https://www.econbiz.de/10011874894