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Is co-creation really a booster for brand equity? : the role of co-creation in observer-based brand equity (OBBE)
Kristal, Samuel; Baumgarth, Carsten; Behnke, Carolin; … - In: The journal of product & brand management 25 (2016) 3, pp. 247-261
Persistent link: https://www.econbiz.de/10011548775
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Sales force impact on B-to-B brand equity : conceptual framework and empirical test
Baumgarth, Carsten; Binckebanck, Lars - In: The journal of product & brand management 20 (2011) 6, pp. 487-498
Persistent link: https://www.econbiz.de/10010217469
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To disclose or not disclose, is no longer the question : effect of AI-disclosed brand voice on brand authenticity and attitude
Kirkby, Alexandra; Baumgarth, Carsten; Henseler, Jörg - In: The journal of product & brand management 32 (2023) 7, pp. 1108-1122
Persistent link: https://www.econbiz.de/10014334406
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Sales force impact on B-to-B brand equity: conceptual framework and empirical test
Baumgarth, Carsten; Binckebanck, Lars - In: The journal of product & brand management 20 (2011) 6, pp. 487-499
Persistent link: https://www.econbiz.de/10009333206