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Brand orientation and market orientation : from alternatives to synergy
Urde, Mats; Baumgarth, Carsten; Merrilees, Bill - In: Journal of business research : JBR 66 (2013) 1, pp. 13-20
Persistent link: https://www.econbiz.de/10009720407
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Brand orientation of museums : model and empirical results
Baumgarth, Carsten - In: International journal of arts management 11 (2008/09) 3, pp. 30-45
Persistent link: https://www.econbiz.de/10003867545
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"Living the brand" : brand orientation in the business-to-business sector
Baumgarth, Carsten - In: European journal of marketing : EJM 44 (2010) 5, pp. 653-671
Persistent link: https://www.econbiz.de/10003990989
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"This theatre is a part of me" : contrasting brand attitude and brand attachment as drivers of audience behaviour
Baumgarth, Carsten - In: Arts marketing : an international journal ; AM 4 (2014) 1/2, pp. 87-100
Persistent link: https://www.econbiz.de/10010431485
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Integrated model of marketing quality (MARKET-Q) in the b-to-b sector
Baumgarth, Carsten - In: Journal of business market management : jbm 2 (2008) 1, pp. 41-57
Persistent link: https://www.econbiz.de/10003643789
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Replication research's disturbing trend
Evanschitzky, Heiner; Baumgarth, Carsten; Hubbard, Raymond - In: Journal of business research : JBR 60 (2007) 4, pp. 411-415
Persistent link: https://www.econbiz.de/10003451455
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Sales force impact on B-to-B brand equity : conceptual framework and empirical test
Baumgarth, Carsten; Binckebanck, Lars - 2010
Persistent link: https://www.econbiz.de/10003975633
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How strong is the business-to-business brand in the workforce? : an empirically-tested model of 'internal brand equity' in a business-to-business setting
Baumgarth, Carsten; Schmidt, Marco - In: Industrial marketing management : the international … 39 (2010) 8, pp. 1250-1260
Persistent link: https://www.econbiz.de/10008807147
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Brand orientation : past, present, and future
Baumgarth, Carsten (contributor) - In: Journal of marketing management : MM 29 (2013) 9/10, pp. 981-1142
Persistent link: https://www.econbiz.de/10010194427
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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