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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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Discovery of brand image by the arts : empirical comparison of Arts-Based Brand Research Methods (ABBR)
Baumgarth, Carsten; Yildiz, Özlem - 2016
bisherige Untersuchungen versuchen, das Markenimage, das unter anderem aus unbewussten Emotionen und Attributen besteht, auf …
Persistent link: https://www.econbiz.de/10011539234
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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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How branded entertainment shapes consumers' brand attitudes : evidence from an advertiser-funded program
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Engaging consumers through branded entertainment and …, (pp. 189-201). 2015
Persistent link: https://www.econbiz.de/10011389610
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Community members' perception of brand community character : construction and validation of a new scale
Relling, Marleen; Schnittka, Oliver; Ringle, Christian M.; … - In: Journal of interactive marketing : a quarterly … 36 (2016), pp. 107-120
Persistent link: https://www.econbiz.de/10011616011
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Does poor fit always lead to negative evaluations? : extension advertising and perceived brand quality
Dens, Nathalie; Pelsmacker, Patrick de - In: International journal of advertising : the quarterly … 35 (2016) 3, pp. 465-485
Persistent link: https://www.econbiz.de/10011567066
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The short- and long-term impact of brand placement in an advertiser-funded TV program on viewers' attitudes toward the sponsor brand and its main competitor
Verhellen, Yann; Eelen, Jiska; Dens, Nathalie; … - In: International journal of advertising : the quarterly … 35 (2016) 6, pp. 932-948
Persistent link: https://www.econbiz.de/10011644535
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Do I know you? : how brand familiarity and perceived fit affect consumers' attitudes towards brands placed in movies
Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Marketing letters : a journal of research in marketing 27 (2016) 3, pp. 461-471
Persistent link: https://www.econbiz.de/10011537265
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The vampire effect : when do celebrity endorsers harm brand recall?
Erfgen, Carsten; Zenker, Sebastian; Sattler, Henrik - In: International journal of research in marketing : IJRM ; … 32 (2015) 2, pp. 155-163
Persistent link: https://www.econbiz.de/10011337510
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How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions
Erfgen, Carsten; Sattler, Henrik; Schnittka, Oliver - In: Journal of business economics : JBE 85 (2015) 5, pp. 479-504
Persistent link: https://www.econbiz.de/10011283796