Narrow search
Showing 1 - 10 of 104
Cover Image
The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market
Le Dang Lang; Behl, Abhishek; Guzman, Francisco; … - In: International marketing review 40 (2023) 1, pp. 127-154
Persistent link: https://www.econbiz.de/10014227458
Cover Image
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
Cover Image
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
Cover Image
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
Cover Image
Intellectual capital through the eyes of the consumer
Nguyen, Thuy D.; Dadzie, Charlene; Davari, Arezoo; … - In: The journal of product & brand management 24 (2015) 6, pp. 554-566
Persistent link: https://www.econbiz.de/10011481781
Cover Image
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
Cover Image
The evolution of brand management thinking over the last 25 years as recorded in the Journal of product and brand management
Veloutsou, Cleopatra; Guzman, Francisco - In: The journal of product & brand management 26 (2017) 1, pp. 2-12
Persistent link: https://www.econbiz.de/10011666399
Cover Image
Co-creation of brand identities : consumer and industry influence and motivations
Kennedy, Eric; Guzman, Francisco - In: The journal of consumer marketing 33 (2016) 5, pp. 313-323
Persistent link: https://www.econbiz.de/10011553699
Cover Image
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
Cover Image
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