Narrow search
Showing 1 - 10 of 26
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
Erlebniskommunikation : Erfolgsfaktoren für die Marketingpraxis
Bauer, Hans H. (ed.) - 2012
Persistent link: https://www.econbiz.de/10009375388
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
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
Messung und Steuerung von Markenpersönlichkeit : Entwicklung eines Messinstruments und Anwendung in der Werbung mit prominenten Testimonials
Mäder, Ralf - 2005 - 1. Auflage
Persistent link: https://www.econbiz.de/10002570478
Cover Image
Auswirkungen des Markennamenwechsels im Rahmen von Markenportfoliokonsolidierungen
Bauer, Hans H.; Mäder, Ralf; Valtin, Alexandra - In: Die Betriebswirtschaft : DBW 64 (2004) 1, pp. 58-77
Persistent link: https://www.econbiz.de/10001900678
Cover Image
Auswirkungen des Markennamenwechsels auf den Markenwert
Bauer, Hans H.; Mäder, Ralf; Valtin, Alexandra - 2003
Persistent link: https://www.econbiz.de/10001875487
Cover Image
How does promotion mix affect brand equity? : insights from a mixed-methods study of low involvement products
Le Dang Lang; Lim, Weng Marc; Guzman, Francisco - In: Journal of business research : JBR 141 (2022), pp. 175-190
Persistent link: https://www.econbiz.de/10013167966
Cover Image
How personalized advertising affects equity of brands advertised on Facebook? : a mediation mechanism
Tran, Trang P.; Lin, Chien-Wei; Baalbaki, Sally; … - In: Journal of business research : JBR 120 (2020), pp. 1-15
Persistent link: https://www.econbiz.de/10012417083