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Critical brand innovation factors (CBIF) : understanding innovation and market performance in the Chinese high-tech service industry

Bang, Nguyen; Yu, Xiaoyu; Melewar, T. C.; Gupta, Suraksha - In: Journal of business research : JBR 69 (2016) 7, pp. 2471-2479

Persistent link: https://www.econbiz.de/10011491067

The impact of brand value on brand competitiveness

Gupta, Suraksha; Gallear, David; Rudd, John M.; … - In: Journal of business research : JBR 112 (2020), pp. 210-222

Persistent link: https://www.econbiz.de/10012230579

A review of e-mass customization as a branding strategy

Yan, Ye; Gupta, Suraksha; Schoefer, Klaus; Licsandru, Tana - In: Corporate reputation review : an international journal 23 (2020) 3, pp. 215-223

Persistent link: https://www.econbiz.de/10012296209

Corporate logo : history, definition, and components

Foroudi, Pantea; Melewar, T. C.; Gupta, Suraksha - In: International studies of management and organization 47 (2017) 2, pp. 176-196

Persistent link: https://www.econbiz.de/10011675697

Marketing innovation : a resource-based view of international and local firms

Gupta, Suraksha; Malhotra, Naresh K. - In: Marketing intelligence & planning 31 (2013) 2, pp. 111-126

Persistent link: https://www.econbiz.de/10009751825

Brand knowledge, brand community and brand engagement

Gupta, Suraksha; Cao, Dongmei; Abuelmaatti, Aisha - In: Building corporate identity, image and reputation in …, (pp. 444-466). 2022

Persistent link: https://www.econbiz.de/10012609416

Digital technology and marketing management capability : achieving growth in SMEs

Foroudi, Pantea; Gupta, Suraksha; Nazarian, Alireza; … - In: Qualitative market research : an international journal 20 (2017) 2, pp. 230-246

Persistent link: https://www.econbiz.de/10011714481

Integrating identity, strategy and communications for trust, loyalty and commitment

Melewar, T. C.; Foroudi, Pantea; Gupta, Suraksha; … - In: European journal of marketing : EJM 51 (2017) 3, pp. 572-604

Persistent link: https://www.econbiz.de/10011698245

The impact of the current expansion of the European Union on international marketing strategies on Norwegian multinational farmed salmon producers

Melewar, T.C.; Mui, Helene; Gupta, Suraksha; Knight, Joseann - In: Marketing Intelligence & Planning 26 (2008) 4, pp. 405-415

Purpose – The purpose of this paper is to discuss the impact of the recent European Union (EU) expansion on the international marketing strategies of Fjord Seafood, a Norwegian farmed salmon producer. Design/methodology/approach – The Norwegian salmon industry provides an interesting case...

Persistent link: https://www.econbiz.de/10014946116

EU enlargement : a case study of branding standardisation

Melewar, T. C.; Hayday, David; Gupta, Suraksha; Cohen, … - In: EuroMed journal of business 3 (2008) 2, pp. 179-201

Persistent link: https://www.econbiz.de/10003930243