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The brand likeability scale : an exploratory study of likeability in firm-level brands
Bang, Nguyen; Ekinci, Yuksel; Simkin, Lyndon; Melewar, T. C. - In: International journal of market research : JMRS ; the … 57 (2015) 5, pp. 777-800
Persistent link: https://www.econbiz.de/10011494720
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Investigating the strategic marketing significance of brand love in developing and nurturing consumer-brand relationships via film branding : a brandscape perspective
Kohli, Gurdeep Singh; Melewar, T. C.; Yen, Dorothy - In: The marketing review 14 (2014) 4, pp. 383-405
Persistent link: https://www.econbiz.de/10011444956
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Territorial brand management : beer, authenticity, and sense of place
Melewar, T. C.; Skinner, Heather - In: Journal of business research : JBR 116 (2020), pp. 680-689
Persistent link: https://www.econbiz.de/10012257669
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National versus private brand : a regulatory focus perspective
Tran, Trang P.; Guzman, Francisco; Paswan, Audhesh K.; … - In: Journal of retailing and consumer services 57 (2020), pp. 1-15
Persistent link: https://www.econbiz.de/10012305169
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Impact of the strength of religious beliefs on brand love in the Islamic market
Yousef, Waleed; Foroudi, Pantea; Hussain, Shahzeb; … - In: Corporate reputation review 25 (2022) 1, pp. 1-18
Persistent link: https://www.econbiz.de/10012819715
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Social media brand engagement in the context of collaborative consumption : the case of AIRBNB
Schivinski, Bruno; Langaro, Daniela; Fernandes, Teresa; … - In: The journal of brand management : an international journal 27 (2020) 6, pp. 645-661
Persistent link: https://www.econbiz.de/10012304068
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Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation, and brand positioning : evidence from the Taiwanese pharmaceutical indu...
Chen, Chen-Chu Matilda; Bang, Nguyen; Melewar, T. C.; … - In: International studies of management and organization 47 (2017) 3, pp. 240-257
Persistent link: https://www.econbiz.de/10011734538
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Place-based brand experience, place attachment and loyalty
Cardinale, Sylvia; Bang, Nguyen; Melewar, T. C. - In: Marketing intelligence & planning 34 (2016) 3, pp. 302-317
Persistent link: https://www.econbiz.de/10011570770
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Effective messaging strategies to increase brand love for sociopolitical activist brands
Ahmad, Fayez; Guzman, Francisco; Kidwell, Blair - In: Journal of business research : JBR 151 (2022), pp. 609-622
Persistent link: https://www.econbiz.de/10013459949
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Perceived injustice and brand love : the effectiveness of sympathetic vs empathetic responses to address consumer complaints of unjust specific service encounters
Ahmad, Fayez; Guzman, Francisco - In: The journal of product & brand management 32 (2023) 6, pp. 849-862
Persistent link: https://www.econbiz.de/10014315453