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Tie the knot : building stronger consumers' attachment toward a brand

Japutra, Arnold; Ekinci, Yuksel; Simkin, Lyndon - In: Journal of strategic marketing 26 (2018) 3, pp. 223-240

Persistent link: https://www.econbiz.de/10011894545

Responsible brands vs active brands? : an examination of brand personality on brand awareness, brand trust, and brand loyalty

Molinillo, Sebastian; Japutra, Arnold; Bang, Nguyen; … - In: Marketing intelligence & planning 35 (2017) 2, pp. 166-179

Persistent link: https://www.econbiz.de/10011700781

Responsible and active brand personality : on the relationships with brand experience and key relationship constructs

Japutra, Arnold; Molinillo, Sebastian - In: Journal of business research : JBR 99 (2019), pp. 464-471

Persistent link: https://www.econbiz.de/10012023686

A consumer-based brand performance model for assessing brand success

Molinillo, Sebastian; Ekinci, Yuksel; Japutra, Arnold - In: International journal of market research 61 (2019) 1, pp. 93-110

Persistent link: https://www.econbiz.de/10012171946

Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

Molinillo, Sebastian; Japutra, Arnold; Nguyen, Bang; … - In: Marketing Intelligence & Planning 35 (2017) 2, pp. 166-179

Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand...

Persistent link: https://www.econbiz.de/10014947147