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Perceptional components of brand equity : configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention

Foroudi, Pantea; Jin, Zhongqi; Gupta, Suraksha; … - In: Journal of business research : JBR 89 (2018), pp. 462-474

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New Luxury Brand Positioning and the Emergence of Masstige Brands

Truong, Yann; McColl, Rod S.; Kitchen, Philip J. - 2014

New luxury brand positioning strategies often combine a high perceived prestige with reasonable price premiums in order … brand owners, who maintain a strict consistency between perceived prestige and price premiums so as to preserve their brand …

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Building brand equity : the genetic coding of Mediterranean brands

Cuomo, Maria Teresa; Metallo, Gerardo; Tortora, Debora; … - In: EuroMed journal of business 4 (2009) 3, pp. 237-253

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Integrated brand marketing and measuring returns

Kitchen, Philip J. - In: Integrated brand marketing and measuring returns, (pp. 1-8). 2010

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Inhibition of brand integration amid changing agency structures

Kitchen, Philip J.; Spickett-Jones, J. Graham; Grimes, Tony - In: Journal of marketing communications 13 (2007) 2, pp. 149-168

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Integrated marketing communications : a global brand-driven approach

Kitchen, Philip J.; Tourky, Marwa E. - 2021 - 2nd ed.

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Integrated Marketing Communications : A Global Brand-Driven Approach

Kitchen, Philip J.; Tourky, Marwa E. - 2022 - 2nd ed. 2022.

Integrated Marketing Communications: A Global Brand-Driven Approach, 2nd edition presents an integrated and global … also offers a plan for brand building post-pandemic. This textbook is ideal for upper-level undergraduates and post …

Persistent link: https://www.econbiz.de/10012814724

The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance

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IMC antecedents and the consequences of planned brand identity in higher education

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Integrated marketing communication : making it work at a strategic level

Kitchen, Philip J.; Burgmann, Inga - In: Journal of business strategy 36 (2015) 4, pp. 34-39

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