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Reassessing product line breadth effectiveness : the role of heterogeneity, moderation, and cumulative effects
Wilkie, Dean C. H.; Mirzaei, Abas; Pham Ngoc Thien Anh; … - In: Journal of business research : JBR 149 (2022), pp. 434-447
Persistent link: https://www.econbiz.de/10013325627
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A behavioural long-term based measure to monitor the health of a brand
Mirzaei, Abas; Gray, David; Baumann, Chris; Johnson, … - In: The journal of brand management : an international journal 22 (2015) 4, pp. 299-322
Persistent link: https://www.econbiz.de/10011339299
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Assessing ad-spend patterns to predict brand health : a model for advertisers to determine future advertising-budgeting strategies
Mirzaei, Abas; Gray, David; Baumann, Chris; Johnson, … - In: Journal of advertising research 56 (2016) 2, pp. 169-182
Persistent link: https://www.econbiz.de/10011518081
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The impact of brand health on customer equity
Mirzaei, Abas; Baumann, Chris; Johnson, Lester W.; … - In: Journal of retailing and consumer services 33 (2016), pp. 8-16
Persistent link: https://www.econbiz.de/10011598531
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Brand associations in the higher education sector : the difference between shared and owned associations
Mirzaei, Abas; Siuki, Elham Helen; Gray, David; … - In: The journal of brand management : an international journal 23 (2016) 4, pp. 419-438
Persistent link: https://www.econbiz.de/10011606888
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Inclusivity in advertising : a typology framework for understanding consumer reactions
Wilkie, Dean C. H.; Burgess, Amelie Jay; Mirzaei, Abas; … - In: Journal of advertising 52 (2023) 5, pp. 721-738
Persistent link: https://www.econbiz.de/10014422133