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Mirzaei, Abas
Johnson, Lester W.
174
Wilkie, Dean C. H.
14
Dwivedi, Abhishek
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Bove, Liliana L.
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D'Alessandro, Steven
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ECONIS (ZBW)
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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
Saved in:
2
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
Saved in:
3
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
Saved in:
4
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
Saved in:
5
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
Saved in:
6
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
Saved in:
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