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How perceived brand globalness creates brand value
Steenkamp, Jan-Benedict E. M.; Batra, Rajeev; Alden, Dana - 2010
Persistent link: https://www.econbiz.de/10003922860
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Brand positioning through advertising in Asia, North America, and Europe : the role of global consumer culture
Alden, Dana; Steenkamp, Jan-Benedict E. M.; Batra, Rajeev - In: Best practices in international marketing, (pp. 193-215). 2002
Persistent link: https://www.econbiz.de/10001680898
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In brands we trust? : a multicategory, multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix activities
Rajavi, Koushyar; Kushwaha, Tarun; Steenkamp, … - In: Journal of consumer research : JCR ; an … 46 (2019) 4, pp. 651-670
Persistent link: https://www.econbiz.de/10012120935
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The dark side of innovation : how new SKUs affect brand choice in the presence of consumer uncertainty and learning
Ewijk, Bernadette J. van; Gijsbrechts, Els; Steenkamp, … - In: International journal of research in marketing : IJRM ; … 39 (2022) 4, pp. 967-987
Persistent link: https://www.econbiz.de/10013471029
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Brand equity in good and bad times : what distinguishes winners from losers in consumer packaged goods industries?
Rajavi, Koushyar; Kushwaha, Tarun; Steenkamp, … - In: Journal of marketing 87 (2023) 3, pp. 472-489
Persistent link: https://www.econbiz.de/10014245146
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Win-win strategies at discount stores ; Report No. 06-109
Deleersnyder, Barbara; Dekimpe, Marnik G.; Steenkamp, … - In: MSI reports : working paper series (2006) 2, pp. 45-57
Persistent link: https://www.econbiz.de/10003346474
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Win-win strategies at discount stores
Deleersnyder, Barbara; Dekimpe, Marnik G.; Steenkamp, … - In: Journal of retailing and consumer services 14 (2007) 5, pp. 309-318
Persistent link: https://www.econbiz.de/10003521198
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Manufacturer and retailer strategies to impact store brand share : global integration, local adaptation, and worldwide learning
Steenkamp, Jan-Benedict E. M.; Geyskens, Inge - In: Marketing science : the marketing journal of the … 33 (2014) 1, pp. 6-26
Persistent link: https://www.econbiz.de/10010337976
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Branding in the era of digital (dis)intermediation
Gielens, Katrijn; Steenkamp, Jan-Benedict E. M. - In: International journal of research in marketing : IJRM ; … 36 (2019) 3, pp. 367-384
Persistent link: https://www.econbiz.de/10012134258
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Branding in a hyperconnected world : refocusing theories and rethinking boundaries
Swaminathan, Vanitha; Sorescu, Alina; Steenkamp, … - In: Journal of marketing 84 (2020) 2, pp. 24-46
Persistent link: https://www.econbiz.de/10012176536