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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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Brand name and customers' intention
Harwani, Yuli; Budi Suharjo; Nurmalina, Rita; … - In: European research studies 21 (2018) 3, pp. 299-315
Persistent link: https://www.econbiz.de/10012220307
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Resolving the impasse regarding research on the origins of products and brands
Samiee, Saeed - In: International marketing review 28 (2011) 5, pp. 473-485
Persistent link: https://www.econbiz.de/10009305314
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Product placement by global brands as an alternative strategy : is it worth in emerging market?
Srivastava, Rajesh K. - In: Journal of strategic marketing 23 (2015) 2, pp. 141-156
Persistent link: https://www.econbiz.de/10011305971
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Transferring corporate brand image to local markets : governance decisions for market entry and global branding strategy
Lee, Hannah S.; Griffith, David A. - In: Interdisciplinary approaches to product design, …, (pp. 39-65). 2012
Persistent link: https://www.econbiz.de/10009626900
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Role of brand globalness in consumer evaluation of new product branding strategy
Punyatoya, Plavini; Sadh, Ashish; Mishra, Sushanta Kumar - In: The journal of brand management : an international journal 21 (2014) 2, pp. 171-188
Persistent link: https://www.econbiz.de/10010252610
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How global brands create firm value : the 4V model
Steenkamp, Jan-Benedict E. M. - In: International marketing review 31 (2014) 1, pp. 5-29
Persistent link: https://www.econbiz.de/10010253940
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Marketing mix and customer equity of SPA brands : cross-cultural perspectives
Lee, Chang Han; Ko, Eunju; Tikkanen, Henrikki; Phan, … - In: Journal of business research : JBR 67 (2014) 10, pp. 2155-2163
Persistent link: https://www.econbiz.de/10010400096
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Effects of global market conditions on brand image customization and brand performance
Roth, Martin S. - 2008
Persistent link: https://www.econbiz.de/10003656328
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The internal branding process and financial performance in service companies : an examination of the required steps
Tuominen, Sasu; Hirvonen, Saku; Reijonen, Helen; … - In: The journal of brand management : an international journal 23 (2016) 3, pp. 306-326
Persistent link: https://www.econbiz.de/10011477729