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Fancy a coffee with Friends in 'Central Perk'? Reverse product placement, fictional brands and purchase intention
Muzellec, Laurent; Kanitz, Christopher; Lynn, Theodore - In: International journal of advertising : the quarterly … 32 (2013) 3, pp. 399-418
Persistent link: https://www.econbiz.de/10010165502
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Branding in fictional and virtual environments: Introducing a new conceptual domain and research agenda
Muzellec, Laurent; Lynn, Theodore; Lambkin, Mary - In: European journal of marketing : EJM 46 (2012) 6, pp. 811-827
Persistent link: https://www.econbiz.de/10009976994
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Corporate Rebranding and the Implications for Brand Architecture Management: The Case of Guinness (Diageo) Ireland
Muzellec, Laurent; Lambkin, Mary - In: Journal of strategic marketing 16 (2008) 4, pp. 283-300
Persistent link: https://www.econbiz.de/10008091834
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Corporate rebranding: destroying, transferring or creating brand equity?
Muzellec, Laurent; Lambkin, Mary - In: European journal of marketing : EJM 40 (2006) 7, pp. 803-824
Persistent link: https://www.econbiz.de/10007271133
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Corporate branding and brand architecture : a conceptual framework
Muzellec, Laurent; Lambkin, Mary C. - In: Marketing theory 9 (2009) 1, pp. 39-54
Persistent link: https://www.econbiz.de/10009870709
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Leveraging brand equity in business-to-business mergers and acquisitions
Lambkin, Mary C.; Muzellec, Laurent - In: Industrial marketing management : the international … 39 (2010) 8, pp. 1234-1240
Persistent link: https://www.econbiz.de/10009794112