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Strategic brand concept-image management

Park, C. Whan; Jaworski, Bernard J.; MacInnis, Deborah J. - 2010

Persistent link: https://www.econbiz.de/10003924111

Strategic benefits of low fit brand extensions : when and why?

Chun, HaeEun Helen; Park, C. Whan; Eisingerich, Andreas B; … - In: Journal of consumer psychology : JCP : the official … 25 (2015) 4, pp. 577-595

Persistent link: https://www.econbiz.de/10011411181

Strategic brand concept-image management

Park, C. Whan - In: Journal of marketing 50 (1986) 4, pp. 135-145

Persistent link: https://www.econbiz.de/10001013452

Brand forgiveness : how close brand relationships influence forgiveness

Donovan, Leigh Anne Novak; Priester, Joseph R.; … - In: Consumer-brand relationships : theory and practice, (pp. 184-203). 2012

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Handbook of brand relationships

MacInnis, Deborah J. (ed.); Park, C. Whan (contributor); … - 2009

Persistent link: https://www.econbiz.de/10013530657

Assessing when increased media weight helps sales of real-world brands

MacInnis, Deborah J.; Rao, Ambar G.; Weiss, Allen M. - 2002

Persistent link: https://www.econbiz.de/10001673493

Handbook of brand relationships

MacInnis, Deborah J. (ed.) - 2009

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The...

Persistent link: https://www.econbiz.de/10012683136

How to successfully introduce logo redesigns

Walsh, Michael F.; Cui, Annie Peng; MacInnis, Deborah J. - In: The journal of brand management : an international journal 26 (2019) 4, pp. 365-375

Persistent link: https://www.econbiz.de/10012060136

Humanizing brands : when brands seem to be like me, part of me, and in a relationship with me

MacInnis, Deborah J.; Folkes, Valerie S. - In: Journal of consumer psychology : JCP : the official … 27 (2017) 3, pp. 355-374

Persistent link: https://www.econbiz.de/10011739830

Evaluation of brand extensions : the role of product feature similarity and brand concept consistency

Park, C. Whan; Milberg, Sandra; Lawson, Robert - 2010

Persistent link: https://www.econbiz.de/10003924413