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Customer brand co-creation behavior and brand sincerity through CSR interactivity : the role of psychological implications in service-dominant logic
Sung, Kyongsik; Lee, Seoki - In: International journal of hospitality management 108 (2023), pp. 1-10
Persistent link: https://www.econbiz.de/10013482908
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Brands defined as semiotic marketing systems
Conejo, Francisco; Wooliscroft, Ben - In: Journal of macromarketing : examining the interactions … 35 (2015) 3, pp. 287-301
Persistent link: https://www.econbiz.de/10011339736
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The rise of brands
Moor, Liz - 2007 - 1. publ.
cover our cities and the celebrities created by the media. We regard the brand as a new phenomenon, something born with the … consumer society, but branding was born with civilization, its earliest examples dating to the Roman Empire." "Branding is now …, even government initiatives. Such is the ubiquity and power of branding that it is increasingly taken as a sign of the …
Persistent link: https://www.econbiz.de/10003494324
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The influence of corporate messages on the product portfolio
Biehal, Gabriel; Sheinin, Daniel A. - In: Journal of marketing 71 (2007) 2, pp. 12-25
Persistent link: https://www.econbiz.de/10003557043
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When good brands do bad
Aaker, Jennifer; Fournier, Susan; Brasel, S. Adam - 2010
Persistent link: https://www.econbiz.de/10003924379
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Intertwined : brand personification, brand personality and brand relationships in historical perspective
Avis, Mark; Aitken, Robert - In: Journal of historical research in marketing 7 (2015) 2, pp. 208-231
Persistent link: https://www.econbiz.de/10011376210
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When good brands do bad
Aaker, Jennifer (contributor); Fournier, Susan (contributor) - 2008
Persistent link: https://www.econbiz.de/10003747746
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When good brands do bad : brand personalities, acts of transgression, and the evolution of relationship strength
Aaker, Jennifer; Fournier, Susan; Brasel, S. Adam - 2003
Persistent link: https://www.econbiz.de/10001764888
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A renaissance of brand experience : advancing the concept through a multi-perspective analysis
Andreini, Daniela; Pedeliento, Giuseppe; Zarantonello, Lia - In: Journal of business research : JBR 91 (2018), pp. 123-133
Persistent link: https://www.econbiz.de/10011902852
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Reprint of "A renaissance of brand experience: advancing the concept through a multi-perspective analysis"
Andreini, Daniela; Pedeliento, Giuseppe; Zarantonello, Lia - In: Journal of business research : JBR 96 (2019), pp. 355-365
Persistent link: https://www.econbiz.de/10011981073