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Marketing channel evolution : from contactual efficiency to brand value co-creation and appropriation within the platform enterprise
Dimitrova, Boryana V.; Smith, Brent; Andras, Trina Larsen - In: Journal of marketing channels : distribution systems, … 26 (2020) 1, pp. 60-71
Persistent link: https://www.econbiz.de/10012258187
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When should a retailer invest in brand advertising?
Pnevmatikos, Nikolaos; Vardar, Baris; Zaccour, Georges - In: European journal of operational research : EJOR 267 (2018) 2, pp. 754-764
Persistent link: https://www.econbiz.de/10011812741
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The effects of word-of-mouth incentivization on consumer brand attitude
Pongjit, Chompunuch; Beise-Zee, Rian - In: The journal of product & brand management 24 (2015) 7, pp. 720-735
Persistent link: https://www.econbiz.de/10011416934
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To brand or to rebrand : investigating to effects of rebranding on brand equity and consumer attitudes
Roy, Subhadip; Sarkar, Soumya - In: The journal of brand management : an international journal 22 (2015) 4, pp. 340-360
Persistent link: https://www.econbiz.de/10011339288
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The role of country of origin in celebrity endorsements : integrating effects of brand familiarity
Roy, Subhadip; Bagdare, Shilpa - In: Journal of global marketing 28 (2015) 3/5, pp. 133-151
Persistent link: https://www.econbiz.de/10011433864
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The interplay of products from the same product line : the role of brand reputation
Palmeira, Mauricio - In: European journal of marketing : EJM 48 (2014) 9/10, pp. 1626-1647
Persistent link: https://www.econbiz.de/10010429775
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How customers cope with service failure? : a study of brand reputation and customer satisfaction
Sengupta, Aditi Sarkar; Balaji, M. S.; Krishnan, Balaji C. - In: Journal of business research : JBR 68 (2015) 3, pp. 665-674
Persistent link: https://www.econbiz.de/10010496157
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Buy domestic or foreign brands? : the moderating roles of decision focus and product quality
Yu, Xueer; Zhou, Guang; Huang, Jing - In: Asia Pacific journal of marketing and logistics 34 (2022) 4, pp. 843-861
Persistent link: https://www.econbiz.de/10013163384
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Celebrity endorsements in destination marketing : a three country investigation
Roy, Subhadip; Dryl, Wioleta; Gil, Luciana de Araujo - In: Tourism management : research, policies, practice 83 (2021), pp. 1-18
Persistent link: https://www.econbiz.de/10012417492
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Scarcity as a desirable attribute of luxury fashion brands in millennial marketing
Ballina, Javier F. de la; Ballina, Isabel de la - In: Market : review for marketing theory and practice 31 (2019) 2, pp. 153-170
Persistent link: https://www.econbiz.de/10012160303